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Payless and Martha Stewart Collaborate on New Line of Affordable Footwear

Payless and Sequential Brands Inc., the corporate umbrella behind the Martha Stewart brand, have partnered for a new line of footwear called Martha Everyday, available at Payless.com as of Wednesday.

The collection is centered on affordability, in keeping with the Payless ethos, ranging from $29.99 to $34.99, and will come in five different silhouettes—a strappy stiletto sandal, flats, kitten heel mules and a pair of sling-backs. Each style will have several different color options, including a metallic silver with golden flecks the brand is calling “gilver.”

The opening collection for the new collaboration was designed to drop right next to the holiday season, likely to test the market for a further rollout, which Payless says will be in Spring of 2019.

“We are delighted to bring Martha Stewart’s timeless sense of fashion and sophistication to Payless,” Martin R. Wade III, CEO of Payless, said. “The combination of classic styles at prices for everyone is a match made in footwear heaven. We look forward to growing this partnership and working with Martha to achieve our mission of bringing quality footwear to our customers everywhere.”

The color combinations in the collection are geared toward everyday use, with nude, black and brown being well represented. The standout colorways, however, are the metallic gold and the aforementioned “gilver” options that are slightly more on-trend. Textured and smooth outsoles will also be available for each style, including a brown suede option dubbed “cognac.”

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“This exciting new partnership with Payless complements our strategy for the Martha Stewart brand which is to create beautiful, high-quality products and make them available at an affordable price where consumers shop,” Sequential Brands CEO, Karen Murray, said. “This has been central to the brand since its inception and is where we believe it’s best positioned for future growth.”

In 2017, Payless fought its way through a Chapter 11 bankruptcy and the subsequent resignation of its CEO. Now, the retailer will be partnering with Martha Stewart, who has had successful partnerships with retailers and department stores in the past, most notably J.C. Penney and Macy’s.

For Stewart’s part, she’s just doing what she always does, which is finding new ways to create business opportunities using her reputation in home and lifestyle.

“I am thrilled to partner with Payless to design a line of footwear that’s both beautiful and affordable,” Stewart said. “For as long as I’ve been in business my goal has been to deliver well-made, beautiful products to my audience, at the right price. Payless has the same goal, making them a perfect partner to collaborate with to create gorgeous shoes that our customers can afford.”