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Wal-Mart to Distribute Martha Stewart Crafts Line

Scrapbooking and Wedding Stationery Part of Offering

By Published on .

NEW YORK (AdAge.com) -- Martha Stewart is looking to reach another cross-section of American DIY-ers, and will use Wal-Mart to reach them. On the heels of its foray into home furnishings at Macy's last September, Martha Stewart Living Omnimedia will distribute its Martha Stewart Crafts line through the discount department store colossus in the U.S. and Canada.
Martha Stewart's ready-made stationery, guest books and customizable centerpieces will be distributed through Wal-Mart in the U.S. and Canada.
Martha Stewart's ready-made stationery, guest books and customizable centerpieces will be distributed through Wal-Mart in the U.S. and Canada. Credit: Martha Stewart Living Omnimedia, Inc.

The expansion will encompass Martha Stewart Create, featuring traditional craft tools and supplies in addition to craft and activity kits, and Martha Stewart Celebrate, ready-made stationery, guest books and customizable centerpieces designed for weddings. Both lines are planned for launch this month.

According to Victor Dominie, a Craft and Hobby Association media relations representative, Michael's, A.C. Moore and JoAnn are the leading craft retailers in the United States. Wal-Mart is the fifth largest.

Powerful partner
EK Success, a leading company in the $3 billion scrapbooking segment of the U.S. craft industry, will manufacture and market the line.

"Sharing ideas and inspiration about crafting and celebrations are an integral part of our company and all that we offer," Ms. Stewart said in a statement. "Anything that makes the job of the host and hostess easier is of the utmost importance to us."

Martha Stewart Crafts launched in 2007 at arts and crafts stores in the U.S. and Canada. MSLO further extended its footprint in the $30 billion U.S. crafts market with an investment in Wilton Industries, which owns EK Success. EK Success is owned by private equity firm GTCR Golder Rauner, and acquired Wilton Industries and Dimensions Holdings last August.

"In a short amount of time, this brand has become an integral part of our corporation's portfolio of brands," said Kevin Fick, president of EK Success. "We are excited that this expansion into Wal-Mart fulfills the need in the marketplace to bring a national brand to this important and growing category while reaching so many new consumers."

Empire expands
Aside from Macy's and Wal-Mart, the Martha Stewart brand has licensing agreements with Kmart, 1-800-Flowers.com, E&J Gallo Winery and a co-branded food line with Costco. In April 2008, MSLO acquired the assets related to Emeril Lagasse's media and merchandising business, including TV programming, cookbooks, the emerils.com website, and his licensed kitchen and food products.
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