36 Let’s go Dutch! Ichelle Rustad Hauger, marketing manager at Hardicraft talks to Craft Focus about their innovative kits, all designed, assembled and produced in The Netherlands Tell us a little bit about the company. Where are you based? When did the company start? A typically Dutch brand, Hardicraft designs and produces complete do-ityourself kits. Our focus is on DIY crochet and knitting kits. We stand for high-quality products of Dutch origin. Our kits are designed, assembled and produced in The Netherlands. We work closely with a selection of the best Dutch designers, and with them we regularly launch surprising new kits and products. Our company has deep roots in the Twente textile industry. By combining knowledge and experience with innovation and creativity, we are able to put surprising and high-quality products onto the market. In addition to quality and creativity, corporate social responsibility is an important spearhead for Hardicraft. We try to reflect this in all facets of our company, from product development to working with organisations to promote labour participation. Hardicraft facilitates workplaces for people with a distance to the labour market. Under the guidance of an in-house job coach, people can take the first steps towards labour participation with us. Who founded the company and why? Hardicraft was founded by Marijke Boone, whose passion for crochet and entrepreneurship sparked the idea for a simple crochet kit. What began as a love for creativity and craftsmanship quickly grew into a clear vision: making highquality, ready-to-sell kits accessible for shops everywhere. With dedication, innovation, and a strong sense of design, Marijke has transformed this idea into a thriving company that now sells its products worldwide. Her entrepreneurial spirit and passion for the craft remain at the heart of Hardicraft, driving the brand forward every day. How has the company evolved? Thanks to the combination of craftsmanship, creativity, responsibility, and innovation, Hardicraft has successfully expanded into the international wholesale market through platforms such as Faire, where its reliable service, fast delivery, and consistent quality have made it a trusted brand for retailers worldwide. Hardicraft has evolved from a locally rooted textile company into an internationally recognised, socially responsible, and innovative brand — proud of its Dutch heritage while constantly looking forward. What do you specialise in? Hardicraft designs and produces complete do-it-yourself kits. Our focus is on DIY crochet and knitting kits. Talk us through the current products you’re particularly excited about. Do you have a favourite? We love all of our products, of course, but we always strive to stay innovative. Recently, we launched a delightful
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