The woman who has advised millions on cooking, sewing, decorating and other lifestyle pursuits are adding a new passion to her franchise. Domestic diva Martha Stewart will be lending her signature to a multiyear partnership between the company she has founded-Martha Stewart Living Omnimedia and the world’s largest photography firm, Eastman Kodak, to develop a line of branded personalized photo products. The Kodak-Martha Steward Living partnership is what Kodak General Manager Sandra Morris calls “a picture-perfect match.” The billion-dollar photo company’s partnership with Martha Stewart Living is “one of the first of its kind in the multimillion-dollar photo speciality merchandise category,” according to today’s Kodak press release. In hopes of blending Martha Stewart’s signature “how-to” style with Kodak’s tradition for photo quality, the new line of products will combine online photography with offline products.
Products will include photo books, stationery, stickers, and cards, customized for holidays, weddings, thank-you notes and more based on templates designed by Stewart’s company under her supervision and guidance. New categories, including food and gardening, will also be developed. Prices for the Martha Stewart-designed products will be higher than typical Kodak products. Known more recently for her 2005 conviction and incarceration for inside trading of ImClone Systems stocks, the domestic entrepreneur says, “It’s exciting to be able to use Kodak’s cutting-edge technology in the service of the custom-crafted projects, I’m looking forward to using these products myself!” The products will be available at the end of the year and early 2007. Kodak and Martha Stewart Living Omnimedia, a $200 million company, will share revenue but did not disclose terms. Martha Stewart Living hopes to appeal to women as well as fans of the $3 billion scrapbooking market, where hobbyists fill albums with photographs and bits of memorabilia.