Carole Sloan
May expand into category later, exec says

NEW YORK — A new agreement to bring Martha Stewart Collection products to Macy’s doesn’t involve furniture, but might spread into the category later.

“I think the furniture business has potential for us,” Tim Adams, CEO of Macy’s Home Store, said in an interview after Stewart and Macy’s announced the agreement today.  “Bernhardt produces the line and we’ll be meeting with Alex (Bernhardt) about opportunities.”

Rugs also are potential for development, he said. Martha Stewart’s company recently signed an agreement with Safavieh for rugs.

For now, the line — to launch in 2014 — will include bed and bath, housewares, casual dinnerware, flatware, glassware, cookware, holiday decorating and trim-a-tree products. It will focus on traditional to more contemporary neo-traditional design themes.

“Our partnership with Martha Stewart is a big opportunity for Macy’s and represents an exciting new direction that will create an enhanced shopping experience and attract new customers to Macy’s,” said Terry Lundgren Federated chairman, president and CEO.

The Martha Stewart Signature Collection, a step-up home furnishings program, was launched in 2002 with Bernhardt as the furniture licensee.

Kmart has an exclusive collection of Martha Stewart Everyday home furnishings including bed, bath, dinnerware, housewares, and ready-to-assemble and outdoor furniture.