Chains bullish on HIA intros; western and glitzy spur fabric arts; large put-ups build yarn sales - Hobby Industries of America trade show, Dallas, Texas

Discount Store News, March 15, 1993

Western and Glitz Spur Fabric Arts; Large Put-Ups Build Yarn Sales

DALLAS - The general design themes at the Hobby Industries of America (HIA) show held here are already making their way onto retail shelves. Projects featuring Southwest and Western, gilt and bejeweled, and earthy and whimsical were abundant.

Already endcapped at Dallas-area craft outlets such as Wal-Mart and regional craft chain, Amber's, was the new coupling of Tulip Colorpoint paints with needlework supplier, Bucilla, for fabric painted hand towels, table runners and other home decor items.

Glenn Nicholson, vice president with Bucilla, Hazleton, Pa., said the company already had "a lot of business from Colorpoint."

Tulip also debuted its Treasures Design Center at the show, which couples faceted and cabachon stones with glitter and paint.

Plaid's extension of its Liquid Beads program also included foil and gem-look accents. According to John McDonald, senior vice president with Plaid, "Nobody has turned us down," [about adding the new program] and, he advised, "Phase three is coming, possibly as early as the ACCI show," (Association of Crafts and Creative Industries, held in Chicago in July.)

Ron Craft, president of the Dallas-based Amber's chain said he thought the expanded Liquid Beacr products "were the best new items at the show."

Jack Bush, president of Michaels, said the chain offers both the Colorpoint and Liquid Beads programs and is doing well with both. Miniatures and floral were among some of the other categories pegged for greater emphasis at Michaels this year.

"We're looking to take a business that was up for grabs and give it some direction. We plan to rearrange the minatures category so we will be showing fully accessorized room settings in the middle of the display area." In the floral area, Bush said the chain plans to give it greater presence "so it can be seen as soon as you come in the store."

Craft applications for yarn were also said to be showing steady growth. John Popple, president of Leewards Creative Crafts, said that the Craft Yarn Council has "absolutely been successful" in promoting sales of yarn for creating nonknit, non-crochet projects. "We've always had a strong presence in yarn with suppliers like Caron, Lion and National."

Jeff Anderson, president of Caron International and chairman of the Craft Yarn Council, reported on the growth areas in the yarn category during the council's breakfast meeting at HIA. Purchases of yarn by working women rose from 41% to 46% from 1991 to 1992, and preference for large put-ups was also increasing.

The focus in '93 is on developing the knitting and crocheting customer base through education of first-time participants and by attracting "returnees" through advertising. At the same time, the council plans "to continue to capitalize on the expansive growth of the craft market," through craft applications for yarn, Anderson said.

At Caron, for instance, yarns sales were flat, but in the Wonder Art line, including craft yarn kits and latch hook, 1992 had double-digit percentage sales growth, according to Steve Sawlsville, director of merchandising. Among the more successful designs in latch hook are those with a Southwest flavor, he noted.

Bernie Kelley, vice president, sales and merchanaising with Wang's International, said Western is "real hot," and was showcasing a broad assortment of Western accents at the show. The significant overlap between the garden and craft consumer is expected to make projects that combine the two activities strong sellers. The success of sunflower, grape and watermellon patterns are part of this connection, Kelley suggested.