Hobbycraft, which has 90 stores in the UK, four of which opened in 2017, saw revenue rise by 6.4% to £168.5 million. Its bricks-and-mortar business grew by 2.3%, while its online operations climbed by more than 20%. This figure accounts for nearly 10% of total sales.
Private equity firm Bridgepoint Capital acquired Hobbycraft in 2010, which can now claim to be the UK’s number-one specialist art and crafts retailer.
Success has come from expanding beyond traditional store retail practices. Its club scheme boasts three million members, allowing the brand to draw customers in store with hands-on workshops and demonstrations. Hobbycraft has said this approach has turned its branches into “social centres for craft”.
It uses this same social attitude on its website, encouraging customers to upload their own content, including photos and video.
Dominic Jordan, chief executive of Hobbycraft said: “We are very pleased with our financial and operational performance during the year.
“Looking ahead, we will continue to invest in multi-channel expansion whilst continuing to improve our overall customer proposition and experience.”