Alliance Data Systems has announced that the firm’s Ohio-based card services business has entered into an agreement with, a US-based online-only home improvement retailer, to provide private label credit card services.

Alliance Data will develop a personalised card programme, which features one credit card that can be used for purchases across all 18 websites including,,,, and, across different home improvement categories.

The firm will also create data-driven marketing services for the card programme to increase brand loyalty and drive incremental sales. It will also provide incentives to shop at vice president of finance Brianna Burwell said: “We’re all about the customer experience, and we believe this new credit program will give our shoppers another reason to buy everything they need for their home from We know the credit card program will reflect all that our brands stand for, and we are confident it will drive sales and strengthen the relationships we have with our customers.”

Alliance Data’s card services business president Melisa Miller added: “This new partnership drives home our commitment and proven track record of delivering customized, rewards-driven card programs to dynamic brands, and we are so excited to work with

“This important partner program further extends our reach within the home improvement vertical, and really speaks to the growth of the category. We know that customers choose to shop online for anything and everything for the home, and they want to get it through a quick and easy shopping experience, from device to doorstep.”

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