KB Homes Will Sell Houses Designed by Martha Stewart; Her Tips on Traffic Flow By KEMBA J. DUNHAM and BROOKS BARNES Staff Reporters of THE WALL STREET JOURNAL October 12, 2005; Page B1
People who follow Martha Stewart's lead on decorating, cooking, gardening and entertaining will soon have a new option -- with four walls and a roof.
KB Home, one of the nation's largest home builders, is expected to announce today the creation of a joint venture in which Martha Stewart will design a line of houses carrying her name that KB will build and market. KB plans to begin selling its "Martha" homes in early 2006 in a development called Twin Lakes in Cary, N.C., a fast-growing, middle-market suburb of Raleigh. If those houses sell well, KB says it will expand the line to other cities. The financial terms of the deal haven't been disclosed, but KB Home and Martha Stewart Living Omnimedia Inc. will share in revenue based on a pre-existing formula.
KB Home's Katonah house is inspired by her own house in Bedford, N.Y. (above). Katonah will have up to six bedrooms and four baths.
KB Home and Martha Stewart Living say they will initially build 650 houses, which will come in many different variations. The homes, which KB says are "inspired" by three of Ms. Stewart's own houses in New York and Maine, have names such as "Katonah" and "Lily Pond."
The houses are meant to evoke the bucolic splendor of prosperous suburbia, though Ms. Stewart's homes typically sit on huge tracts of land and are worth millions of dollars. Still, one version of a "Martha" KB home has an exterior that resembles the outside of Ms. Stewart's Bedford, N.Y., estate, and it comes with up to six bedrooms and a third floor, which is common in older, affluent communities on the East Coast. Other design characteristics include high ceilings and particularly large laundry rooms and closets.
Unlike most KB Homes, which are typically one- or two-story structures with simple features, the "Martha" homes are expected to have as many as 4,100 square feet, offer high-end features and range in price from just over $200,000 to about $450,000. Most standard KB homes in Cary cost quite a bit less.
Ms. Stewart's houses have played a leading role in many of her projects. A line of furniture is modeled after the decor at Turkey Hill, her restored 1805 Colonial in Westport, Conn. A new color in her signature paints line is called Bedford Gray, after the 153-acre suburban New York estate she purchased for $15 million in 2000. (She lived at the Bedford spread during five months of house arrest following her stint in prison last winter.) Photo shoots for her five magazines are sometimes staged at her other properties, which include a 12-bedroom summer home in Seal Harbor, Maine, known as Skylands.
Ms. Stewart is entering one of the nation's most profitable industries. Since the housing boom began five years ago, home builders have sold more than four million newly constructed single-family houses and many have consistently reported double-digit earnings growth.
WALL STREET JOURNAL VIDEO
WSJ's Connie Mitchell-Ford discusses plans for KB Homes to sell Martha Stewart-designed homes.Despite fast growth, mass marketing is relatively new in the home-building industry. But KB has taken branding and marketing a step further than most other builders. A few years ago, it worked with the "Live With Regis and Kelly" show to give away a house valued at up to $250,000. It gave away another house on ABC's "Extreme Makeover: Home Edition." "Marketing is definitely their strong suit," says Greg Gieber, an analyst at A.G. Edwards & Sons Inc.
So it was a fortuitous encounter last July when the queen of homemaking was introduced to KB Chief Executive Bruce Karatz and took a tour of a KB new-home development in Raleigh. Ms. Stewart made some "smart comments" about design changes to improve the homes' function, Mr. Karatz says. For example, she marked up several sets of blueprints with suggestions for traffic flow, air conditioning and even the best place to locate a cutting block in the kitchen.
Analysts say the venture could help KB Home, which is mainly known as a builder of starter homes, attract more "move up" and luxury buyers. Although the company has been trying to expand into those markets, it still has one of the lowest average selling prices among top builders -- $254,100. Since the Raleigh market is highly competitive, it makes sense for KB Home to try to introduce a higher-priced product there to differentiate themselves, says Banc of America Securities analyst Dan Oppenheim.
In addition to getting a chance to branch into a lucrative new business, Martha Stewart Living hopes to use the partnership to boost sales of its furnishings and household products. The model homes will be stocked with Ms. Stewart's products -- everything from dish towels to sofas -- and buyers will be able to buy extras such as Martha Stewart-endorsed faucets for the kitchen sink and flower pots for the front porch.
John Grace, president of Brand-Taxi, a Greenwich, Conn., consultant, say a house line makes "perfect sense" for Martha Stewart Living. Ms. Stewart "has touched so many parts of the home, why not put it all together," he says. But he also notes that the project isn't without risks. "It will all come down to the execution," he says. "People will need to believe that Martha herself is making decisions for them, looking out for their best interests."
Ms. Stewart, who is usually intimately involved with the development of her products, could also be stretching herself very thin. Aside from the rigors of filming a daily hourlong TV show, she is working on a flurry of new projects, particularly in her company's high-margin merchandising segment.
A new business book, "The Martha Rules," will hit stores this week, and her first new cookbook in six years will arrive next month. A newly created unit, Martha Stewart Living Music, will release a line of holiday-music CDs starting Oct. 18, while a line of how-to DVDs will be launched near Thanksgiving. Meantime, a 24-hour Martha Stewart Living Channel is planned for Sirius Satellite Radio. Even for a woman who professes to sleep only four hours a night, that's a lot.
In addition, Ms. Stewart's power to motivate the masses hasn't always matched projections. "The Apprentice: Martha Stewart" on General Electric Co.'s NBC, for example, was heralded as a slam-dunk hit. But in its third week, the program ranked No. 4 in its time period, with 6.3 million viewers.
Ms. Stewart's new daytime how-to show, "Martha," has attracted about two million viewers an episode, 10% less than the number guaranteed to advertisers, says Mike Meltz, a Bear Stearns & Co. analyst.
But a Martha Stewart Living spokeswoman denies that "Martha" is underdelivering and says the company is pleased with the extra brand awareness delivered by "The Apprentice." Sales of Martha Stewart-branded merchandise at Kmart stores are up by double-digit percentages over the past few weeks because of her TV exposure, the spokeswoman says, while third quarter advertising pages in Martha Stewart Living magazine are expected to rise 48% from a year earlier.
The alliance has already been foreshadowed on the KB Home Web site. A head shot of Ms. Stewart appears on the builder's home page, with the tagline "look who's house haunting at KB Home." A company spokesman says a Halloween promotion with Ms. Stewart involves decorating one model house in each KB Home community with Halloween items sold at marthastewart.com. |