Martha Stewart takes page from Trump’s playbook with branded real estate

Martha Stewart World Center? Stewart Tower? Stewart Taj Mahal? Yes, the domestic goddess is getting into branded real estate á la President Donald Trump.

Marquee Brands, the company that picked up both Stewart and Emeril Lagasse brands in a more then $200 million deal this spring, has tapped a real estate agency to explore projects for Stewart.

The firm, Brand Labs International, is on the prowl for cities, developers and real estate projects that are a match for Stewart’s brand of elevated DIY comfort, CEO Florian Haffa tells the Real Deal. Haffa added that Stewart would be involved in the design process for various new developments and that talks are already underway with specific developers in the U.S., Europe and Asia.

But branded real estate isn’t the only thing the domestic goddess has in common with Trump. Stewart and the president have a long and tenuous relationship going back decades. In 2005, Stewart even played the executive on NBC’s “The Apprentice” for a season, causing friction between the two television personalities. Stewart claimed that she was supposed to have fired Trump on air but that Trump refused to leave the show.

Trump fired back in a statement at the time saying: “I knew it would fail as soon as I first saw it — and your low ratings bore me out.”

Now, with lucrative branded real estate entering her portfolio, all Stewart needs is a presidential bid to make her Trumpification complete.

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