Martha Stewart and Wedgwood Team Up

by Deidre Woollard (RSS feed)
Jan 1st 2008 at 9:03AM

After years of selling her lines with Kmart, Martha Stewart has made the move up the ladder a bit to Macy's. Her latest line is a collaboration with Wedgwood that will only be sold at Macy's. The line, which just became available in stores, features 10 fine bone china patterns, six crystal stemware patterns, and six stainless steel flatware patterns. The pieces are inspired by some of Martha's favorite pieces of china. Each china pattern is available in five -piece place settings, ranging in price from $99-$159. The six stemware patterns range from $30 to $37 per stem and the flatware costs from $45 to $60 for a 5-piece place setting.

It's an attractive line and it is interesting to watch the trajectory of Stewart, who started at the higher end of the entertaining world, then, as her popularity increased, created a series of lower-priced lines. Now, with her popularity perhaps experiencing a slow and graceful fade, she has headed back into what seems to be more natural territory.

Gallery: Martha Stewart Wedgwood Line

Filed under: Decor

Source

Subscribe to these comments

Reader Comments (Page 1 of 3)

Mike Jan 29th 2008 11:04PM

I absolutely applaud Macy’s strategy of negotiating exclusives with mass-appeal designers like Martha Stewart and Tommy Hilfiger, to name just two. Target has certainly shown us the power of the excusive deals which positioned them as relevant arbiters of trends – even in a discount environment. Of course, Macy’s is not Target and is supposedly courting an aspirational customer, including those who may now be shopping at Target.

Macy’s is seeking to make department stores relevant again and this is one of many well-considered strategies they are employing, as well as effectively positioning their own brands (INC, Hotel Collection, etc.), improving the store environment, etc.

Here’s my question: Will the consumer (particularly the aspirational customer) ever tire of the next great Martha collection?

My concern is that like anything that seems to be working, stores will often find a way to beat it to death. In this case by devoting potentially too much space and crowding out and marginalizing other options. The space Macy's is devoting to the product is amazing.

Please, Macy’s. As you score more of these incredible exclusive deals (i.e. the recent Tommy Hilfiger coup), keep your aspirational customer in mind. We want the products – but we want them to feel special. Don’t overdo the presentation or the marketing.

http://mikeosorio.wordpress.com

Rollando Jan 6th 2008 8:24PM

When K-mart bought out SEARS or perhaps it was the other way around, I thought or had expected Martha Stewart to introduce the new kitchen wares by Craftsman! Or at the very least a new cookbook for her time in prison, "The Cook Book Blues" or "How to improve prison foods." Sarcasm aside..... nothing seem to stop Martha. She continues to re-invent herself. Good luck!

susan sta Jan 6th 2008 11:49PM

I did appreciate someone of her caliber, having her line of designs at a store like Kmart. I am disappointed that now, after prison, she has decided Macy's will have her line. Many of us, can't afford to shop in places like Macy's. Maybe Martha did change, while in prison.

LeeAnn Jan 6th 2008 9:08PM

I for one have purchased many items that Martha Stewart has and am very pleased with the purchases. After perusing the China, I definitely know which pattern I want. I wish her much luck with her new line of goods and continued success. Just goes to show you that you can never knock a good woman down without her getting back up and becoming better than ever!!!! You go Martha!!

nannajules Jan 6th 2008 8:58PM

Good for Martha. So many men are envious of her. A woman who made it in a man's world.
You go Martha.

john Jan 7th 2008 12:02AM

Martha is living the American Dream! I am a man who has always admired Martha and believe she caught a bad break but paid her debt. I don't believe for a minute that you actually believe this is a mans world! I think things have become fairly equal for women and men in this country. If you conduct a survey, you will learn that more women are jealous of Marthas success! More women claim to hate the domestic devo than men most likely as a result of jealousy! This is not a good thing! Congratulations Martha on moving on up to Macy's! I always thought you have too much class for Kmart and Sears!

katdat1919 Jan 6th 2008 9:05PM

"It's a good thing!", as Martha always said. She is a good person! You goooo Ms. Martha! Show those dudes that it can also be a woman's world too! Good luck! kat

SusieQ Jan 6th 2008 9:19PM

Good for Martha! I have always been impressed with her reinvention of herself. I just knew that I should have bought stock in MSO when she was in jail.

