Wal-Mart to launch home decor line

CHICAGO: Wal-Mart Stores on Thursday said it planned to launch its first line of holiday home decor by designer Colin Cowie, joining a long list of retailers turning to celebrities for exclusive merchandise.

The world’s biggest retailer said the collection would include barware, photo frames, dinnerware and table linens, with prices ranging from $2.94 for a champagne flute to $39.97 for a floral topiary. It will be available in October. Colin Cowie is a celebrity event and wedding planner.

Wal-Mart has been adding upscale merchandise as it tries to get wealthier shoppers to buy more high-margin goods. The retailer recently launched advertising campaigns highlighting its plasma televisions and trendier clothing.

Rival discounter Target has carried merchandise from designers such as Isaac Mizrahi and Michael Graves for many years. The strategy has helped the company develop a reputation for “cheap chic,” or fashionable merchandise at low prices, and its sales growth has outpaced Wal-Mart’s in recent quarters.

Sears Holdings Corp.’s (SHLD.O: Quote, Profile, Research) Kmart stores have sold Martha Stewart merchandise for several years. J.C. Penney Co. Inc. (JCP.N: Quote, Profile, Research) carries clothing from designer Nicole Miller, and Linens ‘n Things has home decor from celebrity designer Nate Berkus.