Craft supplier Crafter’s Companion has transferred its beading division, Beader’s Companion, to Loughborough-based Beads Direct in a bid to focus on its core paper crafting business.
The deal will see all existing stock and the face of the brand, Sarah Millsop, transfer to Beads Direct, although it is understood that the Beader’s Companion brand name will not be used going forward.
The acquisition of expert beading demonstrator Sarah Millsop, and the trading existing assets of the company is likely to further develop opportunities on TV shopping, which has been the major driver of growth at Beader’s Companion to date.
Crafter’s Companion is run by multi award-winning entrepreneur Sara Davies who started the company in 2005 and has since become a familiar face in the global craft sector. The Beader’s Companion arm was created in 2010 following increased demand for products in this area.
Sara said: “We are sad to see Sarah leave the team as she’s done such a brilliant job at sourcing and developing the beading business as well as becoming the public face of the range on Ideal World’s Create & Craft shopping channel.
“Nevertheless, we feel we have taken this division as far as we can. Utilising Sarah’s passion and knowledge of the products, the team at Beads Direct will no doubt invest further and take the business to the next level. We wish them all the best of luck.”
Crafter’s Companion’s now employs over 60 people across its County Durham headquarters and its US operation in California. Earlier this year, the company reported a 260% boost in its retail sales after recruiting a high-profile trade team last year to better support independent stores.
Sara added: “Our core paper crafting business at Crafter’s Companion continues to go from strength-to-strength via retail, trade, online and TV shopping platforms. Although we will no doubt explore other market opportunities in the future, our core area needs to be our key focus for now.”
The main focus of Crafter’s Companion is on the crafting tools it manufactures along with its own brand products such as Spectrum Noir and Embossalicious. It also distributes an array of third party brands and develops products with licensing partners.
For further information, visit www.crafterscompaniontrade.co.uk