Are Martha Stewart and Macy’s still made for each other?

Macy’s and Martha Stewart are getting along famously these days. The department store and Sequential Brands Group, which owns Martha Stewart Living Omnimedia, announced a new multi-year agreement for Macy’s to continue carrying the Martha Stewart Collection in its stores and on macys.com. The celebrity’s line, which includes bedding and bath textiles, cookware and other items for the home, was launched as an exclusive Macy’s brand in 2007. The line, which has over 1,000 SKUs, has expanded over the years to include additional categories including fragrances and furniture. Molly Langenstein, chief private brand officer at Macy’s, called the Martha Stewart Collection “a cornerstone of our home assortment” in an interview with Women’s Wear Daily. Macy’s and Ms. Stewart ran into a rough patch in 2011 after she signed a deal with then J.C. Penney CEO Ron Johnson to open boutiques under the celebrity’s name inside its stores. Former Macy’s CEO Terry Lundgren, the story goes, hung up on Ms. Stewart when she called to tell him about the deal with Penney. While Martha Stewart Living Omnimedia and Macy’s settled their legal differences in 2014, the department store and Penney only settled their dispute out-of-court last month. As Macy’s has continued to deepen its relationship with Ms. Stewart, some have questioned whether the department store’s commitment is in line with its stated intent to attract younger consumers. Ms. Stewart, to her credit, has sought to keep her image fresh. She is currently co-starring in a VH1 cooking show with rapper Snoop Dogg called “Martha & Snoop’s Potluck Dinner Party.” The show’s guest list included Seth Rogan, Wiz Khalifa, Bella Thome and others. The unlikely friendship between the co-hosts began in 2008 when Mr. Dogg appeared on Ms. Stewart’s “Martha” show.

• Macy’s, Martha Stewart Renew Multiyear Contract – Women’s Wear Daily
• Sequential Brands Group Announces Fourth Quarter Financial Results – Sequential Brands Group
• JCPenney and Macy’s Settle Long-Running Lawsuit Over Martha Stewart Housewares – Consumerist
• Martha & Snoop’s Potluck Dinner Party – VH1
• Martha Stewart and Snoop Dogg’s Unexpectedly Adorable Friendship: A Timeline – Vulture
• What can retailers learn from the Martha Stewart flap? – RetailWire
• Martha, the brand, ain’t what it used to be – RetailWire