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Martha Stewart Living: Companies
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Martha Stewart Crafts products have been designed by MSLO and manufactured by EK Success, one of the country's leading scrapbooking and creative consumer products companies. This is MSLO's first foray into the $30 billion arts and crafts marketplace. The crafts market has broad-and growing-appeal: according to the Craft & Hobby Association, nearly 60 percent of U.S. households participate in crafts and hobbies.
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Stewart ... expanded further into home furnishings through a deal with Bernhardt Furniture Company for a Martha Stewart Signature collection in 2001, the same year MSLO signed with Japan's Seiyu, a retail chain of more than 200 stores. Seiyu was slated to carry a broad range of Stewart branded products, while the two companies were to collaborate on a new magazine called Martha, published in Japanese.
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Macy's, a unit of Federated Department Stores Inc. (FD)... expects to sell other Martha Stewart-branded products over time — potentially including home furnishings, cookbooks and new goods in categories such as outdoor entertainment. The first term of the agreement will extend for five years, the companies said.
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Everyday Food will ... be a segment within the Martha Stewart Living television show and will be included as a distinct feature within the marthastewart.com website. This will help build MSO’s consumer audience and allow the company to cross-sell advertisers with a variety of multimedia platforms, as has been done successfully with Martha Stewart Living. The magazine is multi-advertiser supported and has an initial distribution of 750,000 copies per issue including newsstand and controlled circulation. It will have a cover price of $2.95.
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Historically, the company ... produced a print and online catalog, Martha by Mail, launched it 1997, and later rebranded as Martha Stewart: The Catalog for Living. Following Stewart's public fallout and the dot-com bubble burst in 2002, the company decided to discontinue both the online and print editions in 2003. The final print catalog was mailed in January 2004, and the online store closed in June of that year.
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The Internet/Direct Commerce business segment is made up of the catalog, Martha Stewart: The Catalog For Living, marthastewart.com and marthasflowers.com, each representing an important part of omnimerchandising strategy. Through the website, the company delivers "how-to" content and home-related products to its customers, providing another outlet for advertisers to reach the company�s audiences and a way to order or renew magazine subscriptions.
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