| Sep 15, 2009 |
The Home Depot to launch exclusive Martha Stewart Living brand
Boh staff
By Staff

The Home Depot and Martha Stewart Living Omnimedia, Inc. yesterday announced an agreement to develop an exclusive Martha Stewart Living brand of home improvement products in select categories including Outdoor Living, Home Organization and Home Decor. The Martha Stewart Living brand at The Home Depot will provide consumers with distinctive, innovative merchandise, while staying true to Home Depot's commitment to value and everyday low price.

"Our partnership with Martha Stewart is a natural fit. For years both organizations have been the go-to destination for consumers seeking ideas and information regarding their home improvement projects," said Frank Blake, chairman & CEO, The Home Depot. "Martha and her organization offer the best, most practical design ideas for customers and together we will offer unique products at affordable prices, along with enhanced know-how to help consumers complete any project."

"We are thrilled to have the opportunity to partner with The Home Depot, the largest home improvement retailer in the world," said Martha Stewart, MSLO Founder. "Martha Stewart products have always been stylish and distinctive, with a consistently high level of quality. Partnering with The Home Depot allows us to offer a wider audience the product and 'how-to' information they need to complete all of their home improvement projects."

The Home Depot and Martha Stewart Living Omnimedia partnership is one of true collaboration. Martha Stewart and her team of designers are working side by side with The Home Depot merchant and design teams to produce a brand that allows customers to easily coordinate decor and design elements when taking on home improvement projects.

MSLO Executive Chairman and Principal Executive Officer Charles Koppelman said, "This exciting new partnership allows MSLO to significantly broaden our reach and expand our business. Between our program at The Home Depot and our robust offerings at Macy's and other retailers, customers will now find Martha Stewart products wherever they shop."

Products in the Outdoor Living category will begin to launch in January 2010 in the U.S. and February 2010 in Canada. Products in the Home Organization categories will launch in February 2010. The Outdoor Living line will consist of many different styles of patio dining and conversation sets ranging in price from $399 to $1,999, while the Home Organization category will feature a new closet organization system and a versatile nine-cube organizational unit.

Both companies are in the process of developing additional product offerings that will be available in 2010, and more details will be announced in the first part of next year. All of these products will be available in The Home Depot stores across both the U.S. and Canada as well as on homedepot.com.

"The Home Depot is the destination for today's DIY consumer. With this partnership, we are able to leverage our expertise in home improvement and expand our business into new categories," said Robin Marino, MSLO's President and CEO of Merchandising.

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