While some may see the new line as too much of “a good thing,” by offering the new line-up in Sherwin-Williams retail stores, the companies contend they are filling a void in price points and customers. A Martha Stewart paint called Martha Stewart Everyday Color, also made by Sherwin-Williams, is sold at mass retail outlets such as Kmart and Sears, while a high-end line—Martha’s Fine Paints manufactured by Fine Paints of Europe—is sold at specialty shops.
“For more than 135 years, consumers have come to Sherwin-Williams for the highest quality products and expert paint advice. Today’s home decor customer—which our ongoing research defines as a sophisticated and knowledgeable female consumer—certainly expects quality and expertise from Sherwin-Williams, but she also expects more,” said John Morikis, president of Sherwin-Williams paint stores group. “The Martha Stewart brand helps us deliver on these expectations. By offering the strong package of quality, expertise and coordinated design, we hope to make these smart consumers Sherwin-Williams and Martha Stewart customers for life.”
“The Signature palette program, retailing at Sherwin-Williams price points that fall between The Martha Stewart Everyday Color program offered at mass market and Martha’s Fine Paints offered at very high-end outlets, completes our strategy of offering the highest quality product at each major channel of distribution and related price points,” added Sharon Patrick, president and COO, Martha Stewart Living Omnimedia, Inc.
The program features “an easy-to-use system for choosing color” which includes 416 oversized color cards that are cross-referenced to palette cards that suggest ways to combine colors and integrate other decorating elements.
The pilot launch, which began Aug. 27, covers four sales districts—Richmond, VA, Toledo OH, Mississippi and west Texas. A nationwide rollout is slated for spring 2002.