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Home Plus Products Inc. was founded in July 1999 under the name Media Wave by a diverse group of entrepreneurs who recognized that there was a large void in the home products marketplace. Big box retailers were focusing on mostly low-end mass-appeal products and specialty retailers were being forced to sell a limited range of high-priced products or excessively-priced installation/service contracts, to survive. Unfortunately, many of these specialty retailers also showed fierce loyalty to the "status quo," reluctant to adopt new product lines or brands in fear that they would lose access to the products that kept them afloat. As a result, many consumers were not being exposed to many innovative and superior products. Media Wave recognized the opportunity to use the reach of the Internet to provide consumers with access to a wide array of unique and innovative products not available at most traditional stores.