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Martha Stewart Signature brand launches flooring

New York — Martha Stewart has translated her signature style to surfaces, unveiling her flooring collection with Shaw Industries this morning in her offices here. The flooring is the third segment to be added to her Signature collection, the specialty-tier brand label that already consists of paint and fabrics.

"This is the beginning of what will be a really fine program," Stewart said. "It's a unique way to approach the subject of living."

With products spanning area rugs, carpet, hardwood, linoleum, laminate, ceramic and porcelain tile, and natural stone, the collection will be made available to an extensive network of flooring retailers in the U.S. and Canada over the next eight weeks, and then to consumers in July. Shaw chairman and ceo Robert Shaw estimated that the line will eventually be placed in some 2,000 doors.

All of the Signature products are designed to coordinate together, and include about 77 skus of area rugs. Including both hand- and machine-made styles, the rugs will be made of polypropylene, nylon and wool, and patterns will be rustic, traditional, modern and English country.

Certified retailers will be provided with coordinated modular merchandising fixtures and guidelines to create an in-store shopping environment for customers. In addition, Martha Stewart Omnimedia will launch a multimedia advertising campaign, starting with print ads in the September issues of lifestyle and shelter magazines.

The Martha Stewart Signature collection is positioned above the Martha Stewart Everyday mass-market brand label available in Kmart, and is differentiated from Martha Stewart Everyday by price point, ticket sizes and in-store service levels.

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