Home Depot (NYSE: HD) will add Martha Stewart Living products to its shelves this spring. The houseware behemoth is hoping to get a leg up on one of its biggest competitors, Lowe's (NYSE: LOW) by appealing to more female shoppers, and softening its image as a chain that specializes in lumber, power tools and other home building products.
Half of the chain's customer base already is comprised of women. Our lives today are so busy that we look for simplicity, and I think what Martha brings to this particular product category is effortless coordination, said Robin Marino, president of merchandising at Martha Stewart Living Omnimedia.
The products will include almond-colored benches with matching scalloped mirrors and swaths of carpet in Wilderstein Brook Trout and others designed by the Martha Stewart line.
People are starting to spend more money, and we need to participate in that, said Gordon Erickson, Home Depot's senior vice president for merchandising and decor.,