Member Article

Retail boost at Crafter’s Companion

Craft supplies business Crafter’s Companion has reported a huge boost in its retail presence after recruiting a high-profile trade team last year to better support independent stores.

The North-East based company has unveiled that over 200 new outlets across the UK are now carrying its products after it created a dedicated distribution division headed by respected industry executive Simon Duncan in March.

Retail sales at Crafter’s Companion have rocketed by 260% with twice the number of orders shipped versus last year and it is on track to reach 1000 stockists in just one year since the arrival of the new trade team.

Much of the success has been attributed to a surge in support to independent retailers such as in-store workshops, dedicated newsletters for demo days, point of sale material, product images and aid from the firm’s sales managers and trade support team.

Crafter’s Companion is run by Sara Davies, who recently hit the headlines after scooping a Shell Women of the Future Award for Entrepreneur of the Year and an international Stevie® Award for Women in Business in the same week.

Since founding the company in 2005 whilst at university, she has become a familiar face in the craft sector. Sara regularly features on TV channels Ideal World and Create & Craft and is the current board chair at the Craft Hobby Association UK (CHA-UK).

Sara said: “Our strategy to genuinely invest in supporting our retail customers and improve the overall support package to our distribution network is really paying off so far as it is benefiting our customers’ businesses as well as our own.

“It was a really big decision to bring in a dedicated team experts to develop the distribution side of the business but we are delighted with the team’s performance to date as they have really focused on building partnerships with retailers.

“The model we introduced involves our Area Managers being based on the road to visit customers at their stores to give them one-to-one support, tailored packages and offers to suit their individual store needs to help them increase sales. I’m a firm believer that the success to date is down to the personal touch and rapport our team have built with customers,” added Sara.

One of the new retail customers include Colemans Craft Warehouse in Rushden, Northamptonshire. Store manager Jo York said: “We enjoy regular visits from our representative at Crafter’s Companion that ensures we maintain our stock levels accurately and fulfill our customers’ needs every time.

“Furthermore, we are kept informed of all new products and promotions, which enables us to compete with other retailers by selecting new ranges, pricing effectively and having the products our customers want ready when launched.

Simon Duncan, who was appointed European Commercial Manager at Crafter’s Companion, brought years of experience in the craft, FMCG and beauty sector. As part of his team’s retail push to date, the brand has also achieved increased distribution in Holland, Ireland, Spain, Italy, Malta and Romania, with more in the pipeline for 2014.

In order to cope with growing retail demand, the company invested £100,000 to increase the size of its packing and distribution warehouse from 12k sq ft to 26k sq ft last year and employed a dedicated trade order dispatch team.

Along with retail sales, Crafter’s Companion’s products are sold online via its website and through TV shopping channels across the world. It now employs over 60 people across its County Durham headquarters and its US operation in California.

The main focus of the business is on the crafting tools it manufactures along with its own brand products such as Spectrum Noir and Embosalicious. The company also distributes an array of third party brands and develops products with licensing partners.

Picture caption: TRADE BOOST: Sara Davies at Crafter’s Companion

For further information, images and interview opportunities, please contact Raman Sehgal at ramarketing | raman@ramarketingpr.com | 07808796300 | www.ramarketingpr.com | www.twitter.com/ramarketingpr

This was posted in Bdaily's Members' News section by Holli Brown .