Inspiration ranging from Skylands, her woodland retreat on Mt. Desert Island, Maine, to her sprawling Bedford, New York, country estate
The Martha Stewart brand yesterday revealed a new streamlined, categorical approach to organizing the vast array of Martha products. All items will now land within four lifestyle verticals inspired by the domestic mogul’s four homes, providing an easily identifiable aesthetic marker and “personality” to an otherwise massive stable of decor items. Each lifestyle is intended to reflect the way Martha lives at each property, and runs the gamut in terms of product, from entertaining to decorating to fashion.
The four verticals are inspired by four standout properties. Bedford represents her country farm, located north of NYC in Westchester County, inspired by a semirustic life with animals and ample space; Perry Street—in Manhattan’s West Village—stands for glamorous urban living, with clean lines and fresh, vibrant fabrics; Skylands marks Martha’s woodland retreat on Mt. Desert Island, Maine—referred to by the brand as her most architecturally important home—offering large scale patterns like silk damasks and a confident use of color; and Lily Pond, named after Martha’s shingle-style beach house in the Hamptons, offers a breezy, coastal aesthetic in feel.
Each vertical boasts its own distinct colorways and patterns, allowing consumers to easily digest and compartmentalize particular styles while relating on an even more personal level with the industry tycoon.
“Each of my homes offers a very different way of living, from rural country to remote seaside; sophisticated city to relaxed and beachy,” says Stewart. “My mission has always been to teach people of all ages to make their homes and lives more beautiful and functional for everyday living. The inspiration for the products we’ve designed has always come from the way I live.”
The brand revealed the four new categories at a celebratory event hosted at the company’s NYC headquarters, where revelers took in items from the new product line, such as Stewart’s chic yet tactile gardening and outdoor collections.
With more than 100 million people engaging with the Martha brand each month, Stewart hopes that the personal touch of the new categories will put an even more intimate spin on the myriad products the home decor mogul puts out each year. From apparel to food, decor to pets, Stewart hopes for the brand to have something to offer for every consumer.
“We have a very large audience—they trust our taste, and love our products and colors, and that’s what we’re trying to continue to appeal to. High-quality products at an affordable price point, made available to all consumers: That’s what’s core to our brand DNA,” Stewart says.