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Martha Stewart Living, indeed

Image of Martha Stewart homesFresh out of prison, Martha Stewart has designed the ultimate consumer product: an entire Martha Stewart subdivision.

The omnipresent domestic diva has extended her brand yet again, partnering with developer KB Home to create a New England-style neighborhood of 650 houses in [Cary, NC, an ] affluent Raleigh suburb.

Notice how she made sure it is nowhere near her Hamptons estate.

The article continues:

[Potential buyers] will be able to choose from 12 models in townhomes and single-family dwellings... Three house designs are based on homes Stewart owns in Maine and New York state, and options for interior features in all models -- from wainscoting to light fixtures to paint colors and flooring -- were chosen by Stewart's design team.

The above is shortly followed by:

"When they're making their decision in a homogenized landscape, you have to have something that sets you apart..." said Rick Ohmann, vice president of sales for St. Lawrence Homes.

Yeah, so homeowners can choose from the Everyday Rustic layout in peach, Green Tea, or Ivory... I know I'm taking this out of context and all, but isn't selecting a Martha Stewart house to avoid homogenity like fighting fast-food chains by buying up all of their burgers?

Even though Martha World will be in an affluent suburb, the homes -- priced from $150,000 to $400,000 -- are considerably cheaper than others in the area. So, like Stewart's K-Mart line, the subdivision is geared to the lower-budget crowd...which, um, I guess includes me.

(Thanks to Germaine Fodor for the tip!)

Posted by carrie on 10/27/2005 | Permalink


As if Meadowmont in CH wasn't bad enough...

Posted by: Kevin | Oct 28, 2005 12:23:33 AM

The promoter didn't claim that purchasing a home would be fighting homogeneity, he merely tried to inoculate buyers against criticism that they'd be buying a cookie cutter home. 12 different models!

This range of home choices is actually not that bad. If you've been house-shopping lately, you know that there isn't much variety to houses in a given price range and location anyway....where I live, it's a ranch, a pseudo-ranch, a colonial, or some mix thereof.

Posted by: PJ | Oct 30, 2005 12:21:17 PM

I agree with PJ on this one, 12 different house models is a lot! I haven't seen that many choices, unless they some how trick us and most of the models look the same besides one small thing.

Posted by: Claudia | Nov 4, 2005 3:16:04 PM

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