TNCOLETTE Jan 6th 2008 9:26PM

Isn't Macy's closing several of their stores? Isn't that a bad sign?

Katie Jan 6th 2008 11:05PM

"Isn't Macy's closing several of their stores? Isn't that a bad sign?"

From what I've read, Macy's is closing some underperforming stores. However, IIRC, they plan to open some new ones (I just don't remember where the new ones will be).

LeeAnn Jan 7th 2008 3:27AM

Yes, you are correct that Macy's will be closing about 9 stores. However, given that they purchased many other big name stores, they will still be in business. Down here in Florida they overtook what was known as "Burdines". In some areas there were Burdines so close together in a certain area that it made no sense to keep both of them opne, so the one they thought did best and served the customer best in locale stayed open. However, if you have never been to Macy's 34th Street in NYC, you have to check it out. It is HUGE and during the Christmas Holiday Season, there is NOTHING quite like Macy's. A true show within itself.

Steve G Jan 7th 2008 4:45AM

TNC,
Closing a few stores is strictly a business decision, as is opening new stores. A chain as big as Macy's should be expected to close at least a few stores, especially in an environment of weakening consumer discretionary spending.

Henriette Jan 6th 2008 9:32PM

I am so pleased to learn of this venture--I am fortunate that my mother purchased many sets of Haviland-Limoges china back in the 60's and I have it now--these sets include individual butter pats--so great--I hope Martha Stewart adapts some of the old in the new-- I will have to have a look and perhaps begin a set for my grand-daughter--I love the mis-matched look of china and sterling--thanks to Martha-it is finally acceptable....and being from the South-we never mis-matched--but my Mom did--well, the dessert plates did not necessarily match the main course plate--you get my drift--good for Martha Stewart and Better for us All. Henriette

The Man Jan 6th 2008 9:35PM

Wah wah she made it in a mans world. Who gives a crap about that. Sounds like a bitter female whining to me. Maybe if I go to jail I can get out and be successful like Martha?

mstravelbug Jan 6th 2008 10:27PM

I am not a big fan of Martha Stewart, but she was successful BEFORE she went to jail. Can you say the same? I doubt she owes her present success to her stint wearing orange, but go ahead and give it a try and see how you end up when you come out.

Dorothy Tarantino Jan 6th 2008 9:39PM

Some underperforming Macy stores are getting ready to close, but I'm sure they will not be the ones where Martha's new line will be shown--and sold.
I am a bit concerned about the slide in the economy in gen-eral, which seems to be getting worse. When things get really tough, people can't afford the nicer things in life, unless they are among the 1% of ultra-rich, and I'm not sure they would go to Macy's for their accouterments.

Sandra Jan 6th 2008 9:47PM

The new dishes are beautiful. Way to go Martha.

Sarah Jan 6th 2008 10:04PM

Martha seems to be unstoppable when it comes to marketing her persona. The public is captivated by a convicted FELON!! She's a convicted criminal who served time in prison. Who would be so stupid to buy her crap? Just think about it ladies.

olga Jan 7th 2008 5:59AM

i am also glad for Martha and wish her the best. She did not depend on any men to succeed. I love all your products Martha.Congrats on all you do. Good luck, Olga.

M. C. H. Jan 6th 2008 10:21PM

I'm sorry, but anyone who lies and ends up in jail for it can't trusted. I wouldn't buy products from someone who is dishonest and appears to be only out for herself. Many on this board keep saying what a good person she is. Unless you know her personally, how do you know that?
Yes, she was a successful businesswoman. There are many women who are-(without going to jail, I might add,) but if she were not so famous and ended up where she did, would people still cheer her on like this?
I think people carry their hero worship a little too far.
I won't be standing in line at Macy's!

| 1 | 2 | 3 | Most Recent | Next 20 Comments