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Martha Stewart Signs Exclusive for PetSmart

-- Home Textiles Today, 11/9/2009 12:00:00 AM

New York —

Martha Stewart Living Omnimedia is extending its brand into the $50 billion pets market.

The company has inked a multi-year deal with Age Group Ltd. to produce pet-care products that will be sold at PetSmart. The line will include bedding, apparel, collars, leashes, grooming supplies, toys and more other accessories.

The first products are expected to roll out in the second quarter of 2010. PetSmart operates 1,145 stores in the U.S. and Canada.

“We’re bringing two world class brands together under one roof,” said Matt McAdam, PetSmart’s vp of merchandising.

Age Group Litd. is a wholesaler that products pet accessories, apparel for people and travel items including luggage. Among its 15 licensed properties are Hello Kitty, Disney, Roca Wear, American Tourister.

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