Dive Summary:

• The Associated Press reports that J.C. has decided to dump the Martha Stewart brand due to lackluster sales from the signature line of home goods.
• Martha Stewart signed a ten-year merchandising deal in late 2011 with the company’s former CEO, Ron Johnson, and at that time J.C. Penney also invested 38.5 million in Martha Stewart Living – giving them a 17% percent stake in the company.
• J.C. is also reportedly revamping its overall line of home merchandise due to consumer feedback citing that some items are too expensive for the retailer’s prominent customer base of discount shoppers.

From the article:

During an earnings call with investors last month, Ullman didn't mention Martha Stewart specifically, but said that early feedback from customers regarding the home department made it clear that some of the merchandise was also too expensive. He also said customers want a more balanced assortment of trendy and traditional merchandise. ...