Published On: Tue, Mar 14th, 2017

Media Powerhouse Martha Stewart Partner With Craft Giant MICHAELS


North America’s largest arts and crafts company Michaels Company Inc, announced today a new, multi-year partnership for the Martha Stewart CraftsTM brand. Under the new agreement, Martha Stewart Crafts will be conceived and designed by Martha Stewart and exclusively manufactured and distributed through Michaels’ premier wholesaler Darice.

“As we continue to enhance our offering of high quality, exclusive products and solidify our leadership in the arts and crafts retail industry, I’m excited to announce our new partnership with Martha Stewart. This will bring the Martha brand to life in a number of new categories that will delight both her loyal enthusiasts as well as her newer fans. It is a true collaboration that will allow us to maximize the potential of the Martha Stewart brand to ensure its long-term success,” said Chuck Rubin, Chairman and CEO at The Michaels Companies, Inc.

The new Martha Stewart Crafts product assortment will be available at all Michaels stores and at beginning late 2017 with broader category distribution planned for 2018. In addition, the Martha Stewart Crafts paint line, which is manufactured by Plaid Enterprises, will expand into new categories with the launch of Watercolor Craft paint and Home Decor paint in June exclusively at Michaels.

“This partnership represents a significant growth opportunity for the Martha Stewart Crafts brand. Under our new agreement, we are deepening our partnership with Michaels, the largest crafts retailer in the US, with expanded distribution, increased SKU count, and more shelf space in stores nationwide,” said CEO Sequential Brands Group Yehuda Shmidman.

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