Martha Stewart Relaunches Apparel and Gardening on QVC, Introduces New Lines of Culinary and Home Decor
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Martha Stewart Relaunches Apparel and Gardening on QVC, Introduces New Lines of Culinary and Home Decor
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Martha Stewart, who first took to the QVC airwaves more than 30 years ago, is relaunching her apparel and gardening collections after a several-year hiatus, and introducing new collections in culinary, home decor and textiles. The introductions were revealed by QVC, the live social shopping company, and Marquee Brands, the global brand accelerator and owner of the Martha Stewart brand. The bestselling author, lifestyle expert and Q50 ambassador will return to QVC with new collections launching in apparel, culinary, gardening and home decor. The products will be available exclusively across all QVC platforms beginning this month, followed by additional product drops throughout the year. Related Articles Fashion Scoops Swimwear Expert Miraclesuit Launches Body by Miraclesuit, a Collection of Shaping Dresses Sportswear Puma, LaQuan Smith Back for Second Round With New Collection “QVC has always been a place where I’ve shared my beautiful, well-made products that are inspired by my interests,” said Stewart. “QVC does a wonderful job of connecting with millions of customers through their live social shopping experiences. Each of my collections is comprised of pieces that are thoughtfully crafted with the team at QVC to add elegance, efficiency and functionality to everyday life.” You May Also Like In 2017, Stewart launched collections for QVC in fashion, skin care, garden and food called “Live Beautifully with QVC and Martha Stewart.” The Martha Stewart Gardening collection, which debuts Wednesday, includes items inspired by Stewart’s love of gardening and pieces that she uses in her personal gardens such as a garden tool bag, planting sets, gardening gloves, planters and bird feeders. The last time Stewart had a gardening collection on QVC was in 2017. Martha Stewart gardening tools for QVC. Courtesy of QVC Martha Stewart Signature Apparel, which launches March 31 at midnight EST, includes jeans, blouses, jackets, bottoms and other attire. Stewart hasn’t had an apparel offering on QVC since 2019. Later this spring, Stewart will launch a new collection in textiles and decor featuring bedding, lights, lanterns, wreaths and other outdoor living pieces. Martha Stewart Garden and Culinary with Martha Stewart will appear on Wednesday at 11 a.m. EST and 6 p.m. EST. “Martha has been a beloved member of the QVC family for many years, as well as one of our Q50 ambassadors which we introduced last year. We are thrilled that she is continuing to grow her brand with us by bringing new collections to our customers,” said Mara Sirhai, chief merchandising officer, QVC. “As America’s most trusted lifestyle expert, Martha brings a wealth of knowledge and impeccable taste to everything she does. Her attention to detail, quality and functionality can be seen in every aspect of these collections.” Discussing the re-introduction of apparel, Sirhai said, “We’re really excited. She’s constantly re-inventing. Apparel is a great way to express that. She’s all about comfort and simplicity and elevated design and functional luxury.” The apparel line will launch with “Today’s Special Value,” which will be a signature slim-leg, roll-cuff denim jean. She said the apparel offering is designed to be functional. “She can go from her casual afternoon to out to dinner with different ways she can layer. I think Martha does a lot of layering from her signature short-sleeve puffer coat to a sweater over her shoulders to a jacket,” said Sirhai. Stewart’s clothing retails from $39 to $79, with several specialty pieces retailing between $89 and $109. “I think it’s a great positioning for us, especially right now because we certainly know the customer is looking for value,” said Sirhai. Sizes range from XXS to 5X. A look from Martha Stewart Signature Apparel for QVC. “We’re aiming this toward our female consumer 50-plus who knows, loves and trusts QVC apparel. We see it as a great opportunity to acquire [customers] and then again, focusing in on that core consumer of 50-plus female,” she said. QVC will launch with 19 apparel items. “The exciting part is that we’ll be able to continuously focus on drops with her. Right now we have drops planned for April, May, September, October and November,” said Sirhai. A sweater and pants from Martha Stewart Signature Apparel for QVC. Courtesy of QVC Stewart will be in the studio during those time periods. In the fall, they will introduce holiday-specific dressing. QVC is sourcing the apparel through its own Design, Development Global Sourcing Group. “We source all the goods ourselves and have an office in China that supports us,” said Sirhai. She said the consumer knows that Stewart is highly involved in every decision. “I can attest to that. I have seen her in our offices multiple times over the last several months finalizing approvals and looking at the specs and checking the colors,” said Sirhai. Stewart and her team work regularly with QVC’s team of product development executives and designers. Martha Stewart Gardening consists of 13 items ranging from $12 to $99.98. These are personal items that Stewart uses when she gardens. “It’s a great value proposition and a lot of attention to detail,” said Sirhai. On Wednesday, she’ll also introduce some new culinary items, including both food and wine items that are exclusive to QVC, and cookware for home entertaining. In food items, she’ll introduce jumbo turkey meatballs and a full smoked boneless ham in time for the spring holiday. “We did a different meatball in the fall which blew up,” said Sirhai. She’ll also introduce a wine collection and a 10-piece cookware set. “Martha is so passionate. She wants to be in studio on-air selling her product,” said Sirhai. “She was really interested in a robust, multicategory brand again and was willing to dedicate the time to sell with us,” said Sirhai. A look from Martha Stewart for QVC. Courtesy for QVC Asked how important Stewart is to the overall QVC business, Sirhai said, “Martha has been well known as an incredible force in the home decor world for so long. Her attention to detail and quality of functionality that she focuses on is really endemic to what we are able to do so effectively with the customer based on our storytelling approach. She [Martha] always has stories to tell and she’s a natural storyteller and teacher. She really loves to share her approach and knowledge with her customer base. It’s very authentic,” said Sirhai. “We’re really excited about it and we have a lot of history with Martha and have no doubt it will be highly successful,” said Sirhai. Last fall, Martha Stewart and Dennis Basso added a new dimension to their 30-year friendship by appearing in QVC advertising that was splashed on two gigantic billboards in New York City, as reported.
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