Macy’s Adds Martha Stewart
Macy’s will launch an exclusive Martha Stewart Collection of housewares in fall 2007.
The upscale line will include bed and bath textiles, housewares, casual dinnerware, flatware and glassware, cookware and holiday decorating and tree-trimming accessories.
Macy’s expects to expand the line with Stewart-branded home furnishings, holiday accessories, bridal registry items, how-to books and cookbooks, and outdoor entertainment and holiday-specific food prep equipment, the latter two new to Macy’s. Product designs are handled by Martha Stewart Living Omnimedia, which collaborates with Macy’s parent Federated Department Stores on the venture. Macy’s will handle production, distribution and marketing. The partners’ five-year contract runs from 2007 through 2012, and may be renewed.
The line adds momentum to Macy’s push as a national retail chain: Martha Stewart Collection will bow just as Macy’s finishes renaming all its stores, dropping regional names it acquired as part of May Department Stores.
“This is a clear example of the new and distinctive merchandise that our customers can continue to expect as Macy’s emerges as a truly national brand offering our customers fashion and affordable luxury,” said Federated Chairman-CEO Terry Lundgren in a statement.
