Liberty Doubles Fabric Department Size

Liberty has more than doubled the size of its fabrics department, a move that follows an 11% increase in fabric sales during the last year. The expanded area now measures 4,630 sq ft, representing a 140% increase in space. This development is in anticipation of increased interest in sewing and crafting activities.

Responding to a Crafting Resurgence

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The growth in fabric sales and the department's expansion are linked to a broader rise in craft participation across the UK. Recent research indicates that craft engagement has climbed from 15% to 20% of all adults within a few years. Approximately one-fifth of all Britons currently engage in sewing, with this figure rising to 30% among women. This trend is partly fuelled by the popularity of social media platforms like TikTok and Instagram, which feature numerous demonstration videos, as well as television programmes focused on crafting.

Enhanced Customer Experience and Offerings

Lydia King, Liberty’s retail managing director, stated that the store intends to "celebrate and elevate the customer experience" by expanding its offerings. This autumn, Liberty plans to host crafting workshops in its enlarged haberdashery area. The new fabric department is staffed by 17 specialists who can assist customers with their projects. The store's famous Tana Lawn range has also been extended to include new materials such as georgette and sequin-adorned versions.

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“As our lives become increasingly digital, we’re seeing customers simultaneously reconnect with the joy of making – seeking out craftsmanship, creativity and the opportunity to create something that’s entirely their own.”

Lydia King, Liberty’s retail managing director

King further commented that fabric is a high-density sales area for the store, with demand growing for both classic and new fabric designs. She noted that in an increasingly digital world, customers are seeking to reconnect with the satisfaction of creating tangible items, viewing handmade objects as a modern form of luxury due to their originality.

Market Context

This renewed interest in sewing and crafting is providing a boost to Liberty, which was founded in 1875. The company is experiencing strong sales even as competitors like Harvey Nichols face sale processes and House of Fraser continues to close stores. Online marketplaces and craft events are also providing new avenues for handmade items, and the trend towards purchasing second-hand clothing, which often requires alteration, is further encouraging the acquisition of sewing skills.