Craft Buddy goes international

Raft of overseas distribution deals takes the innovative arts and crafts company’s best-selling lines from the Nordics to the US and Australia

Written by Rhys Thomas

Posted 26.03.2019 | Products

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UK-based arts and crafts specialist Craft Buddy is going international, with a raft of new distribution partnerships taking the brand to the Nordics, US and beyond.

HobbyToys Scandinavia AB has been appointed by the company to further develop success across the Scandinavian market. Craft Buddy co-founder Gary Wadhwani handpicked the Nordic company due to the team’s wide account base and understanding of both the craft and hobby and toys markets.

“We’re off to a booming start with Craft Buddy products,” says Björn Öström, CEO and co-founder of HobbyToys Scandinavia AB. “The Crystal Art concept is really appealing as a unique product format, and sits perfectly in our portfolio, offering up new opportunities for retail growth. The team at Craft Buddy are working closely with us and offering unrivalled support and customer service to ensure best results for all.”

Craft Buddy has also wrapped up distribution deals in the USA, Australia, Romania and Israel, and remain in talks with companies in several other countries globally.

The new international distribution deals come on the back of a successful season of exhibits. A leading player in the craft industry, Craft Buddy kicked the year off attending CreativeWorld in Frankfurt and Craft Hobby and Stitch in Birmingham, but it was Spring Fair and Nuremberg Toy Fair where Craft Buddy displayed its robust portfolio to the toy and gift trades for the first time with real interest.

Gary Wadhwani says: “In the last 12 months we have grown our retail estate exponentially into a variety of multiple and specialist toy retailers, garden centres and gifts stores due to insatiable consumer demand for our unique formats.

“Our Crystal Art collections have an enduring and universal appeal, which is facilitating our growth into new markets and distribution channels. Last month we launched exclusively on TV Channel - Create and Craft and consumer demand for our products have been off the scale, so it is really rewarding to see our distributors looking to replicate our proven success in other markets.”

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