No escaping these toons

They're two completely different companies. One is a television channel for kids while the other is a well-known lifestyle store. Yet, there's something common between Cartoon Network and

Shoppers' Stop: Both companies are venturing into the home decor segment in a big way.

But why home decor? While B S Nagesh, managing director and CEO, Shoppers' Stop feels, "It is a step in the right direction," Jiggy George, director, Cartoon Network Enterprises, India and South Asia says, "It was a logical step to help kids connect with their favourite cartoon characters."

Shoppers' Stop that recently launched its first home concept store Homestop at Bangalore, will focus on soft furnishings. In addition, a slew of Homestop stores "" that will be separate from the existing Shoppers' Stop "" will be launched by early 2006 in metros and cities like Pune, Hyderabad and Jaipur.

The 28,000 sq feet Bangalore store, for instance, has been set up with an investment of Rs 7 crore and the company is confident of posting a 20 per cent return (around Rs 140 lakh) within the next five years.

On the other hand, Cartoon Network's home linen and home decor products in addition to apparel, accessories, gifts and novelties, stationery, rainwear, bags, toys and games, will be available across 20 cities in over 2,000 outlets. Home linen products will be available for some of its cartoon characters like Powerpuff Girls, Dexter and Johnny Bravo.

These have been launched in association with 600-700 Bombay Dyeing retail outlets all over India and will include bedsheets, pillowcases, homeware, waterbottles, lunch boxes and the like.

Both companies may be different in nature, but their separate ventures into the home decor market are part of strategy to develop a loyal customer base. "The USP of my stores is to leverage from the loyal audiences of Shoppers' Stop," says Nagesh.

Homestop stores will promote 50-60 national and international interior furnishings brands including Correl, Magpie, Phillips, Murphy Richards, Modular Kitchens and Hunter Douglas besides Spaces, Fern Ivy, Quetzel furniture and Homestop's in-house brand.

Says Arun Singh, national manager of Hunter Douglas (India), "We are looking at a benchmark figure of 1.2 million top-end households through 20 Homestop stores in the near future." He adds confidently, "There cannot be a better way to grow in India."

Given the recent trend in smartening up homes, perhaps they're both on the right track.