Sequential Grows Martha Stewart Crafts

Sequential Brands Group has entered into a multi-year partnership with The Michaels Companies for the Martha Stewart Crafts brand.

April 6, 2018

Sequential Grows Martha Stewart Crafts

The expanded agreement will also include the launch of new paint lines in June.


Under the terms of the agreement, Martha Stewart will design a series of new craft products that will be manufactured and distributed through Michaels’ wholesaler Darice.

Furthermore, the Martha Stewart Crafts paint line, which is manufactured by Plaid Enterprises, will expand into new categories, including watercolor crafts and home décor, with an exclusive line launching at Michaels this June.

"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,” says Chuck Rubin, chairman and chief executive officer, The Michaels Companies. “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.”

The upcoming Martha Stewart Crafts product assortment will be available at all Michaels stores as well as beginning later this year. A broader category distribution is planned for 2018.

"This partnership represents a significant growth opportunity for the Martha Stewart Crafts brand,” says Yehuda Shmidman, chief executive officer, Sequential. “Under our new agreement, we are deepening our partnership with Michaels, the largest crafts retailer in the U.S., with expanded distribution, increased SKU count, and more shelf space in stores nationwide.”

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