New MSE holiday line begins rollout at Kmart
Staff Staff -- Home Textiles Today, October 23, 2002
Miami — Although Martha Stewart Living Omnimedia and Kmart do not officially unveil the new Martha Stewart Everyday holiday line until early November, product has already begun rolling into stores.
As seen during HTT store visits in New York and Miami, the collection follows the classic Martha Stewart Everyday formula: presenting a variety of product in color-coded packaging that includes instructions on how to use and care for the item as well as a bit of lore about the item or a holiday tradition.
The line has been broken into six themed collections: First Snowfall (icy colors); Winter Blossoms (roses, mauves and golds); Christmas Favorites (MSE's signature green, with mauve, gold, aqua and teal); Woodland Holiday (deeply saturated purples, golds and reds); Classic Christmas (candy-colored hues, polka dots and candy cane striping); and Gold Luster (golds, reds and warm metallics).
Textiles available in the stores visited by HTT include tree skirts in various constructions priced at $14.99 for a 44-inch, $29.99 for a 49-inch and $19.99 for a 52-inch as well as a mantle cloth for $15.99. Stocking prices ranged from $9.99 to $14.99. Most goods were made in Guatemala, although some were produced in China and Nepal.
The remainder of the assortment seen by HTT included glass ornaments in a variety of sizes (either with pearl finish or shiny) in boxes of four or eight for $4.99; assorted single ornaments from $2.99 to $4.99, and snow globes for $14.99. Strings of holiday lights were offered in pearl finish or regular in a single color or assortment colors in packs of 15 and 25 and priced at $7.99.
Three garland types are offered: Fancy Tinsel garland for $5.99, Sheer garland (a whorl of ribbon) for $5.99, and a beaded garland for $4.99. Bow offerings included a set of 12 tree bows for $5.99, a pair of medium-sized decorative bows for $4.99 and a large tree-topper bow for $4.99.
The assortment as seen by HTT rounded out with holiday stems of pine cones, painted baby's breath or twirls priced at $4.99 for a bunch of three. Also offered were 12-foot rolls of decorative ribbon for $5.99 and a variety of wreaths priced from $12.99 to $29.99.
Industry Related Content
Celebrity Branding at NY Home Fashions Market