Ideal Shopping Direct completes second acquisition this year, adding another strand to its craft offering

Ideal Shopping Direct (“Ideal”) has acquired Deramores, the UK’s leading online retailer of knitting supplies. This is the second acquisition Ideal has completed this year; in February the company bought Createtoday.com. Both acquisitions support its strategy of developing or acquiring niche hobby e-commerce businesses to increase multi-channel reach and synergy with its TV channels.

“Deramores will help us extend our reach in the craft market by offering customers a comprehensive knitting offer.” said Mike Hancox, Chief Executive of Ideal Shopping Direct. “Deramores is the latest addition to our growing stable of pure play e-commerce brands and another example of our commitment both to growing online, which now accounts for over 50% of group sales, and to the craft market, where our campaign to “Get Britain Crafting” goes from strength to strength. We will continue to invest in the growth of Deramores as a standalone e-commerce business with an international customer base”

Deramores is the UK’s leading online retailer of knitting yarn, patterns, accessories, books, buttons and needles. Founded in 2010, the business has grown rapidly by meeting the needs of knitters across the UK and around the world.

Deramores co- founder and Managing Director, Steve Hollis says: “We’re delighted to be joining a group of Ideal Shopping Direct’s calibre, whose vision and commitment to excellence in e-commerce mirrors our own. The team and I look forward to the continued growth of Deramores under Ideal Shopping Direct’s ownership and the exciting opportunities that it brings for both brands.”