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The Home Depot And Martha Stewart Living Omnimedia Extend And Expand Agreement For Popular Martha Stewart Living Product Line

Stocks in this article: HDMSO

ATLANTA, Feb. 29, 2012 /PRNewswire/ -- The Home Depot®, the world's largest home improvement retailer, and Martha Stewart Living Omnimedia, Inc. (NYSE: MSO) today announced they have extended their agreement to offer Martha Stewart Living branded products in The Home Depot's 2,000-plus stores through March 2016, and will offer an expanded array of products.  The pact builds on the successful partnership between The Home Depot - the go-to destination for home-improvement products - and the Martha Stewart brand, which is known for providing consumers with quality, practical design ideas and affordable home-project solutions.

(Logo: http://photos.prnewswire.com/prnh/20120229/NY61576LOGO )

Since launching in January 2010, the Martha Stewart Living line, available in categories such as interior and project paint, outdoor furniture, kitchen cabinetry, carpeting and bath vanities, has been a strong addition to the offerings at The Home Depot.  The new agreement will include these categories and will also include a new craft furniture line as well as a broader array of holiday merchandise.

In addition, the Martha Stewart Living paint program, available only at The Home Depot, was recently re-launched and now all of the 280 designer colors in the Martha Stewart Living palette can be mixed with Glidden-based paint, including the new Duo Paint + Primer.

"Martha Stewart Living has been a great partner and a natural fit, and the line has tremendous appeal, particularly for women who represent half of our customers," said Gordon Erickson, senior vice president of Decor for The Home Depot.  

Lisa Gersh, president and COO of MSLO stated: "The Home Depot and Martha Stewart have both inspired a do-it-yourself movement that is enjoying a resurgence in this country.  It's a powerful combination. We're as excited about this partnership today as we were when it was first announced and we look forward to continuing to build on our offerings with new designs in new categories."

Research has demonstrated that the addition of the Martha Stewart brand in The Home Depot stores resulted in some consumers shopping longer and spending more. (The Home Depot internal research, 2011)

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