Martha aside, Kmart needs shaking up.(Opinion Today)
Home Textiles Today, May, 2004 by Marks, Jennifer
Kmart last week settled all the post-trial speculation swirling around its relationship with Martha Stewart by announcing that it has extended its contract to be the sole U.S. distributor of Martha Stewart Everyday goods to 2009. For Martha Stewart Living Omnimedia, the two-year extension was nothing less than a show of faith in the brand.
Omnimedia has contended since Stewart's legal battle began in 2003 that the Stewart brand has reached a point where it supersedes the tribulations of Stewart the celebrity. Kmart, apparently, is backing that horse. Of course, Kmart also presumably received some concessions for doing so. As it extended its contract--and pledged to take the brand into additional product categories, including ready-to-assemble...
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