US: Martha Stewart expands into Wal-Mart

Create and Celebrate lines debuting across US and Canada outlets.
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Martha Stewart is expanding her Crafts line into Wal-Mart stores across the US and Canada. Two new ranges - Martha Stewart Create and Martha Stewart Celebrate - will debut from this month.

Martha Stewart Create will feature the likes of paper, cutting mats, tools, pens, glitter, markers and ribbons. Craft and activity kits will include jewellery making kits, pipe cleaner animals, memory keeping kits, party decor and card making.

Martha Stewart Celebrate, meanwhile, will showcase ready made, paper-based wedding essentials like stationery, guest books, favour boxes, cake toppers and customisable centrepieces.

"Sharing ideas and inspiration about crafting and celebrations are an integral part of our company and all that we offer," commented company founder Martha Stewart. "Anything that makes the job of the host and hostess easier is of the utmost importance to us."

Martha Stewart Crafts launched in 2007, with the crafts sector in the US worth around $30 billion.

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