Demand For Martha’s Furniture Grows

Apr 23, 2004
George Anderson

By George Anderson

Alex Bernhardt, chairman and chief executive of Bernhardt Furniture, said he was braced to take a hit on the sales of his company’s Martha Stewart Signature Furniture but it
didn’t happen.

In fact, Mr. Bernhardt told the Associated Press, “We’ve seen double-digit increases in sales over the past six to eight weeks. And we’ve signed up about a dozen new customers.”

The company did not have a single one of its 275 retailers cancel orders when Ms. Stewart’s conviction was handed down.

Furniture industry analyst Jerry Epperson said the Stewart line has not taken a hit because, “They came out with a great product and they did it at the right price and with great
style. I think this stuff would sell even if it had my name on it.”

Moderator’s Comment: How do you explain the continuing, perhaps even growing, popularity of Martha Stewart products?

Jerry Epperson probably has it right. Whether it’s the furniture or her Everyday line in Kmart, the Stewart products are well made and affordable.
Anderson – Moderator

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