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JOANN, Singer Plan to Disrupt the Sewing and Craft Industry 

New technology simplifies the sewing process and is beginner-friendly.

Craft and fabric retailer JOANN and Singer, a consumer sewing company, have announced the formation of a joint venture to change the way people create and utilize sewing and craft patterns.  

The joint venture will launch products and services with patented technology that reinvents the sewing pattern process, making them easier to use and accessible anywhere and at any time. 

Years in the making, the new technologies have been developed in conjunction with leading artificial intelligence and sewing technology partners and a leading product design firm. Product and consumer testing performed with both novice and professional sewers and crafters has shown potential demand from a wide array of target customers. 

The joint venture will launch in 2022, with products and related services sold domestically through various channels, including a direct-to-consumer model, at all JOANN store locations. Products will also be available through Singer's dealer network that extends throughout the U.S. and to nearly 180 other countries. Stacey Weller, a veteran in the sewing and craft industry, will lead the joint venture, based at SVP Worldwide's headquarters outside Nashville, Tenn. 

"For more than a century, crafters and sewers have largely endured the same arduous process that their ancestors used to make apparel, quilts, craft projects, décor and more," says Wade Miquelon, president and chief executive officer, JOANN. "The technologies we are developing turn the most painful part of this journey into the most fun. Imagine instant access to thousands of established patterns, plus millions of potential self-designed variations, which can then be projected and cut quickly and accurately. JOANN is thrilled to partner with Singer, another legendary leader in the consumer creative space, to help transform the industry and make it easier and more enjoyable for crafters and sewists to bring their visions to life." 

"Our long-term commitment in creating a better sewing consumer experience is a great match between the leading sewing retailer, JOANN, and the global leader in household sewing machines, SVP Worldwide," says Carl-Martin Lindahl, chief executive officer, SVP Worldwide, the parent company of SINGER, Husqvarna Viking and PFAFF sewing brands. "This is an additional step in the development of our first-in-its-class, cloud-based services and AI within the sewing and crafting industries."  


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