Anders Krusberg/Martha Stewart Living Television
09/21/2005 at 09:00 AM EDT
What is Martha Stewart's poncho worth? More than $375,000, it turns out, as online orders have blown up for the garment she wore upon leaving prison.
Delivery Agent, the company that runs the domestic diva's online store, says they hit that sales figure just 48 hours after Martha featured the ponchos on her new syndicated show, according to the Hollywood Reporter.
About 7,500 ponchos were sold at $49.99 each, which is a record for the biggest integrated commerce campaign in TV history, says CEO Mike Fitzsimmons.
Marthastewart.com says on its site that profits from the sales of the poncho will go to charity.
Meanwhile, Wednesday night brings the debut of The Apprentice: Martha Stewart on NBC. Still, despite the show's tremendous promotional buildup, Stewart, 64, admitted to some reservations at a press conference for it.
"I don't like firing people," she admitted. "I don't think I've ever said it even when I should have."