Sears, Kmart launch 'Country Living' decor line

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By WSBT News1

Story Created: Apr 7, 2009 at 9:51 AM EST

Story Updated: Apr 7, 2009 at 9:51 AM EST

CHICAGO (AP) — A new line of housewares and furniture bearing the name of Country Living magazine will debut at Sears and Kmart stores this fall, executives said Monday.

The Country Living line, which will include products from sheets and towels to living room furniture, could help fill any void when the retailer's long-standing agreement with Martha Stewart expires early next year.

While Sears Holdings Corp. said the brand is not a substitute for the products now marketed with the Martha Stewart Everyday tag, the Country Living line may draw more affluent customers to the chains. Kmart has been selling the Martha Stewart Everyday home line since 1997.

Prices for the Country Living collection are deliberately low and range from $3.99 for candles to $349 for dining room furniture, the companies said.

"We believe that the quality and design attributes of the collection will resonate with all customers looking for value and decorating solutions," Doug Wurl, vice president of Sears Holdings home fashions division, said in a statement.

Terms of the agreement with Country Living, a magazine with about 11 million readers that is published by Hearst Corp., weren't disclosed.

The items will be sold in 1,200 Kmart stores and 500 Sears stores beginning in September. They'll also be available on the two retailers' Web sites.

Sears and Kmart are both owned by Hoffman Estates-based Sears Holdings, which is led by financier Edward Lampert. New York-based Hearst is privately held.

Sears Holdings shares sank $3.47, or 6.3 percent, to close at $51.22 Monday.

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