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Attributed viewpoint · Not a direct quote

Lower margins were part of Home Depot’s early pitch

Ben Gilbert describes Home Depot’s early pitch as offering low prices with a 30% gross margin—compared to the 45% gross margin typical of hardware retailers at the time.

Ben Gilbert·Published

Behind the viewpoint

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The Home Depot

Original excerpt

The pitch is customers are going to love it because we're going to have the lowest prices. We're only going to make a 30% gross margin instead of what's industry standard in hardware retail at that time, 45%.

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