Flooring News and Information

New York, NY, Oct. 31— Martha Stewart Living Omnimedia , Inc., Bernhardt Furniture Company and Shaw Industries have signed two multiyear merchandising partnerships through which furniture and floorcoverings bearing the Martha Stewart Signature specialty brand label will be offered to consumers. MSO and Bernhardt entered into an agreement through which they will collaboratively design and market furniture products that Bernhardt will manufacture and distribute to department stores and furniture retailers nationwide. MSO and Shaw will collaboratively design and market floorcovering products that Shaw will manufacture and distribute to floorcovering retailers nationwide.

The partnerships represent a significant expansion for the Martha Stewart Signature brand, which is MSO's specialty-tier merchandise offering and is focused on an integrated approach to the decorating process. These programs join the Martha Stewart Signature paint palette program currently available at 45 Sherwin-Williams Stores, and set to roll out nationally to over 1,500 Sherwin-Williams Stores in 2002, and the Martha Stewart Signature fabric program (launched in 1999 as Martha Stewart Home -- to be rebranded Martha Stewart Signature starting fall 2002) available through interior designers and fabric retailers, including Calico Corners. The floorcovering offerings will include area rugs, hardwood flooring, broadloom, laminates and ceramic tile. They’re expected to be available at retailers in late 2002. The furniture offerings will include bedroom, dining room and living room collections and are expected to be available at retailers in early 2003.

Martha Stewart, chairman and CEO of Martha Stewart Living Omnimedia, said, "This expansion of the Martha Stewart Signature brand label represents a significant step toward our goal of providing specialty tier consumers with the ability to decorate their homes in a thoughtful, comprehensive fashion using our unique approach. By offering consumers an integrated approach through our Martha Stewart Signature offerings, now including floorcoverings and furniture, they will have the tools they need to decorate room by room, floor to ceiling, in a step by step program. By combining the quality, reliability and expertise of our new partners—Shaw and Bernhardt—with MSO's design expertise, knowledge and brand, we are significantly expanding the solid growth potential of our merchandising segment."

"We feel combining the manufacturing and distribution strengths of Shaw Industries with the creative and branding talents of Martha Stewart Living Omnimedia is an exciting fit for the flooring industry. The partnership of Shaw and Martha Stewart will be a true benefit for the consumer," commented Robert Shaw, chairman and CEO of Shaw Industries.