Martha Stewart gains 3.9% as other bidders reportedly enter fray

• Shares in Martha Stewart Living Omnimedia (MSO) rose 3.9% today, and another 0.5% after hours, as the prospect of more (maybe several more) bidders for the company emerged today.
• Sequential Brands (SQBG -1.5%) on Monday said it had agreed to acquire MSO for $6.15 a share (about $353M), in a done deal. But The New York Post reported that bidding has reopened for "at least five prospective bidders" as Sequential's CEO Yehuda Shmidman was said to have leaked deal details early.
• That meant having to include a 30-day "go-shop" provision -- and now bidders may include Meredith (NYSE:MDP), which already has licensing for the Martha Stewart magazines; licensing group Iconix (NASDAQ:ICON); Global Brands; and Authentic Brands.
• Sequential's board is reportedly "very disappointed that this occurred and wants to understand how this happened."
• Martha Stewart shares were last quoted at $6.43 after hours, a 4.6% premium to Sequential's offer.