Macy's launches new celebrity home collection

Move over Martha – Macy's (NYSE:M) has a new celebrity-driven exclusive brand. The Kelly Ripa Home collection is the department store's latest addition to its private label stable.

The line includes bedding sets, furniture and area rugs. The bedding and rug collection is available now in stores and online – furniture will be added this summer.

Ripa has hosted "Live with Kelly and Michael" (formerly with Regis Philbin) for 15 years on ABC. This is her first collection in the home and interior design categories.

"Kelly Ripa warms the hearts of America each morning through her talk show and we're thrilled to welcome her into the Macy's family with the Kelly Ripa Home collection," said Shawn Austin, Macy's exec-VP and GMM of home. "Whether you are starting a new home or refreshing your current one, there is something for everyone in this new line."

Macy's private label products and exclusives have long been a staple for the department store. In spite of a squabble between Martha Stewart and Macy's CEO Terry Lundgren that ultimately ended up in court and forced an end to a relationship with JCPenney in 2013, Stewart's brand remains at Macy's and will sell alongside Ripa's in the home department.

For more:
- see this Macy's press release

Related Articles:
Macy's Lundgren takes $1.1 million pay cut
Macy's to reduce coupons, limit deals
Macy's to open 16 Backstage stores