Sara Davies is boosting her investment in Crafter's Companion following Maven Capital Partners' acquisition of a majority shareholding. Davies founded the crafting supplies company 20 years ago, growing it to a value of over £25 million. After temporary administration, the business returned to profitability under her leadership in May. She is stepping down as CEO, passing day-to-day operations to Diane Sharp. The company plans to open a US warehouse soon as part of its strategic expansion and refocus on its original customer base and product development.
"Our customers are generally older, retired ladies with time and disposable income. We don't compete on price; we deliver exceptional products at the higher end of the market. The strategy pivot went after a much broader audience, and in my eyes, we had no right to win there."
Crafter's Companion returned to profitability in May under Davies's renewed leadership, marking a significant recovery after entering administration and being sold.
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