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Product Safety - Craft & Hobby Association

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CHA<br />

member profile<br />

Volume Vendors<br />

Canada’s Multi<strong>Craft</strong> Imports provides<br />

discount arts and crafts supplies in bulk<br />

BY NICK FORTUNA<br />

If you’re among the retail<br />

businesses looking for ways to<br />

maximize their open-to-buy<br />

budgets, then you will surely<br />

appreciate the business model of<br />

Multi<strong>Craft</strong> Imports. The Canadian<br />

company, which opened its doors<br />

in November 2005 with two<br />

warehouses in Ottawa, specializes<br />

in providing budget-conscious<br />

customers with discount arts and<br />

crafts supplies and is able to make<br />

a profit by selling its goods in large<br />

quantities to distributors.<br />

Multi<strong>Craft</strong>’s products, most<br />

of which are made in China, are<br />

featured at discount stores across<br />

Canada such as Giant Tiger and Wal-<br />

Mart, in addition to dollar stores,<br />

making it Canada’s largest supplier of<br />

mass market arts and crafts goods.<br />

Director of Sales Chris Blake<br />

is quick to attribute much of his<br />

company’s success to the <strong>Craft</strong> &<br />

<strong>Hobby</strong> <strong>Association</strong>’s annual Winter<br />

Convention & Trade Show, where<br />

Multi<strong>Craft</strong> has displayed its products<br />

for three years running. The event’s<br />

ability to draw arts and crafts<br />

enthusiasts from many countries has<br />

enabled the company within the past<br />

year to expand its sales territory<br />

across the globe. Multi<strong>Craft</strong> currently<br />

sells products in Australia, Italy,<br />

Germany, France and all across North<br />

America and Latin America.<br />

“As a small Canadian company<br />

with about 75 employees, we consider<br />

CHA to be a great asset for us and<br />

a mechanism to open a lot of doors,<br />

especially with the Winter Show,<br />

which is very international,” Blake said.<br />

“Without CHA, we would not have<br />

“Without CHA, we would not have had the same level of growth<br />

in the international markets. At the last show, I was amazed at<br />

how many Australians were in our booth. How else would we ever<br />

get those customers”<br />

–Chris Blake, director of sales, Multi<strong>Craft</strong><br />

had the same level of growth in the<br />

international markets. At the last show,<br />

I was amazed at how many Australians<br />

were in our booth. How else would we<br />

ever get those customers”<br />

Blake said trade shows have<br />

proven invaluable to the company,<br />

largely because Multi<strong>Craft</strong>’s<br />

focus on selling large volumes<br />

of inexpensive goods gives it an<br />

advantage over its higher-priced<br />

competitors. “The industry has<br />

made its money on people with lots<br />

of disposable income, but look at<br />

Portfolio FALL 2008 13

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