Kmart, Martha Stewart To Part Ways In January

Kmart’s relationship with Martha Stewart Living Omnimedia will end in January 2010, a spokesperson for MSLO told homeworldbusiness.com. The spokesperson made the statement in an interview with HOMEWORLD BUSINESS® about the new partnership between MSLO and The Home Depot.

“Both Martha Stewart Living Omnimedia and I appreciate the long and productive relationship we have enjoyed with Kmart and Sears Holdings. Although we were not able to agree on terms that would have allowed us to continue working together, we wish our friends at Kmart and Sears Holdings all the best,” said Martha Stewart, founder of MSLO in a statement.

According to a statement by Doug Wurl, vp/gmm for parent company Sears Holdings, the move is part of a larger Home strategy to introduce a broader portfolio of new brands and designs to Kmart consumers. “After declining to pursue an extension of our contract with Martha Stewart, we are moving beyond an offering that centered on one brand,” said Wurl. He noted that last fall the Jaclyn Smith Home collection was introduced in line with this strategy, and the Country Living collection, based on the home fashions magazine, was also recently unveiled.

For more details, see the November 9 issue of HOMEWORLD BUSINESS®.