Country Living Coming to Sears, Kmart

Staff -- Home Textiles Today, 4/27/2009 12:00:00 AM

Hoffman Estates, Ill. —

Sears and Kmart will both begin offering Country Living branded home furnishings by August, in a licensing deal announced April 6 between Sears Holdings Corp. and Hearst Magazines.

The Country Living Collection will encompass bedding, bath, tabletop, furniture and home décor. It will launch in four themes: Modern Countryside, Blue & White, Red & White, and Faded Antique. The companies said these segments "will span traditional, classic and modern country sensibilities."

Prices will range from $3.99 (candles) to $349 (dining room furniture).

Hearst calls its Country Living title "the number one selling home magazine on newsstands," with more than 11 million consumers reading it each month. "Country Living's readers are passionate about their surroundings and how they entertain," said editor-in-chief Sarah Gray Miller. "They value attainable luxury, quality, authenticity and comfort — all of which is reflected in our new home collection."

In addition to their separate private label and branded programs, Sears and Kmart share another home brand, the recently relaunched Cannon.

"The Country Living Collection at Kmart and Sears features a country style sensibility that is new to our assortment," said Doug Wurl, vp and gmm of home fashions at Sears Holdings. "Country Living is a great American brand that offers a wide interpretation of what 'country' means. Our collaboration represents our continued commitment to our customers' love of good design, high quality and comfort."