Martha Stewart Living Omnimedia generated more than a billion dollars in retail sales last year, up from about $750 million in 2010, with 8,500 products in more than 38,000 stores nationwide.
Martha Stewart merchandise makes up about a fifth of the brand's revenue. Hers is the No. 1-selling home brand at Macy's. And 2010 research from Home Depot shows that selling Martha Stewart products
at the chain led to customers buying more.
Cheery yellow bedspreads, snow-flaked artificial Christmas trees, shiny bathroom faucets, "cherry Popsicle" craft glitter, pastel-blue dog bowls
—Martha Stewart has her name on all of them.
With the launch of her new home office line at Staples earlier this month, Martha Stewart can add filing cabinets, sticky notes and even her
own form of rubber bands to her growing list of eponymous merchandise.
"The joke is: 'What doesn't she do well?,'" says Ken Nisch, chairman of branding and retail design firm JGA. "She's
carved out a pretty big area of competency that would be hard for someone else to get in on."
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