Catriona Marshall, HobbyCraft

Core Sponsor
Sponsors
Catriona Marshall
CEO, HobbyCraft Group Ltd
Catriona Marshall
Hobbycraft Property Team
James Yates
Grant Imlah
Mark Phelps
Hobbycraft Today
Arts and Crafts Retailer
Unique Retail Proposition
Biggest Choice in the Market
New Concept Store
Stores that Inspire Craft
Designed for mums and kids
New layout, lower fixtures and
signage to make shopping easy
Themed windows, display tables
feature ends with finished craft to
inspire
Area for demonstrations and
classes
Hero departments of PaperCraft,
Celebrations, Jewellery and
Knitting
Hobbycraft Today
Bridgepoint PE Buyout of Hobbycraft in 2010
Bridgepoint successful growth model for Pets
at Home
Fat Face and Pret a Manger in Bridgepoint
portfolio
Hobbycraft Today
53 Stores
£95m sales YE Feb 2011 (+13% growth)
£14.4m EBITDA (+18% growth)
Store Growth
1995 – 1st Hobbycraft in Bournemouth (1)
1996 – 3 new openings (4)
1997 to 1999 – 12 new openings (16)
2000 to 2004 – 3 new openings (19)
2005 to 2007 – 15 new openings (34)
2008 to 2010 – 17 new openings (51)
2011 – New Hobbycraft Arrives
Aylesbury and Orpington open
Leeds and Northampton Refurbished
8 further stores opening this year (61)
Location Strategy
Garden Centres
Destination
Larger Cities/Towns - >200k population
Edge of Town Centre
Retail Park
Rural Towns with larger catchments
The Best Retail Parks in the Best Towns and Cities
Our Growth Plan
Phase 5
‘Craftastic’
Phase 4
New Markets
Phase 3
Phase 2
Leading
Authority
New
Hobbycraft
Phase 1
LoveCraft
Jumpstart
Good
Mar to Sep 2011
Oct 2011
2011
2012
2013
Knowing and delighting our customers
Our current focus
Emma the mum
Jean the crafter
Sam the artist
Our future target customers
Amy the teenager
Kate the entrepreneur crafter
Miss Thompson the teacher
Emma the mum
Jean the crafter
Sam jnr the artist
Sam snr the artist
Amy the teenager
Kate the entrepreneur crafter
Miss Thompson the teacher
Customer Experience Driving Sales
An Engaging
Brand
Stores that
inspire craft
No 1. for
Product
Customer
Experience
Driving Sales
Colleagues
who add
value
Neutral
Value
Perception
Always
Something
New
Craft With Us
Leading Authority in Craft
TV
Selling
Local
Outreach
Managers
Social
Media
Database
Magazine
Craft With Us
PR
Craft
Areas
Web
Helpful
Experts
Product
Inspiration
Investing to Create Value
51 to 100 in
3 years
People
Investing
to Create
Value
DC
New DC in
2012
Systems
End to end
renewal
2012
New
Stores
Internet
Refurb
Programme
What have we got to offer?
Category Killer
Positive organic growth
Aggressive expansion plan
High destination factor
Widening appeal
“No nonsense” internal processes
What are we looking for?
50 new sites
High Emma appeal (Jean important too)
11.5k gross space (ideal 7.5k rental)
Glass Frontage “attractive stores”
Locations
Altrincham
Ashford
Barnsley
Barnstaple
Bedford
Birmingham (South West)
Blackburn
Blackpool
Brighton/Hove
Bristol (South)
Burton Upon Trent
Bury St Edmunds
Camberley/Farnborough
Carlisle
Chesterfield
Colchester
Darlington
Derby
Doncaster
Dudley
Durham
East Kilbride
Eastbourne
Enfield/Edmonton
Exeter
Falkirk
Glasgow (West)
Grimsby
Guildford
Harrogate
Hereford
Huddersfield
Inverness
Ipswich
Kidderminster
King’s Lynn
Lancaster
Leamington Spa
Leeds (North)
Leicester
Lincoln
Liverpool (North)
Liverpool (South)
Llandudno
Luton
Manchester (NE)
Manchester (West)
Mansfield
New Malden/Wimbledon
Newbury
Newcastle (North)
Plymouth
Redditch
Salisbury
Scarborough
Scunthorpe
Shrewsbury
Slough/Maidenhead
Southend on Sea
Southport
Stoke on Trent
Taunton
Telford
Torquay
Truro
Wakefield
Wigan
Wirral
Worcester
Wrexham
Yeovil
York
Come and
visit us!