33 COMPANY PROFILE WHITECROFT ESSENTIALS (LYDNEY) LTD +44 (0)1594 546 464 sales@nurge.net https://whitecroft.co.uk They’re highly popular because they maintain tight fabric tension without leaving permanent hoop marks. Thirdly, Nurge Multi-Adjustable Table and Seat Stands (Model N190-14) are great for premium craft stockists, these beechwood articulated stands are a massive seller. They feature joints that allow crafters to sit on the base board while positioning their hoop at the perfect height and angle for hands-free stitching. The latest addition to the range is the Nurge Snap Frames. These are lightweight, square or rectangular needlework tools used to hold fabric taut for cross-stitch, embroidery, tapestry, punch needle, and needlepoint projects. They serve as a modular, ergonomic alternative to traditional round hoops, reducing hand fatigue by offering a thicker, more stable gripping area. Rather than using traditional wood-stretching screws, these consist of four smooth PVC pipes that easily slot together. Crafters pull the colourful side-clips off, lay fabric across the frame, and ‘snap’ the clips back down. Fabric tension is perfectly tuned just by giving the clips a quick outward roll. Hobby & crafts have boomed in recent years! Have you noticed any new trends? We’ve adapted to several shifting dynamics across the craft and stationery sectors. By observing changes in consumer habits, the economic landscape, and the surging popularity of specific hobbies, Whitecroft has leaned into several key industry trends: The modern craft market has shifted away from traditional, complex dressmaking toward faster, rhythmic, and meditative textile arts like needle punching, modern cross-stitch, and embroidery. What sets you apart from your competitors? With tightening consumer budgets impacting high-street independent haberdashers, retailers are hesitant to buy massive wholesale quantities of slower-moving goods. They need to protect cash flow while maintaining variety so allowing them to stock a wide assortment of products affordably without buying in bulk - we can look at supplying in smaller pack sizes. What are you looking forward to most over the next year? There are lots of new products in the pipeline for Nurge with new stands and interchangeable stand heads giving customers the flexibility to buy one stand with a range of accessories. How can stockists get in touch with Whitecroft Essentials? Ordering Nurge products depends entirely on whether you’re a trade retailer or a member of the public, as Whitecroft Essentials operates exclusively on a business-to-business (B2B) model. Because Whitecroft Essentials handles large-volume supply, independent shops, haberdashers, and kit makers can buy wholesale through two main channels: via the online Faire Marketplace; or independent shops can order stock directly by visiting Nurge on Faire. You can contact the dedicated distribution facility directly via email at sales@nurge.net or call +44 (0)1594 546 464 to establish an official trade account. What new products can we expect from you in the future? Watch this space.
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