Please be aware that some recent posts posted here are very misleading. The fact about Martha Stewart Essentials is that it is not an asset for the company. They license the brand, which was meant to bring in instant revenu. We've learned by previous financial statements that this has not worked out as planned.
No blame for the company, it was absolutely worth the try, but facts are facts: Martha Stewart fans don't buy into the pills. (which in hindsight is not that surprising - the Martha Stewart story has Always been about healthy food - you don't need supplements when eating fruits and vegetables)
So as MSE is not an asset (it's someone else's brand) and it does not bring fast cash, it has become a liability. Even if it has the possibility to bring in money later, that's just not the point. With limited resources it's not good that MSE is actually costing the company money at the moment. Money that would better be spend on promoting their own brands.
Again, no blame on the company. But beware when doing your dd: MSE is not what's gonna give us a return on our investments.
