ATLANTA — Macy’s has Madonna designing clothing. Wal-Mart has Miley Cyrus. And now, Home Depot has Martha Stewart.
Martha Stewart Living paints, patio furniture, closet-organization kits and cleaning supplies are being rolled out at the nation’s largest home-improvement chain. All except the cleaning supplies are exclusive to Home Depot.
Home Depot is hoping Stewart’s brand will bring more women into stores and that they’ll stay longer, lured by her eye for style and design.
Stewart heads a media empire that reaches millions of women a week. She’ll use Home Depot products on her television shows and website and in her magazine. It’s the kind of publicity that even Home Depot’s more than $1 billion advertising budget can’t buy.
Kmart once sold $1 billion worth of Stewart products annually. Macy’s now has the exclusive right to sell Stewart’s linens and decorative tableware, and Martha Stewart Crafts are sold at Michael’s. She also is launching pet products at PetSmart this spring.
The Atlanta Journal-Constitution; Getty Images photo
