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Expect more Martha at Home Depot

BY HBSDEALER Staff

Home Depot will make a bigger push for the female shopper this spring, largely through the introduction of coordinating Martha Stewart merchandise, company merchant Gordon Erickson told the New York Times in a Jan. 28 interview.

Erickson, the senior VP merchandising and decor, acknowledged that Home Depot is sometimes perceived as “male-oriented,” even though 50% of its customers are women. The Atlanta retailer wants to persuade its female shoppers to take on more home improvement projects with a design theme. And that’s where Martha Stewart comes in.  

“We’re basically taking categories and merchandise that are underperforming and working with Martha and her design team to add Martha products, replacing things that aren’t working,” Erickson told the Times.

Home Depot already carries a Martha Stewart line of patio furniture, cabinets, draperies, carpets and paint; this spring, her brand will extend into lighting, vanity tables and bathroom decor.

The Martha Stewart merchandise is designed to coordinate across the different categories, thereby increasing a woman’s spend on a particular project or a trip to the store, according to Erickson.

“We want the whole basket — we want the complete project,” he said.  

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Sears taps former Lehman Brothers VP to lead Craftsman

BY HBSDEALER Staff

Sears Holdings appointed Scott Freidheim, a former Lehman Brothers executive, to the position of executive VP, president – Kenmore, Craftsman and DieHard.

The move was described by Sears as "part of the continuing transformation of the company." 

"Scott is a strong leader who will heighten our focus on our Kenmore, Craftsman and Diehard brands," said Bruce Johnson, interim CEO and president of Sears Holdings. "I believe he will be a tremendous asset to this business as we drive new ideas forward."

Freidheim will continue to serve as a member of the internal holding company business unit board.

Prior to joining Sears in 2009 as EVP operating and support businesses, Freidheim was with Lehman Brothers for more than 17 years, holding officer positions in the Investment Banking, Investment Management and Corporate Divisions, including executive VP and chief administrative officer.

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Mythic selected as home site’s “green” paint

BY HBSDEALER Staff

Mythic Paint is now the featured “green” paint on Autodesk Homestyler, a free, online service allowing homeowners and designers to experiment and visualize home layout and décor ideas. 

Autodesk Homestyler allows homeowners to experiment with Mythic’s 1,232-color palette, allowing them to coordinate with their flooring selection, furniture and the overall mood they want to create, according to the companies’ press release.

Mythic is described as a non-toxic, high-performance, extremely low-odor paint. 

“Autodesk is committed to providing the best 3D design software to address the world’s environmental challenges, and offering a healthy new ‘green’ paint choice for Homestyler design projects helps contribute to a more sustainably designed world,” said Samir Hanna, Vice President, Consumer Products at Autodesk. “Mythic Paint’s wide choice in colors makes it a great fit to serve as Homestyler’s ‘green’ paint supplier.” 

 

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