Wilton Brands, one of the leading suppliers of crafts products in the United States, is expanding its impressive portfolio of brands with the acquisition of Simplicity Creative Group one of the leading suppliers in the craft, sewing, knitting and home decorating categories.
Wilton Brands' Jerry W. Levin, Chairman and CEO, comments, “Simplicity Creative Group is a great fit for Wilton Brands. The acquisition extends and complements our product portfolio and further positions Wilton Brands as one of the top sources for consumers looking for diverse, best-in-class crafting products.” Simplicity Creative Group's well-known brands including
Simplicity®, British Trimmings®, EZ Quilting and Boye® will join Wilton's portfolio of brands that include Wilton®, the #1 brand in cake decoration and Dimensions® and Martha Stewart Crafts™ amongst many others in the EK Success portfolio of paper and jewellery crafting brands.
“The acquisition adds leading brands in the growing sewing category to our diverse portfolio,” said Bruce MacDougall, President and Chief Operating Officer of Wilton Brands.
In addition to positioning the company for continued growth in the US, the acquisition will accelerate Wilton Brands' growth in international markets including Europe and Australia where Simplicity Creative Group have established offices. “We are all delighted with the news. Wilton Brands is a very large, forward thinking company with huge experience in papercrafts and cake-making supplies. Acquiring Simplicity Creative Group will provide us with the secure backing from a leading and well established company with fantastic resources and knowledge of the global craft market. Both companies will be able to benefit from the union, which in turn will be very beneficial for all our customers,” said Jackie Braid, Customer Service Director for Simplicity Creative Group.“
Posted: 20 February 2013
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