Martha Stewart and QVC offer multi-category Live Beautiful collection
This fall, Martha Stewart is adding a full range of categories including fashion, skin care, garden and food to her multi-year licensing deal with QVC.
Stewart originally debuted her slow cooker cookbook on QVC on August 13. As part of the multi-year licensing deal, the brands are rolling out additional categories now that are part of the Martha Stewart Live Beautiful collection.
Martha Stewart will begin fashion sales on QVC live from New York on September 7th by offering selected pieces. The full fashion collection will launch on QVC on September 25th and will include knit and woven tops and denim essentials.
QVC will launch Stewart's skincare segment on November 10th. Mario Badescu Skin Care with Martha Stewart will air on Beauty iQ.
Sequential Brands Group, Inc. owns and operates the Martha Stewart Brand. In May, Sequential CEO Karen Murray pointed to additional category expansion with QVC when she delivered the company's Q1 results. FashionNetwork.com reported those here.
The Martha Stewart brand is a core revenue driver for Sequential. The QVC deal helped drive its Q2 net income to $2.5 million, compared to a loss from the previous year.
Martha Stewart said of her expanded QVC partnership, "I have developed signature collections that reflect my passion for beautiful living and I look forward to expanding our product offerings." In addition to fashion and skincare, her garden collection will debut on September 19th and holiday meal planning ideas will air on October 18th.
Martha Stewart has authored 89 bestselling books and is an Emmy Award-winning television host. Her brand currently reaches 100 million consumers each month across all media and merchandising platforms.
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