Why Shares of Martha Stewart Living Omnimedia Spiked 20% in June

What:Shares ofMartha Stewart Living Omnimedia jumped 20% last month, according to data from S&P Capital IQ, after an agreement to sell the company to Sequential Brands, a brand-licensing specialist, was announced.

MSO data by YCharts.

So what:As you can see from the chart above, the stock surged over a two-day period asThe Wall Street Journalbroke news on June 18 thatStewart's company was in talks to sell itself to the company whose brands include Linens 'n Things, Heelys, Avia, and Ellen Tracy. In typical buy-the-rumor, sell-the-news fashion, the stock dropped once a deal was reached on June 22 at a price of $6.15 a share, valuing the media and home goods company at $353 million.

As part of the deal, Stewart will become a major shareholder of Sequential Brands and serve as chief creative officer at the company.

Though shares of the media brand have hovered near the $6.15 mark since news of the sale, that was not the end of the story. Sequential's offer sparked interest from other parties, includingMeredith Corp.,Iconix Brand Group, Global Brands and Authentic Brands. According to the agreement, Stewart's company has 30 days to solicit other offers.

Now what:Activist investor Plymouth Lane Capital Management has also called for MSLO to find a better bid, claiming Sequential Brands' offer undervalues the stock and that the company should go through a "robust marketing process" to find a better offer.

As of this writing, no other offer has emerged, however, the possibility of a second offer remains, meaning the stock should stay above $6.15. Any dip below that figure would be a buying opportunity, as a payoff of $6.15 is virtually guaranteed. However, with the stock closing July 8 at just $6.19 currently, the market seems to think a better deal is unlikely to occur.

The article Why Shares of Martha Stewart Living Omnimedia Spiked 20% in June originally appeared on Fool.com.

Jeremy Bowman has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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