The Martha Stewart Brand Is Transcending The Person

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.

The Martha Stewart Pets brand of beds, collars, leashes and doggie dishes is sold exclusively at PetSmart.
The Martha Stewart Pets brand of beds, collars, leashes and doggie dishes is sold exclusively at PetSmart.
Historically known for selling tasteful bargain-priced house wares and garden items at Kmart, Ms. Stewart has shed her association with that retailer.

Now her expanding array of goods graces the shelves at Macy's and The Home Depot, not to mention PetSmart, Michaels and possibly someday a cosmetics counter near you.

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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