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Hot Issue: Brand Management

3/13/08
Martha Looks to Life After Kmart

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It seems pretty clear based on current circumstances that Martha Stewart and Kmart will be splitsville when the contract between the two parties expires in January 2010. But, where will that leave Ms. Stewart's Living Omnimedia (MSLO) business that now receives roughly 80 percent of its licensing revenue from sales of the Martha Stewart Everyday line in the mass merchant's store and on its website? Where do you think Martha Stewart will go for a mass merchant partner when the deal with Kmart expires?

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