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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 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.