Design it the Martha Way: Martha Stewart to brand real estate developments worldwide

Branded projects could include homes, condos, townhouses, assisted living

National /
Nov.November 13, 2019 07:00 AM
Martha Stewart

Martha Stewart

How would Martha design it, build it and sell it? Soon, we’ll find out.

Marquee Brands, which owns the Martha Stewart brand, hired real estate agency Brand Labs International to identify cities, developers and real estate projects for the Martha Stewart brand, The Real Deal has learned.

Brand Labs International’s CEO Florian Haffa said that Stewart will be involved in the design of various developments. The partnership is in talks with specific developers in the U.S., as well as in Europe and Asia. Haffa wouldn’t identify projects or cities where it plans to launch Martha Stewart-branded developments.

Stewart, a business mogul, television personality and author, sold her Martha Stewart Living Omnimedia empire to Marquee Brands earlier this year for $215 million. The company included furniture, kitchenware and other branded products. Marquee Brands is the parent company of other brands, such as BCBG Max Azria, BCBG Generation, Emeril Lagasse, and Ben Sherman, according to its website.

The Martha Stewart-branded real estate projects could include single-family homes, condos, townhouses, assisted living, and other residential communities.

Stewart said in a statement that she looks forward to building developments that “will fit our needs and offer practicality, usefulness, beauty and comfort.”

Her homes have “acted as laboratories” for the brand, according to a release. She owns a country farm north of New York City in Westchester County, a home on Perry Street in Manhattan’s West Village, a property on Mount Desert Island in Maine and a house in East Hampton, according to Architectural Digest.

Branded developments have become increasingly popular. In South Florida, developers have recently partnered with Porsche Design, Armani Casa, Aston Martin and others to brand luxury residential towers. Developers can ask for nearly 31 percent more on average than for comparable non-branded properties, according to data from Savills.


Related Articles

arrow_forward_ios
From left: Milos Raonic, Venus Williams, Serena Williams and Novak Djokovic (Credit: Getty Images)

Luxury real estate anyone? US Open stars and their palatial pads

Luxury real estate anyone? US Open stars and their palatial pads
Lena Dunham and 60 Broadway (Credit: Getty Images)

Lena Dunham’s “massive real estate mistake”

Lena Dunham’s “massive real estate mistake”
All Falls Down: Kanye West’s “Star Wars”-themed affordable housing plan hits snag

All Falls Down: Kanye West’s “Star Wars”-themed affordable housing plan hits snag

All Falls Down: Kanye West’s “Star Wars”-themed affordable housing plan hits snag
Dwyane Wade and Gabrielle Union dropped the asking on their Sherman Oaks mansion, a year after buying big in Hidden Hills. (Getty, Hilton & Hyland)

Dwyane Wade and Gabrielle Union drop asking on Sherman Oaks manse

Dwyane Wade and Gabrielle Union drop asking on Sherman Oaks manse
Joan Collins and 110 East 57th Street #8EFG (Getty, BHS)

Soap star Joan Collins lists longtime Midtown pied-à-terre

Soap star Joan Collins lists longtime Midtown pied-à-terre
Tommy Hilfiger and his recently sold estate in Greenwich, CT. (Getty, Janet Milligan)

Tommy Hilfiger’s Greenwich estate sells for $45M

Tommy Hilfiger’s Greenwich estate sells for $45M
Serena Williams with 7703 Bold Lad Road and 6431 River Pointe Way (Getty, Google Maps)

Serena Williams sells Palm Beach Gardens home after buying Yadier Molina’s Jupiter mansion

Serena Williams sells Palm Beach Gardens home after buying Yadier Molina’s Jupiter mansion
Alex Rodriguez with Stuart Zook and (inset) Constantine Scurtis (Getty, Miami-Dade County Circuit Courts)

A-Rod’s ex-brother-in-law alleges racketeering, embezzlement in new lawsuit against retired Yankee

A-Rod’s ex-brother-in-law alleges racketeering, embezzlement in new lawsuit against retired Yankee
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...