BATAVIA, Ohio (AdAge.com) -- Six years after some people wrote off Martha Stewart because of her conviction on securities charges, 19 years after her magazine launched and 23 years after her first line of merchandise hit stores, a funny thing is happening to her merchandise brand: It's on fire.
Historically known for selling tasteful bargain-priced house wares and garden items at Kmart, Ms. Stewart has shed her association with that retailer.
She's no longer just about dishes, sheets and towels, but also putting her name on paint and carpets. A line of Martha Stewart collars, leashes and doggie dishes recently rolled into PetSmart. And she recently joined with Utah-based Provo Craft's Cricut Cake machine -- a printer-like device to create cake decorations -- to sell a Martha Stewart-branded product on HSN and in craft stores.
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Source : http://adage.com/article/media/marketing-martha-stewart-brand-transcending-person/145192/319