The crafts and hobby retailer reported that total revenues lifted by 6.3% over the six weeks to December 28
Hobbycraft was acquired by Modella Capital in 2024(Image: PA Archive/PA Images)
Craft retailer Hobbycraft said a surge in enthusiasm for crochet and knitting contributed to robust sales in the lead-up to Christmas. The high street chain also noted heightened demand for festive decorations and DIY advent calendars as it celebrated “strong trading”.
The crafts and hobby specialist, which was acquired by Modella Capital in 2024, announced that total revenues increased by 6.3% during the six weeks to December 28, compared with the same period the previous year. Online sales rose by 13.8%, driven by strong performance in its core crafting and hobby product ranges.
Hobbycraft credited the “Tom Daley effect” for driving sales of knitting, crochet and needlepoint items, as numerous beginners embraced the pastime. Haberdashery products saw a 14.4% year-on-year increase, whilst knitting yarn sales climbed 12.8% higher.
The retailer also witnessed a spike in sewing machine sales, suggesting more consumers were purchasing them as Christmas presents amid the popularity of programmes such as The Great British Sewing Bee. The company is based in Christchurch, Dorset, while its distribution hub and online base are in Burton upon Trent.
Alex Willson, chief executive at Hobbycraft, said: “We’re pleased to see strong trading numbers for the six weeks to Christmas, which is testament to our fantastic colleagues across our stores, HQ and distribution centre.
“In terms of key highlights, we were buoyed by strong online sales while still seeing promising results across our store portfolio, too.
“As we head into 2026 with total sales up 6.3% year on year, we’re hopeful that by catering for our core craft fans, alongside our newer cohort of hobbyist customers, we will continue to see growth into 2026.”
In the previous year, the company announced plans to shut down nine stores, a decision affecting 126 employees.
