Craft Focus - Jun/Jul (Issue 67)

Tell us a little about the history of Creative Products Distribution. After 15 years in the industry and having worked in almost every area of the business, I realised I had a passion for crafts – I felt I could contribute in a positive way to the trade. With a lot of encouragement and the fact I already knew most of the key players and products, I decided to launch Creative Products Distribution in February 2010. Having completed my studies with the Open University Business School while I worked at Impex, I knew I had the practical skills as well as the academic tools to understand the challenges that lay ahead. How did you come to work in the craft industry? I was working at John Lewis on the management training programme and enjoying my job. However, my then father-in- law made a very convincing argument that I should move and so my path was set in crafts. I subsequently found an industry that I love, with some great people in it. I even get to travel the world at the same time. Talk us through your key product ranges. We distribute the Beacon Adhesives range of glue, which is sold in many of the leading craft outlets in the USA. These high quality products offer retailers a varied choice, and also represent a profitable link-sale. Glue is an essential part of most craft retailers’ assortment, and Beacon’s adhesives dry fast and clear. There’s a dedicated product for each medium, which is where the strength of the range shines through. One great example is our 3-in-1 Advanced Craft glue. It dries crystal clear, has a fast grab and won’t bleed through. If it’s fabrics you’re into, you must also ask about Fabri-Tac!, which dries quickly, and is clear and flexible. At CHSI Stitches this year we started to distribute the TOGA range from France, a wide assortment that is stylish and very different. One hot-selling item was the company’s iron- on glitter sheets, which are available in bright, vibrant colours. We also launched a collection of 3D card toppers with more than 105 designs, and our Modular Origami kits continue to be popular - we now stock the papers as hanging retail packs in various colours. Is it important that you can supply the demand for latest trends? Time to market is one of our core strengths. As a relatively small company, we are able to move quickly when the opportunity arises. Our Hero Heater product is one recent example. This small-space plugin heater is ideal for craft and workrooms, student rooms or garages. Too often, we sit in a cold workspace because we don’t want to heat the entire house, and with a low running cost of 6p per hour, this is an affordable alternative. Are you constantly seeking new brands and products to distribute? We are always on the lookout for new and innovative products. One of my aims with my company was not to sell ‘me-too’ products, but to inspire creativity and be profitable for the retailer. Who are your typical customers? Originally, we focused on brick and mortar We caught up with Mark Wilson to find out what’s new at Creative Products Distribution this summer A passion for crafts 50 craft focus