Pandemic fails to unravel craft company’s expansion

A crafty Barnsley business has emerged stronger from the early stages of the pandemic, thanks to soaring sales and a new business model.

Wool Couture, brainchild of chunky knitting entrepreneur Claire Gelder, has seen online sales grow by 300% during lockdown as more people have turned to needlecraft as a stay at home hobby.

The company, which sells knitting, crochet, weaving and macrame craft kits, yarn and tools to customers in 42 countries, went into the pandemic with an annual turnover of £1m.

It now expects this turnover to grow three or even four-fold in 2020. The business has recruited nine new staff to keep on top of the surge in demand.

This outcome contrasts with the first few weeks of the virus outbreak when Gelder’s supply chains froze. Wool manufacturers closed and knitting needle makers switched to making masks.

Trade fairs were cancelled and Wool Couture’s Brierley-based shop was shut.

Gelder said: “The initial shock of Covid hit us hard like everyone and I think I lay on the settee for three weeks wondering what on earth I was going to do.

“But on our return to work after that initial shut down, we made the place Covid-safe and found we had an unprecedented number of orders waiting for us and more pouring in.

“We had to work very quickly to change our business model and ensure we could deliver high quality products safely to thousands of new and existing customers.”

She shut down Wool Couture’s retail shop and gave more space to a streamlined ‘pick, pack and ship’ operation – doubling the workforce in this area.

The firm’s catalogue has been narrowed to ensure it only features products it can quickly get out of the door to customers.

The business has also outsourced functions such as marketing and manufacture to ensure its team can focus on customer service and logistics.

Gelder said: “We’ve basically changed our little craft company into a huge 100% online seller and modified our product range to ensure we can still deliver on quality and creativity.

“It’s been a whirlwind experience, but we are now in our stride and have a business model fit for purpose.”

Gelder’s second book, featuring animals to knit using chunky yarn,, ‘Robyn the Octopus and Friends’, was published in September. Its sales are contributing another source of income to the business.

She said: “I wrote Robyn’s book in ‘normal’ times and it has come to market just when people are reaching out for some calm and solace through knitting and the mindfulness it can bring.”

Gelder appeared on BBC’s Dragons’ Den in 2017 and gained investment and support for Wool Couture from dragons Tej Lalvani and Touker Suleyman, who have guided and encouraged her to re-invent the business in response to Covid-19.

Councillor Tim Cheetham, cabinet spokesman for regeneration and culture, said: “It’s been a torrid year for business and it’s great of Claire to share her experience of working through the pandemic and coming out of it stronger.

“Wool Couture is a fantastic Barnsley business and we wish the team all the best for 2021.”

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