Martha Stewart to Launch New Crafts Line

Given her way with glitter and a glue gun, it was only a matter of time before this happened, and quite honestly, I'm surprised it took this long.

Martha Stewart Living Omnimedia, Inc. announced that the Martha Stewart Crafts line will debut on May 1st. The line will feature more than 650 items, including paper crafting materials and scrapbooking items, exclusive paper designs, embellishments, crafters tools, and even binders and storage systems.

The line will be available exclusively in Michaels stores in the US and Canada and at marthastewartcrafts.com.

"This line is an expression of my passion for crafting, a pursuit I have enjoyed throughout my life," said Martha Stewart, Founder of MSLO, in a recent statement. "At MSLO, we are steeped in the development of crafts, and all the products reflect our understanding of what crafters want and need because it is what we ourselves want and need-practical tools, as well as a wonderful array of beautiful and inspiring materials."

"Martha Stewart has been developing crafting ideas for more than 15 years, as featured in our magazines and on our television shows. This introduction of the Martha Stewart Crafts line is a natural extension for the merchandising segment of our business," stated Robin Marino, President of Merchandising at MSLO. "Our new high-quality, beautifully designed products manufactured by EK Success will inspire and delight consumers." Ms. Marino added: "With broad distribution throughout North America and a reputation for being a leading retail crafts destination, Michaels is the ideal partner for this national launch."

"We are very excited to be offering the Martha Stewart Crafts line, and are confident that this relationship will significantly benefit the crafts consumer, who looks to Martha Stewart for inspiration and new products, and who counts on Michaels stores to provide the materials they need for their projects," stated Gregory Sandfort, President/COO of Michaels Stores, Inc.

"We are proud to be a part of creating this unique product line that embraces a lifestyle as well as a craft," said Chris Skinner, CEO of EK Success. "The Martha Stewart Crafts line combines the power of the Martha Stewart brand name with the product expertise of EK Success, offering unique features such as how-to tips, craft project ideas, recipes, and creative inspiration."

Martha Getting into the Wine Business?

Rumors. Rumors. We've got rumors.

Per Wine Spirits Daily, Martha Stewart's company, Martha Stewart Living Omnimedia, Inc., has "registered a trademark for a "Martha Stewart" wine brand along with gift bags, wine racks, bottle stoppers, corkscrews, wine glasses and other accessories, according to Tish of www.wineforall.com."

"I find it laudable that Martha Stewart has not – yet -- chosen to actually make a wine, but when she does I have every confidence she will try to trademark it as Martha’s Vineyard. Watch out, Heitz," said Tish to WSD.

It was bound to happen sooner or later. As soon as we know more details, you'll know.

Martha Stewart Hooks Up with the Sewing Gods

When I think of Martha Stewart, I don't necessarily think of sewing. But she and SVP Worldwide (the folks behind the Singer, Husqvarna, Viking and Pfaff sewing machine lines) are hoping that's all going to change. SVP and Martha Stewart Living Omnimedia, Inc. have announced a long-term agreement for Martha to endorse their lines of sewing machines.

“My mother taught me the basics of sewing at a young age and I have had Singer sewing machines in my home since I was a girl. I used them to make many of my clothes in high school and college and I even sewed my wedding dress,” said Martha Stewart in a recent statement. “Sewing is a wonderfully useful skill. It enables anyone to create beautiful and functional projects or even enhance something as basic as a paper gift bag. I’m delighted that sewing is enjoying a national renaissance since I know very well the pride and pleasure that can be derived from this rewarding pursuit.”

Sewing is becoming fashionable again. According to the Home Sewing Association, there are 35 million people who sew as a hobby in the US alone, which is up from about 30 million in 2000.

“Martha Stewart’s long-term endorsement of the SINGER, HUSQVARNA VIKING, and PFAFF brand lines is confirmation of the company’s success in designing, producing and providing easy-to-use sewing machines,” said Don Fletcher. “Martha brings extensive experience and a passion for sewing to our newly formed relationship. Our shared vision to inspire the sewer and elevate creativity will provide endless possibilities for sewers.”

SVP was looking for a "sewing mentor" to capture the interest of protective and beginning sewers, and who better than former fashion model-turned-entrepreneur, Martha?

“The largest sewing machine company in the world, which manufactures SINGER, HUSQVARNA VIKING, and PFAFF machines, makes home sewing a creative outlet for homemakers and crafters,” noted Martha. “I have used many of these excellent machines in my home and at work and in the television studio for years for all my sewing projects. They are also the machines of choice among MSLO’s team of crafts experts and stylists. Whether you are a beginner or an accomplished seamstress, you’ll be able to find the right machine to fit your particular needs.”

Photo from SVP.

Dip in Martha Stewart Living Omnimedia Shares

Forbes is reporting that shares of Martha Stewart Living Omnimedia stock are off more than 20% for the year to date so far, and 13% since late last month.

Bear Stearns analyst, Michael Meltz, mentioned the recent price weakness yesterday in a note to clients. "While valuation is still not cheap, the pullback makes the shares somewhat more attractive given the company's growth profile," Meltz wrote.

He went on to tell his clients that he thinks the shares could see an upswing with the recent redesign of Martha's web site, and new deals and products in the pipeline. He noted that a lot of MSLO's new merchandising alliances start to appear in the Spring and Summer months (i.e., crafts at Michaels stores, paint at Lowe's, new home products at Macy's, etc.), and added, "We think the future looks bright for Martha Stewart, and view the company as one of the few real growth stories within the broader media space."

He updated his rating on the company to "peer perform" from "underperform."

In trading yesterday, traders seem to respond slightly, by sending shares of MSLO up 4.4% to $17.63. If you have been thinking about putting some of your money on Martha, now just might be the time.