Martha Stewart Launches Brand Online

Share this article:
Martha Stewart's famed Martha Stewart Everyday mass-market line for Kmart Corp. stores is now online.


The $1 billion line of home and garden products retails at a Martha Stewart Everyday microsite, part of Martha Stewart Living, Omnimedia's BlueLight.com joint venture with Kmart. The three-year-old brand was available only in Kmart's 2,100 stores across the country until yesterday.


"We basically are opening another means of distribution and we intend to support, promote and grow it together with BlueLight," said Sharon Patrick, president of Martha Stewart, New York.


At first only 1,379 stock keeping units or items -- a third of the total Martha Stewart Everyday line -- will sell at the co-branded location on www.bluelight.com that can also be accessed from www.marthastewart.com. A complete offering, including housewares, is slated for the fourth quarter.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.