Exhibitors reported an excellent 'buzz' at the show, which saw a good attendance with serious global and British buyers placing a high level of orders with over 200 exhibitors showcasing new products and supplies.
ICHF Ltd Managing Director David Bennett said, 'We had some very good feedback from the exhibitors with positive reports about the quality of visitor. Many exhibitors took more orders than last year and made new contacts from buyers and press. The Nordic countries in particular have seen a marked increase in visitors - we have seen growing interest from this area over the last few years and we expect to see this new relationship building with key trade contacts and magazines. Exhibitors see this show as the perfect platform to launch new products which is always a strong draw for retailers and buyers as they get an exclusive chance to see and test what is coming to the market before it hits the shops.'
Craft, Hobby & Stitch International attracted many first time exhibitors this year including Dulcie Jackson, Creative Director and Matthew Mascord, Director from Wild Rose Studio Ltd, Bristol. Dulcie said 'We really can't believe how well it's gone for us - we sold out on the first day and ended up with a five week waiting list! It just goes to show that you really don't need a big stand - even a little one can make a big impact! I would say that the planning and preparation was really important for doing well - the deals we offered, the presentation of the stand and the catalogue. We found it invaluable asking the advice of other people within the industry, to find out exactly what retailers are looking for. We're a new company going for just over a year now. We started off with quite a small range but have expanded massively for the 2010 season with new lines, like 6x6 papers and brads. We're also wholesale only now which makes us more attractive to retailers!' Wild Rose Studio is a UK craft company specialising in beautiful and coordinated products for cardmaking.
Aarti Jethwa from Aarti J's Beads and Trims, specialists in lace trims, acrylic gems, beads, appliqués and accessories in Leicester, set up her business three years ago, selling to consumers at belly dancing shows. Craft, Hobby & Stitch International was Aarti's first ever trade show and a perfect platform to launch into the craft market. Aarti Jethwa, Owner said 'The show has been extremely successful. We hand sew belly dance costumes decorated with coins, beads, trims and appliqués and have a huge supply of materials. We wanted to break into the craft market as our supplies are also perfect for card-making and jewellery. We took many orders and also collaborated with a card supply company to co-promote each others' products and illustrate how to use our trims to make beautiful cards.'
PH Coate & Sons have been growing willow in Somerset since 1819 and now handcraft baskets and sell a new range of 'Discover Willow Basketry Kits'. Amanda Stansfield representative from PH Coate & Sons said, 'It's our first show and we needn't have been nervous as we have had some fantastic interest from independent and wholesale customers, especially for our new willow product kits. Despite our initial apprehensions, as a new sales strategy, we are so pleased we came to the show and will go away with a great number of leads and orders.'
Philip Butler and Jennie Berridge took over Hobby Habit, designers and manufacturers of craft and card-making supplies, from Philip's parents 6 months ago and used the show to promote the new ownership and introduce their new range. Jennie said 'We want to continue to produce the traditional designs of decoupage, die cuts and paper backing which remain popular with our existing customers, but we also have the exclusive right to produce craft products for Hello Kitty, DC Comics and Marvel which will help us attract a younger market as well as our core customers. We had a very good show with the new ranges proving to be extremely popular!'
Paper Cellar launched their Coronation Street craft range at this year's show, which will launch to the market in autumn in association with the programme's 50th Anniversary. Chandni Mehta, Press Officer said 'The new range of card kits, decoupage, patterned paper, and bubble stickers has been extremely well received and we have taken many orders. Last year we launched the Mr. Men range which has sold really well as a direct result of the show.' The Button Company, manufacturers of buttons and suppliers of Ric Rac, consider the show to be the best showcase for launching new products, especially as they are a small company and don't have the opportunity to send many reps out to sell their products. This year they launched a new range of button colours including Winter Wonderland, Wuthering Heights and Wine Gums. A representative from the company said, 'We exhibit at this show as it is so well established and we know it is well rooted into buyers' calendars. By Monday we were up on our orders from last year.'
Exhibitions should be considered as a crucial part of a company's marketing strategy, for driving future sales, networking, gaining exposure to potential buyers, learning more about the market place, showcasing products and launching new items. Knit Pro, an Indian manufacturer of knitting needles, crochet hooks and accessories launched Symfonie Rose, a range of knitting needles for the advanced knitter to be released on the market in March and Spectra Trendz, a multi-coloured range of needles aimed at the younger market. Sharish Jain, Vice President said, 'We are trying to bridge the gap between our customers with something for both the advanced, beginners and youth market. Our company launched in 2008 and we have exhibited at this show for 2 years. It's the only trade show in the UK at which we exhibit and it has played a major part in the awareness we have raised for our company and has helped our business to grow in the UK.'
Penny Cole, Director of Black Hills exhibited for the first time last year and made a lot of contacts with orders that came through after the show and who have re-visited them this year. Penny said 'As a small company we understand the difficulties of placing big orders, therefore we ran a special show offer with £150 worth of stock sale or return for 2 months giving people the option to test the market. We have a retail outlet in Henley-on-Thames where we sell the yarn produced by my husband's cousin in New Zealand and supply other wool and accessories, so we used the show to find suppliers for our shop as well.'
Personal Impressions have grown from stamp manufacturers to suppliers of a wide range of craft materials in the 130 years they have been trading. Kathy Walsh, Sales and Marketing Director noticed a better quality of customer at the show. She said, 'We have taken orders from big mail order catalogues this year including Cox & Cox plus big stores including TK Max and people have placed bigger orders this year. 80% of the stock we bring to the show is brand new which is always appealing to our customers.' Stix 2, suppliers of adhesives, foam pads and other accessories felt there were more international visitors at the show. Ruth and Brian Welch, Owners said 'We met a lot of new customers from Finland, Southern Ireland, Spain and Russia.'
The Bright Sparks Pavilion offers a unique location for new companies and designs with a bright stand fascia, dedicated editorial in the Show Guide and space on the new Product Showcase. Stitch Club took a bigger stand in the area this year to showcase their sewing kits from Learn to Sew to Sewing Machine Skills. Alison McNicol, Owner said 'I took more orders on Sunday than the whole of last year partly due to the pre-show coverage from trade magazines, a special show offer and the larger stand offering more visibility and the chance to display more products. A lot more non-sewing retailers have approached me this year looking to stock my kits.'
Fat Cat Cross Stitch joined the show for the first time with great success. Debbie Wingfield said, 'We had a lot of positive interest, made contacts and received orders plus we have generated new ideas from customer feedback. The show is perfect for market research! I've been trading for 2 years online and it's great to get bulk orders at the show and to start building the brand and publicity. I would recommend the show and the Bright Sparks Pavilion as a first time trader - people know that you're new in the business here.' Debbie designs and produces all of her cross-stitch kits ranging from Easy Peasy to adult with over 140 designs. Having previously worked in child care, her 'bold, bright, fun designs' slogan perfectly sums up her exciting range.
William Weil from EFCO Hobbycraft , Germany, distributor and manufacturer of a wide range of craft products including candlemaking, beading, jewellery making and papercraft, noticed much higher interest in traditional craft techniques and activities. William said, 'People are putting more time to traditional craft activities as opposed to quick crafting fixes, in particular our EfColour products have been really popular. Craft, Hobby & Stitch International remains the best market place for the craft industry.'
Doug Schofield from The Stitching Shed said, 'Without this show we would not have grown our business so successfully since we first exhibited 4 years ago. This year we have seen significant show orders, particularly from the Irish market, which will help us achieve our aim of expanding further into Europe.' The Stitching Shed design and manufacture cross-stitch and needlepoint kits.
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