Business Services Industry
With Martha Stewart's Golden Touch, Egyptian Reigns Supreme.
Knight Ridder/Tribune Business News, June, 1999 by Hopkins, Stella M.
Knight Ridder/Tribune Business News
Jun. 11 -- Martha Stewart, the doyenne of do-it-all domesticity, has outdone herself in textiles.
First came Kmart's 1997 launch of the Martha Stewart "Everyday" line of sheets, towels and other home fashions. First-year sales were $500 million -- and a boon for Carolinas mills. This year, Kmart expects Martha sales to crack $1 billion, and Martha still keeps a lot of Carolinas looms running with sheets and towels.
Along the way, she also elevated Egyptian cotton -- cotton grown in Egypt -- from niche to household name by using it in some towels.
"If Martha says, `This is the way to go,' " America really listens," said Chuck Hansen, chief executive of Pillowtex, which owns Fieldcrest Cannon and...
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