Martha Stewart Is Not Quite The Homemaking Maven We Think She Is…

Stewart Sold Her Name Through Kmart

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In the midst of setting up a media empire, Martha Stewart wasted no time expanding her expertise into the retail sector. Back in 1987, Stewart signed on as Kmart’s lifestyle consultant with a lucrative contract that came with an exclusive line of homewares. Stewart’s entrepreneurial tactics were in line with “synergy,” a popular business concept in the 1990s that media companies used to become consolidated. Stewart’s deal with Time Warner, who distributed her magazine and show, allowed her to promote her products that were all sold at Kmart at the time. The promotion of Martha’s brand across her various outlets proved more profitable.