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Macy's, MSLO join on Whim line.

MACY'S AND MARTHA STEWART LIVING OMNIMEDIA (MSLO) have jointly launched Whim, an exclusive bedding and dinnerware collection from the home furnishings icon. The branded line made its bow on in February, and is slated to appear in select Macy's stores starting this month.

Components of the Whim collection include 100 percent cotton bedding, which itself encompasses quilts, shams and five-piece comforter sets. The bedding segment also has coordinating sheet sets in "playful" designs such as zebras, flamingos, stripes and polka dots, according to a Macy's statement.

Whim also offers a 16-piece dinnerware set, which is available online only. The dinnerware includes four stoneware dinner plates, salad plates, bowls and mugs, in shades of blueberry pie, candy apple, pool and lemon zest.

Whim bedding ranges in price from $50 to $200, while the 16-piece dinnerware set is available for $59.99.

In creating this collection, according to the Macy's statement, MSLO's team of designers drew inspiration from their own homes and personal styles. The resulting looks are "whimsical and sophisticated...perfect for decorating a first home or reimagining an existing one."

Martha Stewart, founder and chief creative officer of MSLO, said Whim is "wonderfully fun, fresh and vibrant, easy to live with and, in addition, very affordable. I think consumers who want something new and different will discover a lot to love in the Whim collection."

Caption: Above: The Poppy Quilt from the Whim collection. The new brand is designed to be "whimsical and sophisticated." Inset: This photo of Martha Stewart will appear on the Whim packaging.

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Title Annotation:Martha Stewart Living Omnimedia Inc.
Publication:HFN Home Furnishings News
Article Type:Brief article
Date:Mar 1, 2015
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