VirtualMall: Macy's

Macy's Launches the "Martha Stewart Collection™" Nationwide

Marking Macy's largest brand rollout ever, the Martha Stewart Collection offers unique ideas and inspired solutions for decorating, cooking and entertaining

macys.comMacy's announced the official launch of its exclusive "Martha Stewart Collection," available at all of its full-line department stores across the country and at macys.com/marthastewartcollection. Representing the largest brand rollout in Macy's history, the Martha Stewart Collection is a broad assortment of bed, bath, entertaining, and cooking products inspired by Martha's personal collections and favorite thingsTo celebrate the launch, Martha Stewart surprised the entire studio audience at the season premiere of her Emmy-winning "how-to" program THE MARTHA STEWART SHOW with a shopping spree at Macy's Herald Square in New York City. Footage from the shopping excursion will air on THE MARTHA STEWART SHOW on September 11 (check local listings) and on the Macy's Jumbotron in Herald Square from 1:00 PM - 2:00 PM ET.

"The new Martha Stewart Collection takes Macy's home assortment to a whole new level of interest and relevance for our customer-supported by an editorial voice that is one of the world's most-recognized authorities on home decorating, cooking and entertaining," says Tim Adams, chairman and CEO of Macy's Home Store.

"In the spirit of Martha's own love of collecting, the new product at Macy's is an authentic expression of the Martha Stewart perspective, articulated throughout the collection with personal inspirations like design references from her antique linen collection to new interpretations of faux bois. The Martha Stewart Collection at Macy's is a true reflection of her magazines and the product in the original Martha by Mail Catalog coming to life in our stores."

The Martha Stewart Collection encompasses a broad range of home goods- including bed and bath textiles, housewares, casual dinnerware, flatware, glassware, cookware, holiday decorating and trim items- all developed exclusively for the discerning Macy's customer.

"The Martha Stewart Collection at Macy's is inspired by treasures in my personal collections from around the world and by beautiful, useful items that I love in my own home," says Martha Stewart, Founder. "I am very excited to officially launch the Martha Stewart Collection today and bring my studio audience on the ultimate shopping trip."

Macy's stores also carry Martha Stewart Collection home furnishing products, Special Occasions merchandise, bridal registry items, and Martha Stewart books. The line also offers products such as holiday-specific food preparation pieces like cookie cutters, cake stencils and decorating kits that expand Macy's into new categories.

"The Martha Stewart Collection at Macy's is the realization of her distinct editorial voice-the ideas you've come to expect from her, translated to a lifestyle story on our selling floor," says Adams.

Martha Stewart Collection "shops" are prominently positioned within each respective department. In "The Cellar," for example, Martha Stewart Collection Cooks' Tools are merchandised together, with a wall of tools and kitchen accessories anchoring the brand's in-store design statement. In decorative housewares, the Martha Stewart Collection casual dinnerware, glassware, flatware, and oven-to-table products are mixed and stacked on display tables or presented on fixtures that replicate those in Martha's home and television studio set.

"The Martha Stewart Collection at Macy's has a pure Martha 'tone' and appearance. It's the intersection of her unique perspective on color, classic style, and collecting inspirations that make this brand so special," says Adams. "It's these same characteristics that will add real lift and differentiation in our stores."

The Martha Stewart Collection is available exclusively at Macy's and macys.com.

NEW YORK - September 10, 2007 -
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