Jimmy Buffet did it. Aston Martin is in the process of making it happen. And now Martha Stewart has joined the ever-growing ranks of public personas and brands throwing their signature style into the real estate ring.
Marquee Brands, which purchased the Martha Stewart brand for a reported $215 million earlier this year, announced they had hired Brand Labs International to begin preliminary research into developing residential communities under the Martha Stewart concept. Their first step, according to the statement, is to identify cities and developers that make a good fit for the future projects which could include everything from townhomes to condos, assisted living facilities and single family houses. The company plans to search throughout the U.S. as well as locations in Europe and Asia for places that will have a demand for living spaces that fit into the brand of living Stewart has developed through her many books, television shows and homeware products. As she said in a statement:
“I am looking forward to building extraordinary living communities for the growing population worldwide. Communities that will fit our needs and offer practicality, usefulness, beauty and comfort.”
Marquee Brands is also the parent company of brands such as Emeril Lagasse, two BCBG brands, Ben Sherman, Body Glove and Dakine.
Since the initiative is so new, hardly any details have been released (and no word on whether the homes will come with any of the famous Stewart decor items, such as her signature paint line). But one small clue this could become much bigger than just residential communities is the other statement released in the announcement from Carolyn D’Angelo, President of the Home Division at Marquee Brands.
“The Martha Stewart brand is proud to announce our partnership with BLI on this new venture into the real estate and hospitality space. We believe that with Martha’s expertise and knowledge in both real estate and lifestyle, this partnership will create flourishing communities where living well is the upmost priority.”
The mention of hospitality, in addition to real estate, suggests they are keeping a broad scope as they approach this project and there just might be a hotel line in their vision. MarthaBnb, anyone?