Many retailers carried Colonial. Montgomery Ward's carried the shape with decals and in plain, undecorated white. Sears offered HLC's Colonial shape with decals for several years. One of Sears' advertisements gave this description of the line:

The decoration consists of neat floral spays of dainty azalias, so delicately shaded and so applied by the new decalcomania process, which produces a much more perfect decoration than if double glaze, and a decoration of this sort will wear a lifetime and never fade, and is a much stronger ware an account of the extra length of time required in the firing. This set is made of a very find quality semi-porcelain, made by the famous Homer Laughlin China Co., America's best potters, and is fully guaranteed in every respect. The shape used in the set is known as the new Colonial pattern, which is the most artistic shape made. The ware is exceedingly thin and light and resembles the finest French china. Every piece is artistically embossed with a beautiful scroll, which forms a complete border. All plates, saucers, platters, etc., have scalloped festoon edges and are branded on the back by the famous makers' trade mark.