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:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Native Ads Unmasked!

Native Ads Unmasked!

A Google product engineer introduces a browser plug-in that outs native advertising.

Good Descriptions Rate More Than Good Reviews

Good Descriptions Rate More Than Good Reviews

Price still rules as an online purchase influencer, says a new survey, but basic brand assets should not be ignored in online product presentations.

For CMOs, A Tale of Two Situations

For CMOs, A Tale of Two Situations

A survey of 525 chief marketers finds them voyaging between digital discovery and digital deliverance, riding out turbulent trends to positions of newfound respect.