Martha Not Confined to Linens at Kmart
By George Anderson
Martha Stewart is breaking out, so-to-speak. No, she hasn’t thrown off her tracking bracelet and fled house arrest to go cavorting around the Connecticut countryside. What she has done, along with Kmart, is introduce the first new additions to her Everyday brand products in three years.
The new items, ready-to-assemble furniture, meet the style and quality standards set for the brand, said Susan Lyne, Martha Stewart Living Omnimedia’s chief executive officer and president.
“It is absolutely phenomenal to me. This is furniture in a box, but a queen-sized bed I would be thrilled to have in my house,” Ms. Lyne told the Detroit Free Press. “For $249, it takes about an hour to assemble.”
The new ready-to-assemble furniture will be the ninth line of products marketed under Ms. Stewart’s name at Kmart. Her products represent approximately five percent of the chain’s total sales.
Ms. Lyne did not offer any specifics about moving Martha Stewart products into Sears stores, but did say, there was clear opportunity to expand offerings under the brand to a new group of consumers.
Moderator’s Comment: What are your thoughts on the new Martha Stewart line of ready-to-assemble furniture being sold in Kmart? How do you see the Martha
Stewart brand developing/changing as it moves into Sears’ stores? –
George Anderson – Moderator