Martha Stewart's home furnishings brand has a new owner, but Martha herself remains very much the centerpiece
Sequential had been shopping around the Martha business—which also includes the Emeril Lagasse brand purchased by Stewart in 2008—for some time and was turned off by its high operating costs, which it largely attributed to Stewart’s salary and perks. The cited regulatory filings when it said Stewart’s salary was $6.6 million last year plus more than $660,000 in perks and travel expenses including “personal fitness, wellness, beauty and wardrobe.
The Martha Stewart brand can also be found in other product categories, including a recently signed license for cannabis products. She is also seen on TV shows, often with unlikely partner Snoop Dogg, and her Martha Stewart Living magazine, now owned by Meredith, is published ten times a year with corresponding online components.
But companies that primarily operate in the apparel space are often in for a rude awakening when they see the slower turns, smaller volume and fewer licensing opportunities of the home business. And if thenumbers are to be believed, the overhead on the Stewart business may be out of sync with the licensing profitability potential the brand presents.
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