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Martha Stewart to Launch Pet Products
Posted: Tuesday, Oct. 20, 2009, 3:15 p.m., EDT

Martha Stewart to Launch Pet Products
Martha Stewart, pictured with her French Bulldogs Francesca and Sharkey, announced plans on Oct. 20 to launch a line of Martha Stewart-designed pet-care products.
Martha Stewart Living Omnimedia (MSLO) plans to come out with a line of pet care products in Petsmart stores during the first half of 2010. This marks Martha Stewart’s entry into the pet products market. 

The company reported on Oct. 20 that it has entered a multi-year business relationship with Age Group Ltd. of New York City to manufacture and market the pet care products. The new line is expected to include a range of products, including apparel, collars, leashes, bedding, grooming supplies and toys. The first of the products are slated to roll out in Petsmart stores in the second quarter of 2010.

“It is very important to me that domestic animals be well-fed, well-groomed and well-cared for,” company founder Martha Stewart said in a statement. “I look forward to working with Age Group and Petsmart to provide other pet owners with the types of Martha Stewart-designed products that will keep pets happy, safe and healthy.”

MSLO, based in New York, N.Y., has been making inroads in the pet market this year. The media and merchandising company recently launched a pet website through MarthaStewart.com and added pet-related content to its television programming, magazine and radio show.

“We see tremendous potential for MSLO in the estimated $50 billion pet market and are very pleased to begin establishing a retail presence in this category through Petsmart,” said MSLO executive chairman and principal executive officer Charles Koppelman. <HOME>

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