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northern charmYorkshire-based haberdasherers Knit & Stitch is bucking the retail trendand expanding its offering by opening a third outlet, we speak to ownerKathleen Knight about how the business has gone from strength to strength…Independent wool and haberdashery retailer,Knit & Stitch has just opened its doors in Yorkcity centre adding to its current locations inDoncaster and Maltby. Knit & Stitch first beganin 2007 when owner Kathleen Knight bought avillage wool shop on the high street of Maltbynear Rotherham. This was soon followed by anindoor stall on Doncaster market bringing highquality yarns back to the area.After taking over existing yarn store Poppys,it is planning to bring more haberdashery,fabrics and hugely popular craft workshops toYork. We decided to talk to the Kathleen aboutthe shops’ amazing success and learn why Knit& Stitch is doing so well.So, how’s business?Good! I know of many small businesses that arestruggling and I’m thankful for every customerthat walks through my doors. The pressure isimmense running three stores but we have agood team of people who are passionate aboutwhat they do working at Knit & Stitch.How did the shop start out and what wasyour overall vision for the outlet?The business is a partnership run by motherand daughter. My mum discovered that a localvillage wool shop just outside Rotherham wasclosing down, instead of retiring she decided tobuy it! When I moved back to the area with ayoung family in tow, she told me I could do thebookkeeping if I got bored!Five months later we opened a store onDoncaster market which had a tremendousresponse. We moved to permanent premiseslast December and expanded the range. Wehave recently taken over an existing yarn storein the centre of York.You now have three shops – what do youthink is the secret to Knit & Stitch’s success?Listening to what customers want. Our tastesdiffer so much to that of our traditionalcustomers, but they are our ‘bread and butter’.Whilst we bring those customers what theywant at the prices they are prepared to pay,we also want to offer items and keep up todate with new trends that appeal to the moreadventurous customer.Your branding is very elegant and strong, howdid you decide on this and follow it throughto remain consistent with all your branches?Thank you. We are proud of our brand, it’ssimple yet effective. We try and make surewe put Knit & Stitch on everything and say itwhere we can.What are your best-selling items/ranges?Customers are still after the popula basichaberdashery items as surprisingly therearen’t too many places on the high streetselling these. Reels of cotton, zips and buttons,but Sirdar has the largest following with ourcustomers.What are your favourite products in the shop?We often get carried away when the fabricreps arrive and are proud of the range westock. We have the best button collection formiles around and we love the natural yarnsfrom the big suppliers.Talk us through the shop teamand your offering?The people who work at Knit & Stitch arepassionate about crafts and are enthusiasticabout the workshops and products that weoffer. We have fantastic tutors who are keenfor the students to improve their skills and theykeep them coming back for more. The tutorshave created a loyal following.84 craftfocus