77 PROFILE WITH YOU EVERY STITCH OF THE WAY Joel Tokash, International Sales Manager at Lion Brand Yarn talks to Craft Focus about creating beautiful, sustainable yarns for knitters worldwide Could you tell us a little bit about the company? Where are you based? When did the company start? Lion Brand Yarn Company is a fifthgeneration, family-owned business and one of the leading knitting and craft yarn distributors in the United States. Lion Brand yarns are sold online and at craft chains, discount chains, and independent shops nationwide. Via their website, they ship to virtually every country in the world. More than 80 different types of yarn, in addition to tools and accessories, can be purchased on the website www.lionbrand. com. Since 1878, Lion Brand has inspired and educated knitters and crocheters. Today, research shows that knitting and crocheting help relieve stress through the soothing, repetitive motions of the craft and by helping people achieve a creative outlet that produces tangible and valuable products. How has the company evolved? Our extensive and rich history has resulted in boundless experience and stability and has helped shape us into the fast-moving and high-energy company we are today. We offer innovative products and best-in-class leadingedge social engagement in the knitting and crocheting community, and we’re relentless in creatively pursuing the next great opportunity. The following mission statement encapsulates our evolution: Our mission at Lion Brand Yarn Company is to spread warmth, comfort, and inspiration to the world by providing products and social engagement that promote the joy of knitting, crocheting, and weaving. What do you specialise in? Yarn and yarn accessories. Talk us through the current products you’re particularly excited about. While we continue to invest in the development of our legacy brands and expanding the adjacencies within the yarn category, our migration towards sustainability is probably one of the most exciting areas we’re working in, as we’re not only developing beautiful
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