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Martha Stewart to Launch Pets Line

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It will launch this spring.

NEW YORK — Sequential Brands Group Inc. announced the Martha Stewart brand’s new line for pets with partners design LAB Inc. and Fetch for Pets.

The collection will launch in spring 2018.

In collaboration with design LAB, Inc., the Martha Stewart pets line will include apparel, bedding, restraints, toys and feeding that 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 design LAB’s chief creative officer, Lendy Beatty.

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Through its Fetch for Pets partnership, the Martha Stewart pets line will include pet grooming solutions that are sulfate-, paraben- and cruelty-free. The products will be available on Amazon in May 2018. 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. 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,” said Fetch President and CEO Steven Shweky.

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

“I am thrilled to work with design LAB, Inc and Fetch for Pets on my new collection,” Stewart said. “I consider my pets part of my family, and it is important to me that they are well taken care of. With this line, I am excited to provide pet owners quality, innovative products to ensure their pets are happy, healthy, well cared for and sensibly and very beautifully dressed.”

“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.

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