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JUN 2007

Macy's Drops 'Mock Homes' for Martha Stewart†

Wall Street Journal, June 11, 2007 — Last spring, Macy's Inc. Chief Executive Terry Lundgren came up with an ambitious plan to display a massive new line of home goods produced exclusively by Martha Stewart: creating 3,000-square foot mock "homes" in key stores. Home builder KB Home planned to build the huge showcases inside Macy's stores in such cities as New York, Chicago and San Francisco.

But Macy's now has canceled the mock-home plan, citing a sharp decline in the housing market.

Category: Marketing Strategy
Tags: Macy's, Martha Stewart, Partnership Branding, Retail

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