NEW YORK — Macy’s and Martha, together.
Seeking to polish its home offerings, Federated Department Stores on Wednesday said it signed an agreement with Martha Stewart Living Omnimedia for a line of Martha Stewart Collection products for Macy’s. The line, which will bow in fall 2007, will include bed and bath textiles, housewares, casual dinnerware, flatware, glassware, cookware, holiday decorating and trim-a-tree.
Federated chairman and chief executive officer Terry Lundgren appeared on Stewart’s syndicated television show, “Martha,” to plug the venture.
Macy’s home business has come under pressure from retailers such as Target. In selecting Stewart as a business partner, Federated is introducing a name with national recognition as it expands Macy’s.
Stewart sells a home goods line at Kmart, Martha Stewart Everyday. Her contract goes through 2009. A spokesman for Sears Holdings said that Kmart “looks forward to continuing to work with Martha Stewart Omnimedia and continuing to offer Martha Stewart products.”
The Martha Stewart Collection will be a high-end offering, Federated said. Everyday offers style at reasonable prices.
Federated said Macy’s will sell other Martha Stewart-branded products that could include home furnishings, holiday celebration concepts, bridal registry items and a full assortment of how-to books and cookbooks. There might also be products in new merchandise categories such as outdoor entertainment and holiday-specific food preparation.
Lundgren said Federated’s $17 billion acquisition of May Department Stores last year enabled Macy’s to do the venture with Stewart.