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Create and Craft reigns supreme

Create and Craft reigns supreme at this year’s ‘Best of Craft Awards’ after year of soaring profits

  • Retailer wins ‘Most Loved TV Shopping Channel’ and ‘Best Rated Customer Service’ for second year running
  • Crafting legend, Stephanie Weightman wins ‘Designer of the Year’
  • Presenter Dawn Wheeler wins ‘Female Personality’ and Nigel May wins ‘Male Personality’
  • Wins round up year of soaring profits for the craft business, despite tough trading conditions

Multi-channel retailer, Create and Craft has won five gold awards at this year’s Best of Craft Awards, including ‘Most Loved TV Shopping Channel’ and ‘Best Rated Customer Service’. The awards round off a successful year for the business, which has seen profits soar in the last 12 months, despite challenging supply chain and trading conditions.

At the awards – which are voted for by viewers and crafting fans – crafting legend and product designer, Stephanie Weightman won ‘Designer of the Year’ in recognition of her work at the helm of Innovation Hub and Ikan Papercrafts. Popular presenter and craft designer Dawn Wheeler followed up her 2020 ‘Crafting Women of the Year’ award to win ‘Female Personality’ and Create and Craft stalwart, Nigel May won ‘Male Personality’ for the first time. The business also narrowly missed out on winning ‘Best Craft Show – Crafting Live’, achieving Highly Recommended, and Dan Bancroft achieved Highly Commended recognition in the ‘Male Personality’ category.

In the last year, Create and Craft has been a key contributor to parent company, Ideal Shopping Direct’s growth as it successfully navigated the unique challenges Brexit and Covid presented, from both uncertainty to the container supply crises. The business achieved record sales in 2020 of £150.6 million, an increase of 16.1% year on year, and pre-tax profits of £8.0 million, an improvement of £2.2 million on the previous year.

Under CEO Jamie Martin and COO Martin Purcell’s leadership, strategies were put in place at Create and Craft to help weather the storm, from flexible supply chain agreements, to reducing dependence on private-label brands. A host of new craft supply manufacturers were also added to the product assortment which significantly reduced inventories, while increasing the appeal and variety of the offering for the brand’s loyal customers.

Founded in 2003 by the publishers of Crafts Beautiful and PaperCrafter magazines, the Best of Craft Awards 2021 received thousands of reader nominations and votes, reaching 1.2 million people.

Jamie Martin, CEO of Ideal Shopping Direct, the parent company of Create and Craft, commented:It’s an absolute honour to be recognised once again at these awards, especially as they’re voted for by crafting fans, who the entire Create and Craft team work so hard to please every day. Stephanie’s win is a brilliant achievement; her crafting talent is second to none and she continues to create amazing products that inspire our customers. I would also like to congratulate winners Dawn and Nigel, and of course Dan. With their enthusiasm, expertise and positive outlook, they help our customers hone their craft, while brightening up their days – which is exactly what we’re about at Create and Craft.

“The last year has no doubt been a difficult time for most retailers, but we’ve faced the challenges head on and come out stronger. While changing consumer habits and a craft boom during lockdown have contributed, what’s really driven our success has been our strategic approach. We’ve become more effective and efficient across the business, whilst simultaneously ensuring our products have the right appeal to excite existing customers and attract new ones.

About Create and Craft TV
Create and Craft, part of the Ideal Shopping Direct Group – the No1 direct retailer in craft in the UK – is an award-winning multi-channel craft retailer. Create and Craft broadcasts live on TV and online in the UK and US to more than 70 million homes. It offers paper craft, jewellery, sewing, cake decorating and knitting products. Create and Craft won GOLD in seven categories at the 2016 International Craft Awards including Best TV Shopping Channel for Crafts, Best for Quality, Best for Customer Service, Best Website and Best Online Shop.

YouTube: Create and Craft TV
Instagram: @createandcrafttv
Facebook: @CreateandCraft
Twitter: @CreateandCraftPR


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