Martha refines, renames catalog

New York — With the intent of unifying the catalog with the Martha Stewart brand, Martha Stewart just delivered its newly crafted catalog to its customers under its new name, "Martha Stewart, The Catalog for Living."

Formerly called Martha By Mail, the new book narrows its assortment, focusing on products for entertaining, cooking, decorating, gift giving and such, while pets, children and luggage are out. In a letter to consumers in the catalog, Stewart outlines some of the improvements, like an expanded Housewares section with holiday table linens.

At 100 pages, the late fall catalog, which features Danish Fern dinnerware against a warm reddish orange background on the cover, is larger than preceding ones, which ranged between 64 to 76 pages this year.

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