The Home Depot just launched a new line of cabinetry and it has Martha Stewart's name plastered all over it. I mean that literally.
One of my favorite people in all of Bloggerdom is the ever delightful Raina Cox from If the Lampshade Fits. Raina likes to poke me with a stick through late night, one-line e-mails that she knows will get a rise out of me. Her latest arrived on Sunday night. The subject line read "Thoughts?" and the body of the message consisted of "Martha Stewart kitchens from Home Depot" and then she included a link to an LA Times article announcing the product launch. Predictably, Raina's message set off a flurry of internet searches and a round of back and forth messages that consisted of my bile venting.
Listen, I don't begrudge Martha Stewart one thing. In fact, I admire everything she's managed to do over the last 30 years. Our tastes diverge shall we say but aside from the taste thing I'm in awe her ability to turn every aspect of the character she plays on TV into another branded product.
With that said, she may have crossed a line here with The Home Depot.
From the LA Times:
Using her own utilitarian kitchen as inspiration, Martha Stewart has released her first special order line of cabinetry, hardware and counter tops.
Sold exclusively at the Home Depot, the cabinetry features clean lines and comes in 11 door styles and a variety of wood finishes. It also offers thoughtful accessories that show Stewart is in charge: cookbook pop downs, roll out shelves and pegged dish organizers.
From the sound of that press release regurgitation, somebody'd would be led to believe that Martha herself was very intimately involved in this project. That would be wrong of course.
Again from the LA Times:
Inspired from authentic all-American homes with enduring charm, these designs are rooted in classic styles and crafted expressly for the modern home.Just like the Thomasville cabinetry sold at the big orange box, this is a licensing deal. Home Depot pays Thomasville and Martha Stewart for the use of their names. And just as is the case with Thomasville Cabinetry, Martha's are made by MasterBrand Cabinets. Masterbrand Cabinets itself is a division of Fortune Brands. This doesn't make them a bad product. It does however explain that they are a relatively inexpensive, mass produced cabinet. The brand names like Martha Stewart and Thomasville are there to distract people from the fact that what they're buying is not actually a premium although they're priced as if they are.
If you find yourself at a home center for cabinetry, and this pertains to a lot of people, just know what you're in for and adjust your expectations accordingly. Oh and by the way, cabinets aren't sold by the foot so don't believe the linear foot costs home centers like to scatter around their kitchen departments. real prices are somewhere between three and four times the prices on the signs.
Oh and by the way, the images scattered around this post are from Home depot's Martha Stewart Cabinets. The first photo's door style is called Mount Desert. It looks like a cheesy, home center, oak cabinet and that exactly what it is.
So whattya think gang, would you let Martha into your kitchen under these circumstances?