Home Depot Supply Unifies Brand

As the wholesale distribution division of The Home Depot has grown through acquisition, each of the companies brought into the group has continued to operate under its own name. That will change now with a branding effort to get all of the acquired companies streamlined into the name HD Supply, the company announced.

"The HD Supply brand represents the rich legacy of each company in our division and the expanded opportunity afforded to our customers as a result of The Home Depot's financial strength, supplier relationships and value-add marketing opportunities," says Joe DeAngelo, executive vice president/president, HD Supply. "A common brand enables us to showcase our unique ability to provide end-to-end solutions for our customers. Our goal is to make it easier for customers to do business with us by providing reliable, efficient service for a larger scope of their project needs."

The division has been operating at a group level under the HD Supply name for some time, but in the coming months each business in the group will transition to the new brand identity and communicate with customers about the shift, according to the company. The name change will not affect leadership and account teams’ personnel or duties.

HD Supply serves professional customers with nearly 1,000 locations across the United States and Canada. The division expects sales in 2006 to come in around $12 billion.

More information about the company is available at www.hdsupply.com.