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Coats is the largest needlecraft business in the world, with an annual turnover of $1.6 billion. They have a 40% market share of global industrial threads by volume, and operate in 67 countries (just four less than Coca-Cola).
Coats will consolidate their 30 core craft brands under one online umbrella brand - Coatscraft.co.uk. Utilising the skills of FuturePlus, the new website will communicate their products and services to the consumer directly for the first time.
This partnership will also draw on the expertise and skills of Future, the UK's market-leading craft publisher, the publishers of sector leading titles, Papercraft Inspirations, Scrapbook Inspirations, Simply Knitting and CrossStitcher.
FuturePlus launched www.coatscrafts.co.uk at the Knitting and Stitching Show at Alexandra Palace on 8th October, and brings editorial content and direction to the major online project, as well as redesigned web pages and monthly content updates. In a bid to create online communities and user creativity, the Coatscraft.co.uk website will feature free patterns, news stories and designer profiles. The new website will initially focus on the UK and will then roll out globally with territory specific enhancements.
The website is edited by Ali Binns, an experienced craft magazine editor and writer. Ali previously edited Future's CrossStitcher magazine, and worked as a writer and freelance commissioning editor on various titles, including PaperCraft Inspirations, CrossStitch Collection and Simply Knitting. Ali has also taught jewellery making classes, and is an avid knitter.
Jayne Caple, Director of FuturePlus UK, said:
"We are thrilled to be working with Coats on this exciting new online project, as their strategy fits perfectly into what we stand for across FuturePlus and Future's market-leading craft portfolio. Both Future and Coats businesses are inextricably linked given their combined audiences of communities of people brought together by a passion and a hobby.
"There lies a real opportunity for both companies to benefit hugely from this and I would say this is partnership publishing at its best. We are looking forward to developing a long-term partnership with Coats, and combining our knowledge of the craft market to create the best product."
Colin Chawner, Commercial Director of Coats Crafts UK, added:
"We are very excited to be refreshing the format of our websites and to invest more in promoting our wealth of well loved projects. Although this is a learning curve for all involved we are enthusiastic about the results thus far."