Sequential Expands Martha Stewart to Korea

New partnership follows the TV personality’s appearance at an Alibaba event in China last week.

Sequential Brands Group has partnered with Fang Brothers Group FB Living to launch the Martha Stewart Living brand in South Korea next year.

The initial range, which will launch in spring 2017, will include branded bedding, bath and seasonal housewares. Then in fall 2017, FB Living will release a line of kitchen cookware, dinnerware and storage.

“There is no one else who has had such an influence on the way Americans think about their homes than Martha Stewart and we’re honored to be the team to introduce her brand, which is known for exceptional quality and style,” says Katherine Fang, chief executive officer, FB Living.

The partnership follows Martha Stewart’s appearance in China last week as the keynote speaker at Alibaba’s first Tmall Super Kitchen event. A partnership between Sequential and Alibaba for the Martha Stewart Living brand in China is expected to be forthcoming.

“Korea is a significant market, driving cultural and lifestyle trends throughout Asia,” says Noah Gelbart, senior vice president, corporate development, Sequential. “We are thrilled to be partnering with FB Living to bring Martha’s unique perspective as the lifestyle guru to Korean consumers.”