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Martha Stewart Unveils Plans for Line of Pet Products


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Sequential Brands Group, Inc. partnered with design LAB, Inc. and Fetch for Pets for a line of Martha Stewart branded products for pets. The collection will launch in spring and feature a variety of quality, functional and innovative products that ensure the best in care for household pets.

In collaboration with design LAB, Inc., the Martha Stewart pets line will include apparel, bedding, restraints, toys, and feeding which will be available for purchase on QVC in March and on Amazon in April. The collection will expand later in the year to include travel, special occasion items and steps and strollers.

“Martha Stewart’s passion and knowledge of pets truly is the inspiration behind this line. She knows exactly what pet owners need in terms of quality and practicality, and this collection delivers just that. We are delighted to have her as a partner,” said Lendy Beatty, chief creative officer of design LAB, Inc. 

Through its Fetch for Pets partnership, the Martha Stewart pets line will include high quality, natural pet grooming solutions that are sulfate, paraben and cruelty free. The products will be available on Amazon in May. In fall 2018, the line will expand to include grooming tools, pet dental care and dog waste management products.

“Martha Stewart is a strong leader in the pet space as she is across many other areas of living. She has a passion for pets and understands what’s practical for the pet parent,” said Steven Shweky, president and CEO of Fetch for Pets. “Martha’s pet products are an extension of her everyday life. It’s amazing to have a partner that put’s meaning behind every detail.”

In addition to Amazon and QVC, the company plans to expand the Martha Stewart pets line’s retail presence later this year. 

“This is a very exciting and natural expansion for the Martha Stewart brand. The pets category has enormous growth potential, and opens up new distribution channels for the brand as well,” said Karen Murray, CEO of Sequential Brands Group.

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