Martha, the brand, ain't what it used to be

Carol's latest Retail Wire weigh-in on Sequential Brand's acquisition of Martha Stewart Living Omnimedia.

Martha Stewart Living Omnimedia is one of the most prescient and relevant monikers ever created. In the late '90s, Ms. Stewart read the omnichannel, omni-category, omni-content tea leaves and she was right. A series of unfortunate events intervened and the ones that took her hand off the rudder were arguably the most deadly and dilutive. Sequential brand would be smart to evaluate and prune the Martha portfolio before forging ahead into new territory. A visit to Ms. Stewart's blog or a listen to her interviews will confirm her grasp of, and insatiable appetite for, all things modern, digital and Millennial. Sequential was smart to keep her in the mix.

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