Martha Stewart Living Omnimedia is readying a big push to sell a variety of home-improvement goods at Lowe’s, the large home goods chain.
Yesterday the company said it would begin selling a new paint line, called Martha Stewart Colors, at Lowe’s, the nation’s second-largest home-improvement retailer after Home Depot.
But that deal, which expands the Martha brand into the home-improvement category, is just the beginning, as the company is expected roll out a whole slew of products, such as rugs and cabinets, at Lowe’s.
The deal is also part of a larger drive to get Martha Stewart products into retail outlets other than Kmart, which has emerged from bankruptcy but was forced to shutter some stores.
In this vein, the company also has an exclusive home merchandise deal with Macy’s.
Stewart, the company founder, said, “We have created for Lowe’s an entirely new, fresh and beautiful color palette that is inspired by many of the things I live with on a daily basis – my gardens, the landscape, vistas, my pets – my entire environment.”
The paint line will offer 350 colors priced at $25.
Martha Stewart Living is in the midst of climbing back from the depths associated with Stewart’s conviction and prison sentence for lying to federal agents about a stock transaction.