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Hobbycraft launches second exclusive Joules range

Heather Robbins, trading director, said the lifestyle and heritage of Joules is ‘perfect’ for its ‘passionate crafters’, and the retailer looks forward to seeing the personalised creations

Hobbycraft has announced the launch of its second exclusive fabric collection with lifestyle brand Joules.

The new range will include Christmas fabric designs, festive panels, as well as sewing accessories in some of Joules most recognisable heritage patterns.

It revealed the new fabric designs are available in a “variety of formats”, including fat quarters and cotton fabric rolls, offering customers an “exciting opportunity” to craft their own projects.

In addition, the brand said A Christmas Tale, Foraged Floral, 12 Days of Christmas and Star motifs are set to be in the new collection for Hobbycraft customers.

Joules’ pattern, ‘cambridge floral’ has also been featured across a range of sewing kits, including a mini sewing travel case, make-do and mend sewing essentials tin and premium scissor set and sewing box.

According to the retailer, the ‘make-do and mend’ trend has been on the rise as consumers have become more “environmentally conscious” and look to upcycle, recycle and reuse rather than throw away.

Heather Robbins, trading director at Hobbycraft, said: “We have seen a resurgence in the popularity of crafting, in particular sewing projects, and we are very excited to continue in our exclusive partnership with Joules to offer their iconic designs to our customers in the lead up to Christmas.

Josie Will, licensing manager at Joules, added: “We are delighted to be continuing our
partnership with A2V and Hobbycraft and have loved dreaming up this beautiful Christmas collection. We are on a mission to brighten our customer’s homes with our colourful stocking and advent calendar kits that match back perfectly with the Joules festive range.”

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