Wal-Mart debuts private label Canopy program    

Bentonville, Ark. – Wal-Mart today began offering the first products of its private label Canopy home furnishings line in some stores and online at http://www.walmart.com/canopy.

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

Linda Hefner, Wal-Mart evp of home Linda Hefner 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 department layout in home, which tends to organize products by rooms, and uses better signage.

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