MARTHA STEWART MOVES INTO ZELLERS
By Adnews Staff
Toronto-based Zellers Inc. has teamed up with the queen of home decor, Martha Stewart. The retailer has entered into a multi-year agreement with Martha Stewart Living Omnimedia LLC of New York to sell Martha Stewart Everyday Home, bed, bath and kitchen products in Zellers outlets. Initially, the products will be sold in 100 Zellers stores in Ontario, then be rolled out across Canada in the fall. The bedding products will be sold under three labels: Blue, White and Silver. The Blue line is the low-end line, while the Silver is the high-end line. The bath collection includes: bath towels, bath sheets and hand towels, face cloths, shower curtains, bath rugs, as well as accessories such as soap dishes tumblers, tissue covers, waste baskets and wall borders. For the kitchen, the Martha Stewart line will include placemats, napkins, napkin rings, chair pads and kitchen towels. The Martha Stewart Everyday line will be prominently featured in Zellers stores as a store within a store. The new line will be promoted using TV and newspaper ads, as well as flyers. In the fall, national magazine and outdoor ads will also be used. The ads will be created by Working Class of New York.