Kmart gets traditional with domestics line

HOFFMAN ESTATES, Ill. Believe it or not, Martha Stewart has become too flashy for Kmart! The Sears Holding division is preparing to roll out a new line of domestics dubbed Abbey Hill in September with a decidedly traditional styling orientation.

Abbey Hill's a brand name, not a flesh and blood designer, but the label will represent a design identity, and that of traditional definition, the company revealed at its holiday preview event in New York yesterday. Martha Stewart Everyday also will debut new looks, but, as the collection is taking into account more contemporary elements and tending toward the "transitional" styling that so much of domestics is exploring, it will now represent the edgier side of the Kmart offering.

While identified as having a better positioning, Amy Dimond, a Sears Holdings spokeswoman, said that Abbey Hill wasn't so much subordinate to Martha as in partnership, with its best looks comparable to MSE's 5-Star.

Another Sears Holding home brand is getting a boost as well. Although the Ty Pennington brand was looking a little thin at some Sears stores recently, it certainly isn't on its way out and is actually being expanded, with more accessories, and will be the beneficiary of a style freshening in existing product segments, including bedding, for the fall.