Member Article

Katy Sue Designs launches digital-only craft product range in response to COVID-19

Katy Sue, the UK’s number one craft manufacturer and retailer, has enhanced its business model as a result of the Covid-19 pandemic lockdown, rapidly launching a new range of digital-only products.

This significant tech investment has helped the South Tyneside -based business to be resilient to the supply chain challenges faced by many of its competitors, remaining open to service its thousands of global customers. The business, which already makes silicone moulds, paper crafts, MDF and acrylic products, has been investing heavily in its online business for the past two years.

The successful move to producing digital-only products has come as Katy Sue has recognised that its ever popular range of paper craft designs could be replicated to a digital download format, to allow its customers to quickly print their own products at home. This means that a customer can receive their product instantly and keep it forever, with no delivery time.

The digital paper craft product range is available across Katy Sue’s various web platforms, including its Katy Sue UK and US websites and Craft Creations website. To also attract new customers to the digital products on offer, Katy Sue has opened an Etsy store, aimed at the “Makers” market, which stocks the full digital product range. Since launching the digital download product range, Katy Sue has seen digital sales grow to almost 20% in less than four weeks.

Meanwhile the content side of the business has been enhanced, with the launch of the Katy Sue Members Clubs, providing exclusive online content, early access to new products and unique online classes. In collaboration with internationally renowned Chef Nicholas Lodge, the first group Flower Pro Ultimate Members Club launched on Friday 17th April. It has already seen significant uptake and the company is optimistic that this new subscription model will be as popular in the craft world as the new Disney streaming channel is on traditional TV.

Commenting on the news, Sue Balfour, Katy Sue’s CEO said. “We are proud that our team of loyal employees have been able to launch these new products while working remotely. Using collaboration tools such as Workplace by Facebook has allowed the group to stay in touch and rapidly develop new products and services. We have been investing in our tech for the past two years, and this latest investment is in response to feedback from our customers, eager to keep crafting with their favourite brands”. The business has been acquisitive of late and is actively looking for ways to expand its business, and grow its stable of world famous brands.

Katy Sue understands the demand for craft products is high at present and the huge benefit that these products provide to well-being and metal health. Although always very popular among the ageing population and those who suffer from disabilities, during this unprecedented time craft products are also growing in popularity with families and a younger audience who are looking for creative ways to spend their time at home.

This was posted in Bdaily's Members' News section by Gardiner Richardson .