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Trademarks/Brands

Sequential Aquires Martha Stewart

The recently announced merger with Sequential Brands Group is the culmination of Martha Stewart Living Omnipedia’s transformation from a publishing to consumer licensing business. it began a few years ago when MSLO wound down its TV operations.

In October, MSLO licensed its flagship Martha Stewart Living and Martha Stewart Weddings magazines to Meredith Corp. All the while, MSLO has been concentrating on licensing its recognizable brand for everything from wall hangings to pet food.

In 2014, MSLO’s merchandising revenues were $15.9 million, or 38% of total revenues, as compared to $11.6 million, or 16% of total revenues, in 2010. A potential fly in the ointment is the objection to the deal by some MSLO shareholders.

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