Extensive Assortment of Crafting Products and Storage Solutions to Make National Debut in More than 900 Michaels Stores in the U.S. and Canada
NEW YORK, April 25, 2007 /PRNewswire-FirstCall via COMTEX News Network/ -- Martha Stewart Living
Omnimedia, Inc. (NYSE: MSO) announced the Martha Stewart Crafts(TM) line will
debut on May 1, 2007. The line features more than 650 SKUs, including a wide
array of materials for paper crafting and scrapbooking, with exclusive paper
designs, beautiful embellishments, smartly designed tools every crafter needs,
as well as convenient binders and storage systems that help keep everything
Debuting exclusively at more than 900 Michaels stores in the U.S. and
Canada and at marthastewartcrafts.com ( http://www.marthastewartcrafts.com ),
the Martha Stewart Crafts line will be a complete crafts destination,
including products, inspiration, and educational materials, all arranged to
create a "store-within-a-store" feel.
Martha Stewart Crafts products have been designed by MSLO and manufactured
by EK Success, one of the country's leading scrapbooking and creative consumer
products companies. This is MSLO's first foray into the $30 billion arts and
crafts marketplace. The crafts market has broad-and growing-appeal: according
to the Craft & Hobby Association, nearly 60 percent of U.S. households
participate in crafts and hobbies.
"This line is an expression of my passion for crafting, a pursuit I have
enjoyed throughout my life," said Martha Stewart, Founder of MSLO. "At MSLO,
we are steeped in the development of crafts, and all the products reflect our
understanding of what crafters want and need because it is what we ourselves
want and need-practical tools, as well as a wonderful array of beautiful and
"Martha Stewart has been developing crafting ideas for more than 15 years,
as featured in our magazines and on our television shows. This introduction of
the Martha Stewart Crafts line is a natural extension for the merchandising
segment of our business," stated Robin Marino, President of Merchandising at
MSLO. "Our new high-quality, beautifully designed products manufactured by EK
Success will inspire and delight consumers." Ms. Marino added: "With broad
distribution throughout North America and a reputation for being a leading
retail crafts destination, Michaels is the ideal partner for this national
"We are very excited to be offering the Martha Stewart Crafts line, and
are confident that this relationship will significantly benefit the crafts
consumer, who looks to Martha Stewart for inspiration and new products, and
who counts on Michaels stores to provide the materials they need for their
projects," stated Gregory Sandfort, President/COO of Michaels Stores, Inc.
"We are proud to be a part of creating this unique product line that
embraces a lifestyle as well as a craft," said Chris Skinner, CEO of EK
Success. "The Martha Stewart Crafts line combines the power of the Martha
Stewart brand name with the product expertise of EK Success, offering unique
features such as how-to tips, craft project ideas, recipes, and creative
MSLO's dedicated team of experts, including Hannah Milman, Editorial
Director of Crafts, designed all of the products in the line, including:
- Scrapbooking materials ranging from sophisticated, exclusive designs of
papers to charming embellishments.
- Beautifully bound albums, frames, and keepsakes boxes to help preserve
- Craft kits that allow adults and children to make easy-to-do projects
with adorable results.
- Pretty food packaging that makes giving homemade gifts from the kitchen
or garden easy, with boxes, bags, and wrappers.
- Gift wrap, tissue paper, ribbons, invitations, and more for holidays,
weddings, showers, and birthdays.
The Martha Stewart Crafts line also includes a comprehensive assortment of
crafting essentials, such as rubber stamps, 56 colors of markers and pens, 30
colors of glitter, and 17 varieties of adhesives and tapes, including
specially designed adhesive-backed patterned ribbons that can be mitered to
create frames. There are 38 specialized tools in the product line, including
craft punches, three sizes of scissors, and a bone folder, one of Martha's
favorite tools for making perfect folds and creases. As part of a helpful
system of storage binders and boxes, product packaging was thoughtfully
designed to fit into those binders, allowing crafters to easily store and find
their supplies. In addition, crafters can find tools, templates, paper
products, "how-to" tutorials, and message boards for exchanging ideas on the
new marthastewart.com ( http://www.marthastewart.com ). In September, the site
will have additional community features.
New seasonal and holiday-themed products will be introduced throughout the
year. In May, Martha will demonstrate many of these products on MSLO's Emmy
Award-winning daily television series The Martha Stewart Show. The segments
will be rebroadcast on marthastewart.com
( http://www.marthastewart.com ).
In Fall 2007, Martha Stewart Crafts products will also be available at
independent craft stores.
Martha Stewart Living Omnimedia, Inc. (MSLO) is a leading provider of
original "how-to" information, inspiring and engaging consumers with unique
lifestyle content and high-quality products. MSLO is organized into four
business segments: Publishing, Merchandising, Internet, and Broadcasting.
Martha Stewart Living Omnimedia, Inc. is listed on the New York Stock Exchange
under the ticker symbol MSO.
About EK Success
Established in 1978, EK Success is a creative consumer products company
with the leading market position in the fast-growing $3 billion scrapbooking
segment of the U.S. craft industry. EK Success designs and markets some of the
craft industry's most respected brands, emphasizing the importance of
education, inspiration, and innovation. In February 2006, EK Success was
acquired by GTCR Golder Rauner LLC, one of the nation's leading private equity
About Michaels Stores, Inc.
Michaels Stores, Inc. (michaels.com) is the largest specialty retailer of
arts and crafts. With over 900 stores in the United States and Canada, the
company has a wide selection of products in arts, crafts, framing, floral,
home dA(C)cor, and seasonal merchandise. Michaels also operates stores under
different brand names, including Aaron Brothers, Recollections and Star
Decorators Wholesale. In October 2006, Michaels was purchased by Bain Capital
and The Blackstone Group.
SOURCE Martha Stewart Living Omnimedia, Inc.
Agnes Hansdorfer, Corporate Communications
of Martha Stewart Living Omnimedia Inc.,
+1-212-827-8269, firstname.lastname@example.org; or
Nicole Sutliff of Susan Magrino Agency,
+1-212-957-3005, Nicole@smapr.com, for
Martha Stewart Living Omnimedia, Inc.;
or Amy Reda, Vice President of Martha Stewart Crafts,
+1-973-458-0092 ext. 1609, email@example.com, or
Allison Rosenthal, Media Manager,
+1-973-458-0092 ext. 1625, firstname.lastname@example.org,
both for EK Success;
or Allison Allison, +1-214-891-5212,
or Carolyn Sutton, +1-214-891-4104,
both of Richards Partners, for Michaels Stores