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Publication: License!
Publication Date: 01-OCT-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Home.(2008 ANNUAL REPORT)

Article Excerpt
[ILLUSTRATION OMITTED]

As Martha Stewart slips her ties to Kmart, licensing in the home furnishings sector is changing radically, propelled by better quality at value prices, the need for retailers to differentiate themselves in the space and an increasing number--and variety--of license programs.

Walmart, which over the past 10 years has broken price barriers in home furnishings and has boosted quality, is in the midst of a major shift. The retailer refurbished its home departments, reorganizing them into centralized and conspicuous destinations with lower-profile gondolas that replaced the tall, maze-like fixtures that had made its presentation intimidating.

At the same time, the retailer made a pair of product introductions. Canopy, a private label, is positioned to be integral to the refurbished departments and includes significant domestics, furniture...

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