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Here’s a riddle for you: What happens when Martha Stewart goes to a rural farm supply company? Well, she launches an apparel collection, of course. Yes, really.
The entrepreneur and chef, alongside Marquee Brands and French Dressing Jeans Inc., has joined forces with Tractor Supply, the rural lifestyle retailer known for its home improvement and farm products. The result is a garden apparel line featuring eight clothing items for women including pieces like a garden chore jacket and garden work shirt.
“This new line of apparel reflects my passion for gardening and outdoor work, so I am thrilled to share it with consumers,” Stewart said in a statement. “With creativity and hard work at the core of gardening, this collection embraces artistry and functionality, bringing ease to those who strive to keep a healthy, beautiful garden.”
The line, which is currently exclusively sold across select Tractor Supply stores and online, has been available for purchase since March 25 but has been in the works for quite some time.
“Marquee Brands that Martha works with came to Tractor Supply probably January of 2023, about this concept that was the Martha line,” Jamie Martin, VP of clothing and gift merchandising at Tractor Supply, told Retail Brew, adding that Stewart was “hyper involved” in the design and ideation process of every piece. “When they were walking us through all the different audits, the whole line, you could tell Martha’s touch was on every single piece of detail down to the pockets. She’s a gardening maven, right?”
The eight pieces in the line were also handpicked to resonate with Tractor Supply’s core customer—who, per Martin, is between the ages of 35 and 64—and most likely lives in rural and exurban parts of the US in their own homes with enough land to take up gardening.
It is also important to note that 60% of the retailer’s consumers are male, and apparel currently makes up 10% of its total sales.
However, Martin said Stewart’s apparel collection made total sense for the brand as it hopes to bring in new consumers and also become a “one-stop shop” for women gardeners.
“[It’s so] she can get soil and seeds and tools, but at the same time, get something cute and functional to wear while she’s doing the gardening work,” she explained, highlighting the example of the collection’s chore jacket. “That’s such a great layering piece that even if you’re not a gardener, [you’d wear it].”
Martin said Tractor Supply is scheduled for more talks with Stewart’s team on potentially expanding the collaboration and is also working on other partnerships launching this spring.
“One of the things that we’re really focused on…is finding new brands, new product types, trying different things,” she said. “It’s also making sure that we’ve got the right assortment in our brands like Carhartt and Wrangler while offering our customers what they need there. So there’s a kind of dual focus on creating newness and excitement to the apparel mix but then also making sure that we’re driving those brands that are core, that have been with us, and are tried and trues.”