NEW YORK – Sequential Brands Group Inc. and QVC Inc. today revealed an agreement to introduce several categories under the Martha Stewart brand, including fashion apparel, skincare and food and beverages.
The multi-year deal is expected to launch in the second half. Under the terms of the collaboration, Stewart will make multiple appearances on QVC, as will members of her team.
“Our brand has always been devoted to teaching and inspiring people to live more beautiful, more functional and more meaningful lives and our products provide solutions to do just that,” said Stewart in a statement, adding that QVC “offers unique opportunities to engage directly with an even broader audience, bringing to life several new categories for the Martha brand including beauty and fashion.”
Mike George, president and chief executive officer of QVC, said, “QVC at its core is about the joy of discovery and the power of relationships, and few do a better job of connecting with fans and inspiring them to embrace new ideas than Martha Stewart. QVC combines the best of retail, media and social to create the most engaging shopping experience, and to collaborate with a brand such as Martha’s further emphasizes our commitment to excellence and innovation. By leveraging the power of this relationship, QVC, which is among the nation’s top mobile and e-commerce retailers, brings to our customers Martha’s passion and expertise in a special and exciting new way.”
Sequential Brands Group ceo Karen Murray added that “QVC’s proven differentiated retail experience plays perfectly with the strength of the Martha Stewart brand. We are excited by this opportunity as it provides the brand with a new channel of distribution and further expansion into untapped categories where we see strong sales potential.”
The companies said that the Martha Stewart brand currently reaches about 100 million consumers monthly across its various media and merchandising platforms.
Sequential owns, licenses or manages a string of brands that include Jessica Simpson, William Rast, Avia, Joe’s Jeans, Ellen Tracy and Emeril Lagasse. The Martha Stewart deal with QVC is the first major one the company has done since Murray joined as ceo in March. She previously was at VF Corp. overseeing such brands as Nautica.