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Meredith-Walmart announce expansion of bedding & bath products line

24
Sep '08
Walmart customers can bring the pages of their favorite magazine into their own homes with the introduction of the Better Homes and Gardens line of home products, available now exclusively at Walmart stores nationwide and online.

With more than 550 Better Homes and Gardens branded products for the bedroom, bathroom, dining room and living room, the new home collection provides customers with traditional styling at Walmart's everyday low prices.

Coordinating patterns, detailed embellishments and carefully chosen colors, fabrics, metals and ceramics create an affordable decorating solution for savvy shopper.

"From bedroom linens to bathroom hand towels, this home line brings the pages of Better Homes and Gardens magazine to life," says Gayle Butler, editor in chief, Better Homes and Gardens. "Consumers can express their own personal style with hundreds of beautiful options all at affordable prices."

Bathroom - Super soft, extra-absorbent towels are offered in 12 rich, vibrant colors. Made from Egyptian cotton, the Better Homes and Gardens towels provide maximum absorbency and comfort. Coordinating shower curtains and bath accessories complete a full bath collection.

Bedroom - Quilts, comforter sets and 12-piece bedroom ensembles are offered in fresh and familiar styles. These easy-care fabric collections include "Garden View," "Retro Stripe," "Cottage Bouquet" and "Antique Floral."

Dining Room - Dinnerware, placemats, napkins, chair pads and tablecloths in mix-and-match colors and patterns help customers create a confident personal look for their dining table.

Living Room - The finishing touches of window treatments, decorative window hardware, candle-holders, ready-to-assemble furniture and picture frames help create a room just like in the pages of the magazine.

"Better Homes and Gardens is a trusted lifestyle brand that our core customer knows and loves," explains Linda Hefner, executive vice president 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 Corporation the publisher of Better Homes and Gardens, and Walmart Stores Inc 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.

Meredith Corporation; Walmart Stores Inc


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