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EK Announces Launch Strategy
Posted by: Editors | January 23, 2007
EK Success will begin limited retail distribution in May for its Martha Stewart Crafts™ line of paper crafting, scrapbooking, and storage products. The initial launch will be to all Michaels stores, followed by distribution to EK Elite independent craft and scrapbooking stores later this year. The line has been collaboratively designed and developed by Martha Stewart Living Omnimedia (MSLO) and EK Success.
Chris Skinner, ceo of EK Success, said, “To position the brand properly on a national level, it was very important to select a retailer with a brand-consistent merchandising approach that would reach a broad spectrum of crafters and consumers with different interests, skill sets, and lifestyles. Additionally, we believe that distribution through our EK Elite retailers will provide consumers with a rewarding educational retail experience for this truly unique product line.”
Skinner added, “The Martha Stewart Crafts line will appeal not only to the seasoned paper crafter and scrapbooker, but also to the mass consumer who may never have experienced the nation’s fastest growing craft.”
Robin Marino, president of merchandising at MSLO, said, “We’re delighted to be working with EK Success, Michaels, and EK Elite retailers to bring our high-quality Martha Stewart-branded products to the marketplace. Drawing on more than 15 years of inspiring crafting ideas from our magazines and television shows, Martha and our design team have created a line of products that will enable consumers to share their creativity and celebrate their memories in beautiful and meaningful ways.”
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