Macy’s Introduces New Martha Stewart Collection “WHIM”

MAcys whimToday, Macy’s and Martha Stewart Living Omnimedia announced the launch of Whim, an exclusive bedding and dinnerware collection from Martha Stewart available only at Macy’s. Now available on macys.com and in select Macy’s stores starting March 2015, Whim offers comforter sets, sheets and quilts in playful prints and colors, as well as colorful dinnerware.

“It’s wonderfully fun, fresh and vibrant, easy to live with, and in addition, very affordable,” said MSLO Founder and Chief Creative Officer Martha Stewart. ”I think consumers who want something new and different will discover a lot to love in the Whim collection. Add a bit of whimsy to your rooms!”

To create this collection, MSLO’s talented team of young designers turned to their own homes and personal styles for inspiration. The result is a whimsical and sophisticated assortment, perfect for decorating a first home or reimagining an existing one. Designed to combine effortlessly, Whim products include easy-to-care-for, 100% cotton bedding, with quilts, shams and five-piece comforter sets in colorful prints and cheerful solids. The collection also features coordinating sheet sets in playful designs such as zebras, flamingos, stripes and polka dots.

012615_Martha_Whim_Banner1_1159924The Whim collection also includes a 16-piece dinnerware set (online only) with four stoneware dinner plates, salad plates, bowls and mugs, available in four fun hues: blueberry pie, candy apple, pool and lemon zest. Consumers can purchase one color for a monochromatic look, or buy two or three shades and combine them to create a lively table.

“We’re thrilled to bring this exciting new line to our savvy, stylish customers,” said Stephen Cardino, VP/Home Fashion Director for Macy’s. “Designed to mix and match, the collection features a range of bold designs and speaks to the idea of relaxed, casual living. It’s perfect for our shoppers who are looking to refresh their homes this spring by changing the look of a bedroom or creating a beautiful table setting when entertaining family and friends.”

Whim bedding ranges from $50 to $200 and the 16-piece dinnerware set is priced at $59.99. Products are available now at macys.com/martha and will be introduced in Macy’s stores March 2015.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.