MARTHA STEWART, SEIYU FORM VENTURE IN JAPAN
Byline: Lisa Lockwood
NEW YORK — Martha Stewart plans a major Japanese invasion.
Martha Stewart Living Omnimedia Inc. and The Seiyu Ltd. said Monday they have formed an exclusive, multiyear business strategic partnership to establish Martha Stewart’s business model in Japan.
Seiyu will offer Martha Stewart Everyday brand merchandise to Japanese consumers through Seiyu’s 226 stores. Seiyu and Martha Stewart Living Omnimedia also will establish a jointly owned Japanese publishing corporation, which will publish a Japanese edition of Martha Stewart Living to be entitled “Martha.”
These ventures expand Martha Stewart Living Omnimedia’s current Japanese endeavors, comprised of the Martha Stewart Living television program on LaLa Television, a Japanese cable TV network targeting the female audience, and Martha Stewart Living Omnimedia’s offerings of Martha by Mail products on cable TV through the Shop Channel.
Scheduled to launch this September in 226 Seiyu stores, the Martha Stewart Everyday assortment will initially include 1,500 stockkeeping units of products from two of Stewart’s eight core content areas — home and cooking, and entertaining. The launch will include merchandise in the bed, bath, kitchen, textile, window treatment, slipper, dinnerware, cookware, bakeware, utensil and cutlery categories. In 2002, new products will be added, including garden and baby.
The lines will consist of existing products, suitable for the Japanese market, as well as original products designed for the Japanese home and garden lifestyle.