Home Depot to launch Martha Stewart paint line in March

Home Depot and Martha Stewart Living Omnimedia announced today the launch of an exclusive line of Martha Stewart Living interior and exterior paints set for March 2010. The two companies also announced the Martha Stewart Clean brand of environmentally friendly cleaning products will appear on Home Depot shelves in January.

The two companies announced their partnership in September. They originally announced a line of Martha-branded outdoor living and home organization to launch in Home Depot between January and February 2010.

The new paint line will feature a palette of 280 colors created by Martha Stewart and the MSLO and will be available in four interior and two exterior sheens.

The new Martha Stewart Living Paint brand is being developed and manufactured by Amsterdam-based pain coatings and specialty chemical manufacturer AzkoNobel and will be available across the United States and Canada in March 2010.

"Partnering with Martha Stewart on a new brand of paint allows us to continue our efforts in enabling our customers to easily coordinate decor and design elements when taking on home improvement projects, all while staying true to our commitment to value and everyday low prices," said Gordy Erickson, senior VP merchandising, decor. "We are also excited to announce the addition of Martha Stewart Clean to our cleaning category."

"I'm thrilled to be working with the Home Depot to provide consumers with a beautiful paint palette inspired by nature and unique objects," said Martha Stewart, founder of MSLO. "I'm also delighted that our natural Martha Stewart Clean products will be available at the Home Depot, providing safe and effective cleaning solutions for those who are concerned about the environment in their home and in the wider world beyond it," Stewart said.

This isn’t Stewart's first foray into the world of paint. In 2001 MSLO announced a deal with Sherwin Williams to develop a brand of Martha Stewart Signature paints, a 416-color palette of interior coatings to be exclusively sold at Sherwin Williams retail stores. In 2007, MSLO teamed up with Valspar to offer an exclusive line of Martha Stewart paints available only at Lowe’s.