Stewart brand plans continued mass market presence
By Staff -- Home Textiles Today, 3/10/2008 1:56:00 PM
New York – Although the Martha Stewart Everyday exclusive distribution agreement will expire at Kmart in 2010, brand parent Martha Stewart Living Omnimedia doesn’t intend to walk away from segment.
“As of 2010 we will be free to strike a new deal in that mass channel,” ceo Susan Lyne said this morning at the Bear, Stearns & Co. Inc. Media Conference. She added: “We like that channel a lot, and I think you can assume we will continue to play there.”
Lyne said the new Martha Stewart Collection, which launched this past September as a Macy’s exclusive, “hit our sales targets” despite a difficult environment in retailing generally. Based on early performance, Lyne speculated that the Collection should reach its goal of accounting for 10% of Macy’s home sales over the next two years.
In other merchandising initiatives:
The Martha Stewart Crafts line will expand distribution beyond the 900 Michael’s stores in which it’s currently sold;
The Kirkland Signature Martha Stewart food line, a Costco exclusive, will grow in skus;
Ominmedia will launch a 1-800-Flowers service this spring.
The company is also exploring media and merchandising opportunities outside the United States. Stewart’s television program is broadcast in 60 countries, and “she has more awareness around the world than people know,” Lyne said.
The market in China appears to be most interested in Stewart’s home decorating and wedding expertise while in India it’s the Whole Living concept, she added.
