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Another apparel-based direct-and-retail company is targeting home. Sundance Catalog, founded by Robert Redford and now owned by private equity, has introduced what is believed to be its first stand-alone home catalog, stepping up its efforts in furniture, home decor and accessories. Sundance has had a smattering of home merchandise for a long time but this seems to represent an expanded effort. It joins other apparel sellers who are looking at home as a way to grow their businesses. Not Stupid at all.

Here’s my take on The Business of Home:

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