F+W Media Launches “Stitch Social” – Company’s First Vertical Daily Deal eCommerce Store

October 27, 2011, New York, NY – F+W Media, Inc. in partnership with Martha Pullen Co, announced today the launch of StitchSocial.com, the unique daily “Flash” deals shopping Website for sewing and needlearts, offering special discounts on a different sewing product each day, at up to 60% off retail price, with no membership required. The site joins the Company’s more than 20 vertical eCommerce stores, and represents its first daily flash deal site.

“Stitch Social is not only about offering fantastic value, and discovering new designers and products, it’s also about sharing the passion for sewing and rewarding that passion with special deals, opportunities and exclusive content,” said David Nussbaum, Chairman & CEO, F+W Media. “The daily deals site is the next evolution of the ecommerce offerings at F+W further supporting our consumers by providing inspiration, instruction, hard-to-find products and the best value.” Upcoming launches for the Company through 2011 include daily deal sites in outdoors, art, and design.   

“Our ecommerce strategy focuses on offering a curated consumer experience,” said Chad Phelps, Chief Digital Officer, F+W Media. “We combine the best in industry practices, the strength of the F+W Media brands, and the expertise of our team from outside the media industry to offer the best possible shopping experience.” No membership is necessary to view or purchase the daily deal, though guests are encouraged to sign up for alerts to be notified of the day’s offering and to get a daily sewing tip from the experts. For retailers, a daily feature on the flash sale site means increased visibility and sales, due to the limited quantities and periods that items are sold on Stitch Social.

Every day, the editors handpick a new product to feature, from designers like Anna Griffin, Oliver +S, Tilda, Kari Mecca, Kay Whitt and many more, offering a very limited number for sale at a fantastic price. From sewing and quilting patterns, to fabric, notions, kits and books, Stitch Social offers fresh daily deals, great value, engaged community and endless inspiration for sewing, quilting, stitching, embroidery and other needlecrafts.

“The Hoffman Media and Martha Pullen Co. teams are truly excited to launch this venture as a way of deepening our reach in the craft e-commerce business and build on the successes we have seen so far through the store.marthapullen.com joint-venture with F+W Media,” said Eric Hoffman, EVP and COO, Hoffman Media LLC. “We continue to work on innovative business ideas that will enhance our customer experience and offering.”

“We are delighted to be able to offer a new exciting range of curated products and to offer new products and services for our valued communities. We will listen and learn from our consumers and will endeavor to exceed their expectations with quality bundled products at great prices,” said Sara Domville, President, F+W Media.

The partnership between F+W Media and Martha Pullen Co. allows both companies to combine their expertise in the sewing and crafting industries to bring more unique, specially-curated sewing content and materials to consumers through several ecommerce stores and the Martha Pullen, Sew Beautiful and F+W Craft platforms.