Macy's Bets Big on Martha Stewart.
Home Textiles Today, May, 2007
By Carole Sloan Cincinnati - Macy's is placing significant emphasis on the upcoming exclusive Martha Stewart Collection to turn around its sluggish home business. In addition to product, the Martha Stewart Collection represents "large amounts of marketing and presentation efforts and investment," said Terry Lundgren, president, chairman and ceo of Federated Department Stores, addressing the annual shareholders meeting here last Friday.
The slowdown in its home division "has had a significant impact" on the company's total business, which has not been robust. Home accounts for 15% of Federated's total revenues. The home challenge has been felt in all divisions of the Macy's Group, but especially in the former May Company and Marshall...
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