Martha to Try On Home Depot Orange
It’s unlikely that anyone will see Martha Stewart
walking around a Home Depot store wearing one of the chain’s orange aprons
any time soon. What consumers will find in the future is plenty of Martha
Stewart Living merchandise in the chain’s stores now that the two parties
have signed a deal to have the celebrity design an exclusive line of closet
organizers, décor items and outdoor furniture sets for the do-it-yourself
The deal between the two parties is said to
be potentially bigger than Ms. Stewart’s deal with Kmart for her Everyday
line. That business relationship, which will end in January, was said to
be worth upwards of $1 billion annually to Martha Stewart Omnimedia.
Howard Davidowitz, chairman of Davidowitz & Associates,
told The Atlanta Journal-Constitution,
"The most important thing at Kmart was Martha."
“Our partnership with Martha Stewart is a natural
fit. For years both organizations have been the go-to destination for consumers
seeking ideas and information regarding their home improvement projects,” said Frank
Blake, chairman & CEO, The Home
Depot, in a press release. “Martha and her organization
offer the best, most practical design ideas for customers and together we
will offer unique products at affordable prices, along with enhanced know-how
to help consumers complete any project.”
The first products to launch from the Martha
Stewart Living line will be outdoor items that will hit Home Depot stores
in the U.S. in January 2010 and then rollout to Canada a month later. Outdoor
items will include patio dining and other items priced from $399 to $1,999.
Products in the home organization category will be in stores in February.
Home Depot’s deal with Ms. Stewart is seen
as giving it a leg up in its competitive battle with Lowe’s. The number two
home improvement chain is widely considered within retailing circles to be
more female-friendly than Home Depot despite the chain’s assertions that
the perception does not match the reality in stores.
"Our goal is to get them to stay in the store
longer and have more things to choose from," Gordy Erickson, senior vice
president for Home Depot, told the Journal-Constitution.
Questions: What will the deal with Martha Stewart mean for Home Depot
and its competitors in home improvement retailing? Is the Martha Stewart
brand strong enough to change consumer perceptions about Home Depot?
The Home Depot to Launch Exclusive Martha
Stewart Living Brand – The Home Depot/PRNewswire-FirstCall
Stewart joins up with Home Depot – The Atlanta Journal-Constitution