Playground →
Carpet One Floor & Home (0.77) and Harley Davidson (0.75) form two distinct poles in Pella's top 10 — one a home goods retailer, the other a motorcycle brand — signaling that Pella's audience shape bridges two separate behavioral clusters rather than sitting cleanly inside one.
The similarity scores here measure how closely another entity's audience composition resembles Pella's. The top 10 split into two recognizable groups. The first runs through home-adjacent retail: Carpet One Floor & Home at 0.77, Denver Mattress at 0.74, and Flooring America at 0.74 — all Home Goods and Furnishings or Furniture Stores subcategories, the natural neighborhood for a Home Improvement and Hardware brand. The second group is less expected: Harley Davidson at 0.75 sits as the second-strongest neighbor, followed by Albertson's Pharmacy at 0.72, 99 Restaurants at 0.72, Abbey Carpet and Floor at 0.71, Cumberland Farms at 0.71, OfficeMax at 0.70, and Xtramart at 0.70. That second cluster spans Motorcycles, Pharmacies, Casual Dining, Gas Stations, and Office Supplies — a cross-category mix that shares no obvious thematic thread with windows and doors. No other Home Improvement and Hardware brand appears in the top 10.
The two-peak structure suggests Pella's audience is shaped by something that cuts across both home-project buyers and a broader Midwestern, everyday-errand consumer profile — a combination that pulls it toward flooring retailers on one side and lifestyle brands on the other.
