Martha's magic at Kmart

Marthat Stewart Living Omnimedia today restated its sales of soft home products at Kmart during the first week of the program’s relaunch with all new merchandise.

Omnimedia previously said comps on Martha Stewart Everyday bed and bath jumped 125%. It amended that figure to 28% — which is still a fine showing — with a whopping 124% jump in fashion bedding, the priciest part of the program.

Kmart has insisted the relaunch had nothing to with the debut of the new Martha Stewart Collection at Macy’s, which strikes me as nuts. Why not take credit for being smart enough to ride Macy’s marketing coattails?