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Walmart completes launch of Better Homes and Gardens line


DES MOINES, Iowa and BENTONVILLE, Ark. Walmart has completed its launch of its Better Homes and Gardens brand products.

The Better Homes and Gardens line includes more than 550 products for the bedroom, bathroom, dining room and living room.

"Better Homes and Gardens is a trusted lifestyle brand that our core customer knows and loves," explains Linda Hefner, evp and general manager of the home division at Walmart. "The addition of the Better Homes and Gardens brand complements our other strong brand offerings in Walmart Home."

The new home collection represents the largest extension of the Better Homes and Gardens brand in its 86-year history. The agreement between Meredith, the publisher of Better Homes and Gardens, and Walmart Stores for the design, marketing and retailing of this wide range of home products was announced in October 2007.

The Better Homes and Gardens line at Walmart is being supported by an extensive multi-platform marketing and advertising campaign that includes national television spots; inclusion in Walmart's advertising circular; inserts and cover wraps with Meredith magazines; in-store signage; and viral marketing. Launch of the line is also supported by a virtual showroom of the Better Homes and Gardens merchandise --

Meredith and Walmart also announced an expansion of the home product line that builds on this initial launch. It will include more bedding and bath products, as well as additional outdoor and garden pieces and accents. Items from this expanded list are expected in stores by fall 2009.

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