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Wal-Mart Debuts Canopy Private Label

Line Positioned as 'Easy Living'

Wal-Mart began offering the first products of its private label Canopy home furnishings line in some stores and online at www.walmart.com/canopy last week.

The program categories will include comforter sets, bed linens, dec pillows; shower curtains, bath towels and accessories; tabletop; furniture; dinnerware; and decor, the $375 billion retailer said, emphasizing its "price leadership promise" to position the goods "up to 40% below competitors."

Linda Hefner, Wal-Mart evp of home, characterized Canopy as "timeless style that's easy to live with, easy to care for and surprisingly easy to afford."

The Canopy launch is Wal-Mart's major soft home initiative for the first half of 2008; it will be followed in fall by the launch of a new line of Better Homes and Gardens branded products in conjunction with magazine publisher Meredith Corporation.

Both lines will be afforded the latest Wal-Mart departmental layout in home, which tends to organize products by rooms, and uses better signage.