Martha Stewart's Next Move

摘要

The Martha Stewart brand will expand beyond its channel exclusives next spring with new programs open to multiple retailers. The collections will carry the tag line "From Martha's Home to Yours" across the brand's portfolio of product categories. There are four collections, each inspired by one of Stewart's four homes: Bedford (Westchester County, NY), Perry Street (Manhattan), Skylands (coastal Maine) and Lily Pond (East Hampton, NY). CHF Industries is the first licensee out of the gate with the new Martha Stewart collections as the licensee in window. In addition to the panel collections, the line includes rods, finials and some tiers. Most panels feature rod pockets, with a few tab tops. Price points for a panel range from $19.99 to $79.99, with most products set to retail between $24.99 and $34.99. "This is a comprehensive collection," said Katy Chapman, CHF's senior vice president of marketing. "It can make an impact at retail and tell a story. It gives consumers a lot to choose from."