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Macy's Modeling Martha

'Ultimate Collector' in Dress Rehearsal

Carole Sloan -- Home Textiles Today, June 18, 2007

Macy's has unveiled the Martha Stewart Collection of home furnishings at its store here in what might best be termed a dress rehearsal for the main event set to take place later this summer.

The store being used in this preliminary presentation is a former May Co. unit in the Palisades Center mall here that has been upgraded to Macy's presentation levels throughout, with the appearance of perhaps a C or lower B ranking unit.

As a result, the presentation of the Martha Stewart Collection products does not include the full assortment in any of the home departments. And while the bedding, housewares and tabletop groupings are in the front of each department, each collection is apart from the other.

Store signs throughout the home division advise customers that they "may see some changes in this display over the next few weeks. We'll be exploring different ways" of presenting the products.

Customers are greeted at the entrance to the home departments via escalator with an introduction sign heralding that "The ultimate collector is bringing her collection to Macy's."

The bedding in the Martha Stewart Collection is featured at the front of the department with four beds showcased. Additional bedding collections are featured along the wall display. Overall, the look is understated, softly colored and unembellished. One design, Balinese Mosaic, stands out in contrast to the others with both pattern and color that are more intense.

The bedding styles are offered in a variety of set packages of six pieces, 10 pieces and 24 pieces, as well as a number of quilt sets, sheet sets, and Martha's Choice, a 360 Pima cotton solid or lace at $34.99 for the queen. (Pricing throughout is non-sale retails.)

Among the six-piece comforter sets are Sailboat Stripe and Vintage Wallpaper, both at $200 for the queen, Bateau Stripe and Royal Ottoman, each 300-count cottons at $300 for the 10-piece sets, and Grand Florentine and Balinese Mosaic, 300-count cottons at $500 for the queen.

Quilt sets are featured in several patterns with full/queens at $250. Sheets, either as part of sets or in sets of their own, range from 300-count 100% Egyptian cotton at $260 for a queen set in Trousseau; to $190 for a queen set in Maidenhair Fern, a 400-count cotton; to a 400-count Pima cotton at $120 for the queen set.

Throughout the home textiles department are other items: an acrylic throw, Pom Pom, at $80; hard to find bed pillows at $60 for a pair of synthetic filled styles; a reversible down comforter in 250-count cotton at $250 for the full/queen; and a down alternative comforter, polyester filled, at $180 for the full/queen.

In bath, the Martha towel is sequestered between other Macy's favorites — from Charter Club to Ralph Lauren — distinguishable only by its diamond dobby. The Egyptian cotton style in 30-inch-by-58-inch size is $22 in 12 colors. A cotton bath rug is $29.99.

In other departments, there is a Special Occasions assortment of kits, mixes and how-to's of sugars, cake and cookie mixes for gifts as well. Gadgets are extensive, with silicon a key material and non-stick aluminum cookware at $149.99 for a 10-piece set.

In the furniture department, the company is featuring the Martha Stewart Signature from Bernhardt with Lily Pond, Skylands, and Opal Point the featured groups.

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