With its publishing division now operated by Meredith Corp., Martha Stewart Living Omnimedia is continuing to diversify its business with new licensing and e-commerce deals. MSLO has launched a new online store, Martha Stewart American Made, hosted by Handmade at Amazon.
The American Made store highlights products from local artisans selected by the domestic and craft diva herself, as well as the editors of Martha Stewart Living magazine.
The selected artisans will display an official Martha Stewart American Made badge on their Handmade at Amazon profiles. The store is launching with hundreds of products already on offer.
Handmade at Amazon is itself relatively new.
The online store launched last month and currently offers around 200,000 handcrafted items from over 10,000 artisans worldwide. In addition to shopping from the existing inventory, shoppers can also contact artisans to commission unique pieces using Handmade’s Custom Orders feature.
The new e-commerce offering comes amid major changes at MSLO.
After turning over business operations at its publishing division to Meredith last year, the company is now in the process of being acquired by Sequential Brands Group, a global retail licensing business spanning a variety of consumer brands in various categories, including home, fashion, lifestyle and active pursuits.
Under the terms of the deal, announced in June, Sequential is buying MSLO for $353 million. Although MSLO founder and domestic icon Martha Stewart will continue serving as chief creative officer, as well as joining the Sequential board of directors, the acquisition represents the end of MSLO as an independent company.