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Martha Stewart, Home Depot & Outdoor Living

September 16, 2009

It is difficult to compete with the marketing efforts of such big companies as, Martha Stewart Living Omnimedia and Home Depot. So when they announced today that they are joining forces to create and sell outdoor furniture and accessories it makes me wonder, How is the small yet dedicated casual furniture dealer supposed to compete against such media giants? Well the answer is that there is no competition. Martha Stewart and Home Depot will be selling products that are for the mass market not the luxury consumer.

Today’s Garden Center reported, "The Home Depot and Martha Stewart Living Omnimedia, Inc. have announced an agreement to develop an exclusive Martha Stewart Living brand of home improvement products in select categories including outdoor living, home organization and home decor.

"Our partnership with Martha Stewart is a natural fit. For years both organizations have been the go-to destination for consumers seeking ideas and information regarding their home improvement projects," said Frank Blake, chairman & CEO, The Home Depot. "Martha and her organization offer the best, most practical design ideas for customers and together we will offer unique products at affordable prices, along with enhanced know-how to help consumers complete any project."

"We are thrilled to have the opportunity to partner with The Home Depot, the largest home improvement retailer in the world," said Martha Stewart, MSLO Founder. "Martha Stewart products have always been stylish and distinctive, with a consistently high level of quality. Partnering with The Home Depot allows us to offer a wider audience the product and ‘how-to’ information they need to complete all of their home improvement projects."

Home Depot reports that Martha Stewart and her team of designers are working side by side with The Home Depot merchant and design teams to produce a brand that allows customers to easily coordinate decor and design elements when taking on home improvement projects.

Products in the outdoor living category will begin to launch in January 2010 in the U.S. and February 2010 in Canada. Products in the home organization categories will launch in February 2010. The outdoor living line will consist of many different styles of patio dining and conversation sets ranging in price from $399 to $1,999."

So remember market to your retail customer, market to your target market and don’t worry about the mass market.

These are my outside views…Marcia Blake