Martha Stewart expands Amazon partnership
A lifestyle icon is debuting a new kitchenware line that will be sold exclusively on Amazon.
Martha Stewart partnered with the online giant to introduce her first-ever kitchen electrics collection. The new line, which will be sold on her Amazon online store, is a new category for the lifestyle legend.
The collection, which is produced by kitchenware manufacturer The Cookware Company, is designed for performance and reliability, and targets home cooks of all skill levels. It will feature a range of countertop essentials, including stand mixers, coffee/spice grinders, ovens, slow cookers, air fryers, rice cookers, blenders, toasters, waffle makers, milk frothers and more.
Each piece features neutral finishes, easy-to-use controls and discreet digital displays that disappear when not in use.
“This collection of kitchen electrics marries high performance and functionality with exquisite design,” said Stewart. “Every piece has been rigorously tested by me and my team of experts, and we are so proud of the results.”
Besides significantly expanding Stewart’s product portfolio, this launch also deepens her partnership with Amazon. The lifestyle icon partnered with Amazon to launch an online store in 2023 – a destination dedicated to Martha Stewart-branded merchandise. Called “The World of Martha,” the online giant features Martha Stewart brand home goods products, including cookware, bedding and textiles. The new kitchen electrics line is the newest addition to this portfolio.
The World of Martha includes video content from Stewart’s media library, as well as seasonal recipes for customers to browse.
However, their collaboration didn't end there. During Amazon’s 2024 Black Friday shopping event, the online retailer collaborated with video commerce platform TalkShopLive to introduce new shows and deliver shoppable content to drive sales. Stewart hosted live shows featuring a curation of Amazon’s Black Friday deals.
Stewart also recently added a freestanding brick-and-mortar retail store to her vast resume. Last summer, the legend opened the world’s first Martha Stewart store at City Centre Mirdif in Dubai, followed by a second location at the Dubai Hills Mall.
The stores are operated through Marquee Brands, which acquired the Martha Stewart brand of home furnishings and other branded products and media in 2019. As part of the deal, Marquee said Stewart would continue to guide the brand she founded.