The softer side of Martha

By Staff -- Home Textiles Today, 5/2/2003 2:55:00 PM

Miami — Just day two days after her company's first quarter report showed revenue declines in every segment of business, Martha Stewart kicked off a multi-city tour to reconnect with magazine subscribers and promote the launch of Martha Stewart Signature furniture and handmade rugs.

This morning, at the flagship store of 11-unit Carl's Furniture here, Stewart spoke to an audience of about 100 subscribers who had been invited through direct mail. Stewart portrayed herself in a relaxed and friendly manner, using humor and personal anecdotes about her daughter and mother in the presentation for her new products. Also on hand were an uncle, an aunt and two of Stewart's cousins, all Miami-area residents.

The furniture line, produced by Bernhardt, is currently in 250 stores, said Alex Bernhardt Sr., chairman and ceo, who attended today's event. The area rug program, produced by Shaw Rugs and launched in fall 2002, has reached 350 independent flooring dealers and furniture stores, said Kimberly Barta, brand manager, Shaw Rugs.