Crafting the Future with LoveCrafts

We are massive believers in marketplaces and eCommerce at Highland Europe. We’re proud to have partnered with businesses driving the online shift within traditional industries (VistaPrint, MatchesFashion), as well as those pioneering new internet-enabled consumer offerings (Photobox, Outfittery). Particularly exciting for us are large markets which have remained offline, typically characterised by fragmented, sub-standard solutions and where the opportunity for tech-enabled disruption is huge. We actively seek out these sectors and companies globally, as can be seen from Highland US investments in Shift, ThredUp and Handy.

LoveCrafts, our latest investment, aims to serve the crafting community via a unique social and transactional experience that helps creators achieve their dream projects and get inspired for future challenges. Directly targeting a crafting community underserved by a dated and fragmented retail infrastructure comprising offline stores, physical magazines and limited, low inventory websites, LoveCrafts enables the complete crafter journey online; from inspiration, to creation, to sharing (and even selling). Featuring tens of thousands of digital patterns (and growing), 1000’s of top designers and a customer NPS score of over 70, the platform has quickly grown to form the crafting community’s one-stop shop for patterns and supplies. Launched in 2013 and driven by a passionate founding team, the company has nurtured thriving online communities in knitting ( and crochet (, developed a global crafter base with customers in over 100 countries worldwide, and established physical hubs in the US and UK.

For LoveCrafts, social is at the core of everything they do. With a large reach on Facebook, crafters worldwide have embraced LoveKnitting and LoveCrochet as destinations for sharing creations and gaining inspiration. Most first time users reach the site organically, often enjoying content on-the-go. A huge number of all marketplace patterns sold are accompanied by orders for the physical crafting components offered by LoveCrafts (the company now has over 100,000 SKUs across the sites).

Equally exciting is the opportunity to expand across additional markets and categories. Already an established online presence in knitting and crochet globally, the team’s unique expertise in building social communities and end-to-end commerce solutions lends itself to a host of large, complementary market segments (watch this space!).

Still in its infancy as an online category, the journey to unite and serve craft communities globally is an exciting one. We are thrilled to be partnering with Edward, Cherry, Nigel and the LoveCrafts team as they continue to build the ultimate destination for maker communities online.