Tag Archives: whim

Martha and Macy’s Announce New “Whim” Collection


Martha and Macy’s appear to have gotten their business relationship back on track, and have just announced the all-new Whim Collection of household items, to be sold exclusively at Macy’s. Based on Martha’s quote below, it sounds as if the new collection has much in common with the items planned for Martha’s store-within-a-store at JC Penney’s stores. Interestingly, the new collection is presented as stand-alone, and branded with the Whim logo (shown above). The collection does look to have brighter colors, and might appeal more to a younger demographic. FOMs: What do you think? Are you ready for the Whim Collection, or do you think Martha Stewart doesn’t need a sub-brand?

From the press release:

“It’s wonderfully fun, fresh and vibrant, easy to live with, and in addition, very affordable,” said MSLO Founder and Chief Creative Officer Martha Stewart. ”I think consumers who want something new and different will discover a lot to love in the Whim collection. Add a bit of whimsy to your rooms!”

If you like, you can read the entire press release.

Tagged , , , , , ,