It's good to be Martha Stewart. The grand dame of all things home is expanding her brands to Home Depot in January, just as her contract with Kmart expires.
Home Depot will carry a line of outdoor living, home organization and home decor products under the Martha Stewart Living brand.
It's been a while since I've been in a Kmart store, so many have closed, but a visit to Kmart.com proves that Martha Stewart Everyday items are on clearance or only available via the Web site. Fans of her bedding, bath and kitchen products need to visit Macy's for the Martha Stewart Collection carried there.
This is good news for Home Depot, which has traditionally lost market share to Lowe's among female shoppers. Stocking the Martha Stewart brand can win a lot of points with women. Home Depot isn't the first place I think of when buying home goods and patio furniture, but I have gone to Kmart expressly for Martha Stewart products.
I imagine there will be fewer reasons to shop there now. Martha didn't save Kmart, no one person or brand could, but she did give a lot of people a good reason to walk through those doors. Home Depot is betting on the same, it just needs to execute it better. That shouldn't be too difficult.
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