Lowe's Set to Tackle Rivals On Multicultural Front

Lowe’s Cos.’ search for a multicultural agency is part of an aggressive expansion and what appears to be a bid to become more competitive against not only direct rival Home Depot but also Wal-Mart.

“Hispanics represent a major market for Wal-Mart, and [Wal-mart’s] got Lowe’s and Home Depot squarely in their cross-hairs,” noted Sean Javier Martin, a principal consultant in Hispanic marketing at The Zyman Group in Atlanta.

The home-center chain, which earlier this month sent out RFPs to about 50 ethnic and multicultural specialty shops, said it wants to target minorities as part of an expansion plan that will add one new store every three days.