The Home Depot and Martha Stewart Living Omnimedia, Inc. (MSLO) today announced an agreement to develop an exclusive Home Depot Martha Stewart Living Paint for interior and exterior, continuing the company’s commitment to providing consumers with distinctive, innovative merchandise while delivering value and everyday low price. The Home Depot will also sell Martha Stewart Clean, a new Eco Options-certified line of cleaning products, developed with and marketed by the Hain Celestial Group, Inc.
The Martha Stewart Living paint palette will consist of 280 handpicked colors created by Martha Stewart and the MSLO design team. All colors will be available in interior and exterior paint in four interior and two exterior sheens. In addition, the interior paint palette will be available in 8-ounce tint-able testers, and 12 of “Martha’s Picks” will be available pre-tinted.
Developed in a partnership with and manufactured by AkzoNobel, Martha Stewart Living Paint will be available at The Home Depot stores across the U.S. and Canada in March 2010.
Martha Stewart Clean will include 10 highly-effective, environmentally friendly cleaning products for laundry, kitchen, bath and general cleaning needs for every room. Martha Stewart Clean will carry the Eco Options label, The Home Depot’s certification for products that meet certain environmental performance criteria. This designation allows consumers to identify products that have less of an impact on the environment than traditional products in the same category.
Martha Stewart Clean will be available at all The Home Depot stores across the U.S. starting January 2010.
“Partnering with Martha Stewart on a new brand of paint allows us to continue our efforts in enabling our customers to easily coordinate décor and design elements when taking on home improvement projects, all while staying true to our commitment to value and everyday low price,” said Gordy Erickson, senior vice president of Merchandising, Decor. “We are also excited to announce the addition of Martha Stewart Clean to our cleaning category. Martha Stewart Clean will offer consumers an environmentally friendly yet effective option in cleaning.”
“I’m thrilled to be working with The Home Depot to provide consumers with a beautiful paint palette inspired by nature and unique objects,” said Martha Stewart, Founder of MSLO. “I’m also delighted that our natural Martha Stewart Clean products will be available at The Home Depot, providing safe and effective cleaning solutions for those who are concerned about the environment in their home and in the wider world beyond it.”
“Martha Stewart is a trusted source of inspiration for consumers seeking ideas and information regarding their home improvement projects,” said Robin Marino, President and CEO of Merchandising for Martha Stewart Living Omnimedia. “Developing an exclusive paint brand with The Home Depot furthers our goal of offering consumers unique products at affordable prices.”
In September, The Home Depot announced a partnership with MSLO that will weave the Martha Stewart Living brand throughout many of The Home Depot’s existing Do-It-Yourself (DIY) categories, including Outdoor Living, Home Organization and now Paint, in addition to the Martha Stewart Clean line of products.
Both The Home Depot and MSLO are in the process of developing additional product offerings that will be available in 2010, and more details will be announced in the first part of next year.