Hobbycraft, the UK’s largest arts and crafts retailer, has announced the launch of Hobbycraft TV, a new channel designed to reach audiences with creative tutorials, demonstrations, and inspiration. The channel is due to go live on Thursday 4 September at 7.30am, airing on Freeview Channel 97 and accessible online at hobbycraft.co.uk/TV. Archive episodes will also be available via the company’s YouTube channel.
The announcement comes as the retailer seeks to expand the ways in which customers engage with its products and expertise. Hobbycraft’s research revealed that video content is a major source of inspiration, with one in three people already using YouTube to learn craft skills. Hobbycraft TV has been designed as a dedicated platform to respond to this trend, delivering content to crafters of all abilities.
The channel will feature daily demonstrations and tutorials covering a wide range of craft disciplines. Sessions will include sewing, knitting, baking, papercraft and home décor, led by a roster of expert makers. Both new and experienced audiences will be able to access practical tips, creative techniques and industry insight. Each programme will also be fully shoppable, with viewers able to buy materials and products highlighted during the broadcast.
Alex Willson, CEO of Hobbycraft, said: “The launch of Hobbycraft TV marks an exciting chapter for the business with the introduction of an innovative new media channel for customers to experience Hobbycraft. It will offer a seamless shoppable experience with daily demonstrations, expert guidance and creative content, all designed to inspire, educate and connect with both new audiences and our existing crafting community.”
The project has been backed by industry advisors who see the move as a way to deepen customer engagement. Steven Hubbard, Board Advisor at Hobbycraft, commented: “As the UK’s leading craft retailer, we’re proud to be investing in a brand-new live media experience that brings even more inspiration and innovation to our engaged customers and passionate makers. Hobbycraft TV will become a destination for crafters of all abilities to hear from some of the craft industries’ leading makers, showcasing over a hundred leading brands inspiring our viewers to get making.”
The integration of television, e-commerce and education is part of a wider shift in retail known as shoppable TV. This format has been gaining ground across the UK, with retailers experimenting with ways to combine video-led inspiration with direct purchasing opportunities. QVC has long established itself as a television-based shopping channel, but recent years have seen mainstream retailers adopt similar methods in digital form. Brands including John Lewis, Argos and Boots have trialled livestream shopping events, allowing customers to watch demonstrations and buy products in real time.
Retail analysts suggest that video commerce is particularly effective in categories where visual demonstration adds value, such as fashion, beauty, homeware and hobbies. For Hobbycraft, whose products often require explanation or demonstration, the launch of a dedicated channel brings these elements together in a format designed for education as much as sales. The decision to broadcast both on Freeview and online also reflects an effort to reach audiences across multiple platforms, including those who prefer traditional television viewing.
Industry observers note that the pandemic accelerated consumer appetite for craft activities, with many people turning to hobbies such as knitting, baking and painting during periods of lockdown. This surge in interest has remained, fuelling continued demand for content and products. Hobbycraft TV positions itself as both a resource for this growing community and a commercial channel that enables easy access to the tools required.
Hobbycraft’s expansion into media is also indicative of the way retailers are diversifying their customer engagement strategies. Rather than relying solely on in-store experiences or static e-commerce, the business is adopting an approach that blends entertainment, learning and direct retail. By offering a space where customers can watch, learn and purchase seamlessly, Hobbycraft aims to strengthen its position in the UK craft market.
From launch, Hobbycraft TV will broadcast daily from 7.30am on Freeview Channel 97. Episodes will also be accessible at any time via the retailer’s website and YouTube channel, ensuring flexibility for audiences who wish to catch up on content. The retailer expects the platform to host a wide range of craft experts and showcase hundreds of brands, offering both education and convenience to viewers.
With this move, Hobbycraft becomes one of the few UK retailers to operate a dedicated linear and digital television service, signalling confidence in the continued growth of shoppable content. For audiences, the arrival of Hobbycraft TV represents a new destination to learn skills, access expert guidance, and shop for products in one integrated platform.
