Martha Stewart CBD Goes Coast-To-Coast With First National Retail Expansion
All things 2020 considered, this year has been a good thing for Martha Stewart. From debuting a hit HGTV series and marking the 30th anniversary of her eponymous magazine to posting the perfect thirst trap and launching a CBD brand, life for the lifestyle legend is better than ever. Now, she’s taking Martha Stewart CBD coast-to-coast.
Canadian parent company Canopy Growth Corporation — a diversified, publicly-traded cannabis enterprise — recently announced The Vitamin Shoppe as Martha Stewart CBD’s first national retail partnership. Also developed in collaboration with Marquee Brands, which acquired the Martha Stewart brand portfolio in 2019, the complete collection of ingestible wellness products is on-shelf at over 580 “CBD HQ” locations of The Vitamin Shoppe and Super Supplements stores as well as online.
“When I created this new line of CBD products, it was important that the assortment be delicious and elegant, but also affordable and accessible,” Stewart, who’s remained extremely hands-on since the brand’s inception two years ago, shared in a statement. “It is easier than ever to treat yourself and your loved ones to the wellness benefits of CBD and my new gummy sampler, inspired by flavors from my garden, makes the perfect holiday gift this season.”The Martha Stewart CBD offering includes a 15-flavor, 60-count sampler box, oil drops, softgels and gummies — all fittingly formulated in gourmet taste and inspired by Stewart’s favorite recipes and ingredients. Known for her beloved Chow Chows, Stewart also has cats, chickens, miniature donkeys, birds and horses among menageries scattered across her properties; a Martha Stewart CBD pet line is also coming in early 2021.
During an editors’ roundtable upon the release of the brand in September, Stewart explained over Zoom that her gummies are the hero product of the line, but she prefers to consider them pâte de fruits — the fancier French confection typically served at the end of a meal. She cued Canopy Growth to infuse the hemp-derived CBD isolate treats with the same natural essences of the fruit she grows at home on her Bedford, New York farm including Meyer lemon, kumquat, blood orange, raspberry and huckleberry.
“Martha herself was in the first pitch meeting, by video, and she talked about her signature flavor inspirations. I knew she would bring something special to this category,” shared The Vitamin Shoppe CEO Sharon Leite. “Quality and expertise are two of our fixations, and Martha brings that to everything she does exceptionally well. We’re also committed to innovation, and the Canopy team delivered with this uniquely trusted brand and flavor-forward CBD formulations.”
Originally adopting CBD in April 2019, The Vitamin Shoppe’s move into the industry signaled mainstream acknowledgement of the non-intoxicating cannabis plant compound as a health and wellness supplement. The first two brands to launch in stores were Irwin Naturals and Garden of Life. Currently, The Vitamin Shoppe offers over 20 brands of CBD products in formats including tinctures, capsules, topicals, beauty and on-the-go beverages. Last month, the Secaucus, New Jersey-based company launched its first proprietary CBD products under its Vthrive and plnt brands.
“The Vitamin Shoppe is one of the nation’s most recognized and trusted names when it comes to supplement retailers with convenient locations all over the country,” said Canopy Growth CEO David Klein. “We first introduced CBD products [with them] earlier this year, leveraging their impressive network of stores to launch our BioSteel sports nutrition and hydration products in the U.S. and are pleased to partner again to make Martha Stewart CBD more accessible to consumers across the U.S. at the height of this year’s holiday shopping season.
It’s such an opportune time now [for Martha Stewart CBD] because of the horrible stresses that all of us have been under since March when our quarantine during this pandemic started,” Stewart added during the virtual event. “We’re all feeling stressed, we’re all feeling cooped up, we’re all feeling like, ‘what the heck is happening?!’ So this is a good time for a launch of products like this that can actually help relieve stress and promote a feeling of well-being without drugging you out.”
To celebrate Martha Stewart CBD’s launch at The Vitamin Shoppe, holiday shoppers will receive 25% off all Martha Stewart wellness products purchased online through December 30, 2020 using promo code MARTHA25 as part of a special introductory offer.