Missouri Star Quilt Company to Acquire LoveCrafts

In news I first saw reported by the Craft Industry Alliance, Hamilton, Missouri, based Missouri Star Quilt Company is in the process of acquiring British yarn craft company LoveCrafts.

Update: On 10/8 WEBS sent out an email with news of the deal, saying that nothing will change in users’ experience of WEBS online or in person. “We want to assure you that our commitment to providing you with the best experience remains the same, whether shopping online or in our retail store in Northampton, MA,” the statement said. “You’ll still be able to get the WEBS Discount, we’ll still have closeouts, and we’ll be working on bringing your favorite yarns back in stock!”

That bit about getting yarns back in stock may be a reference to complaints from some visitors that quality and stock have gone down since the company was purchased by LoveCrafts.

SkyNews reported that the deal could be done early this week, and is valued at millions of pounds. LoveCrafts is backed by several UK technology funds and saw its sales skyrocket during the pandemic, but it has been looking for a buyer this year because of declining sales.

Missouri Star Quilt Company might not be a name a lot of knitters and crocheters know, but it’s a destination shop for quilters. Founded in 2008 as a small, local fabric store, it has grown into the home of the biggest quilting channel on YouTube, with free tutorials published weekly. Hamilton is now known as Quilt Town USA, and is home to nearly 20 themed craft shops under the Missouri Star Quilt Company banner, including shops dedicated to florals, batiks, men’s fabrics and accessories, to name just a few.

One of the shops is a knitting and crochet shop, so this acquisition is sure to enhance their selection and their e-commerce footprint in yarn (right now it doesn’t look to me like it’s possible to buy yarn on their website).

LoveCrafts, on the other hand, is probably a company you’ve heard of. It was founded in 2012 as LoveKnitting, which branched out into LoveCrochet in 2015, but the two were brought under the same roof in 2019 with the launch of LoveCrafts. In 2021 they bought WEBS, one of the largest brick and mortar yarn stores in the United States, which also has a substantial online presence. WEBS has its own yarn line, Valley Yarns, and had also previously acquired Tahki Stacy Charles.

The Craft Industry Alliance reported that Edward Griffith, one of the founders of LoveCrafts, said the companies share a common mission and vision around the importance of crafting and community. They further reported that Jeff Martin, CEO of Missouri Star’s parent company, said the acquisition not only helps them to expand their product offerings but also to bring together passionate communities of makers.

[Photo via Missouri Star Quilt Company]

When I was looking around for free knitting patterns to share recently, I came across this fun leopard print wrap from Yarnspirations.

This fun bulky wrap gives you tons of practice with instarsia and makes a bold statement while keeping you warm. It’s rated for intermediate knitters and the design is charted but pretty easy to follow. And it’s only 50 rows and worked in bulky yarn, so it wouldn’t even take that long to knit. (You can grab the free pattern from Yarnspirations.)

So what’s the problem? The yarn that the pattern calls for has been discontinued, and it’s not a yarn that a substitute for immediately springs to mind.

The original yarn was Patons Alpaca Blend, a single ply bulky yarn that was a combination of acrylic, superwash wool, nylon and alpaca.

My first thought was Lion Brand Hue + Me, which is an acrylic and wool blend, with two plies instead of a single. It looks like it has the colors you would need to make this fun shawl.

But as I was thinking about it, I thought this would be a good opportunity to introduce you to YarnSub if you don’t already know about it. This website is a giant database of yarn that can consider the qualities of the yarn you want to substitute and offer potential substitutions.

It’s not only thinking about yarn weight, like I was, but also fiber content, number of plies, gauge and even the difference in yardage between one ball and another. It even looks at the price and can be filtered by your price range or preferences about fiber content (if, say, you’re sensitive or allergic to wool, for example, or don’t want to you acrylic).

When I plugged in Alpaca Blend, it gave me a lot of different options, though many of them were self-striping or multicolored, which wouldn’t work for this project, and I don’t see a way to filter for solid colors only.

Still, it’s a good tool to give you some ideas you might not know about or might have forgotten about, and it tells you how the new yarn is similar to the old one and how it differs, allowing you to make smarter choices when substituting yarns.

[Photo: Yarnspirations]

Comments

Have you read?