Martha Stewart, Home Depot align for home décor, outdoor and organization merchandise

-- Home Textiles Today, 9/15/2009 10:40:00 AM

Atlanta – Home improvement chain Home Depot and Martha Stewart Living Omnimedia are partnering to develop an exclusive branded line of home improvement products in home décor, outdoor living and home organization.

The products will carry the Martha Stewart Living brand and will start rolling out in January 2010.

"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 and ceo, Home Depot. "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."

Added Martha Stewart: “Partnering with The Home Depot allows us to offer a wider audience the product and 'how-to' information they need to complete all of their home improvement projects."

For MSLO, this alliance will help broaden its customer reach, noted Charles Koppelman, executive chairman and principal executive officer.

"Between our program at The Home Depot and our robust offerings at Macy's and other retailers, customers will now find Martha Stewart products wherever they shop," he added.

The first assortment to hit home Depot store shelves will be in the outdoor living category - consisting of patio dining and conversation sets ranging from $399 to $1,999, which will be available to U.S. customer in January and Canadian shoppers in February, next year.

Next will come Home organization products in February. The mix will feature a new closet organization system and a versatile nine-cube organizational unit.

Both companies are in the process of developing additional product offerings that will be available in 2010, and more details will be announced in the first part of next year. Products will be available in all of Home Depot’s 2,241 units in the United States. in all 50 states and in Canada as well as on homedepot.com.