Martha Stewart's Miramir at Home Depot. 5-pce outdoor dining set, $524
Look for Martha Stewart-branded products in Home Depot stores this month.
The new partnership, announced in September, 2009, will include outdoor furniture, paint, storage, lighting and cleaning products… and bring together the country’s largest home hardware chain (that’s eager to attract more women) with one of the top celebrity brands (that already does).
Martha Stewart’s ten year marriage with Kmart will end this month. A decade after the joint venture to offer consumers housewares, decorative accessories, RTA furniture, lighting and outdoor furniture under the Martha Stewart Everyday brand, the companies are parting ways. At their zenith, revenues were a billion dollars, MSLO executives say. in 2008, Martha Stewart Living reported that 43% of its merchandising revenue came from the Kmart line.
Stewart’s outdoor living products will be the first category to launch at Home Depot in January, with home organization following in February and paint in March. Executives say at least one dining set will sell for under $400. Organizational products will include a one-track closet system and a 9-cube storage unit. The 280-color line of Martha Stewart paint colors will replace the Ralph Lauren paint brand. Cleaning products will also be available, including 10 under Home Depot’s ”Eco-options” line.
Home Depot is the nation’s largest home improvement retailer, with 2,241 stores in the U.S. and Canada
Martha Stewart has additional home-based licensing partnerships with Macy’s (bedding, food preparation, dining and entertaining lines), Wedgewood (fine china), Bernhardt (furniture), Murrary Feiss (lighting), Flor (floor design), Safavieh (rugs) and 1-800 flowers (flowers and gifts). The company claims 1.4M followers on Twitter.
