Sequential Brands is expanding Stewart’s brand with new products for QVC and Amazon.

NORTH AMERICA–Sequential Brands Group has partnered with Design Lab and Fetch for Pets for a new line of pets products under the Martha Stewart brand.

The Martha Stewart and Design Lab pet line will feature apparel, bedding, restraints, toys and feeding with plans to expand into travel, special occasion, steps and strollers later this year. The line will be available on QVC in March and Amazon in April.

Fetch for Pets will also help produce a line of natural pet grooming solutions, available on Amazon in May, with plans to expand into grooming tools, pet dental care and waste management later in the year.

“Martha Stewart’s passion and knowledge of pets truly is the inspiration behind this line,” says Lendy Beatty, chief creative officer, Design Lab. “She knows exactly what pet owners need in terms of quality and practicality, and this collection delivers just that. We are delighted to have her as a partner.”

Sequential Brands Group plans to expand the Martha Stewart pets line retail presence throughout the year.

“This is a very exciting and natural expansion for the Martha Stewart brand,” says Karen Murray, chief executive officer, Sequential Brands Group. “The pets category has enormous growth potential, and opens up new distribution channels for the brand as well.”