American Crafts, Studio Calico End Licensing Agreement

American Crafts has issued a statement announcing the end of its licensing and distribution agreement with Studio Calico.

According to the announcement, the agreement will terminate on December 31st. This means that Studio Calico will once again be an independent entity when exhibiting at the CHA Mega Show in Anaheim, although its booth is currently shown on the show exhibitor map as situated adjacent to the usual American Crafts block of booths for the show.

“The team at Studio Calico has done an outstanding job developing fashionable, fun products,” said Sarah DeVoll, CEO of American Crafts. “We’re grateful to have partnered with them.”

April Foster, CEO of Studio Calico, said, “American Crafts has been an excellent partner in helping us grow and establish Studio Calico as a brand. We are thankful for their partnership over the past four years.”

The end of the partnership, which was originally announced in October 2011, comes as no surprise to many in the industry. At the 2015 CHA Mega Show, American Crafts rolled out a new brand name “Seven Paper” with a new style in place of the usual Studio Calico releases. The line floundered, with the line’s booth garnering virtually no attention from show attendees in Anaheim.

Seven Paper booth

According to the announcement ending the agreement, the Seven Paper brand name is being retired and neither company will be using it moving forward. Inventory from the line’s releases is being offered at sale prices by American Crafts.

The kit club side of Studio Calico has grown and changed quite a bit during the period of the agreement with American Crafts governing their wholesale operations. They’ve reached fulfillment agreements with Ali Edwards and A Beautiful Mess, as well as expanded their kit and class offerings – most notably with the acquisition of Big Picture Classes in 2014.

American Crafts has also made a lot of changes since inking the agreement with Studio Calico in 2011. It acquired Crate Paper around the same time, and has since acquired We R Memory Keepers, Bazzil, Imaginisce, and Pink Paislee. In 2012, the company also signed a licensing and distribution agreement with the hugely successful Project Life brand by Becky Higgins. Shortly after that announcement, the Studio Calico kit club rolled out a Project Life branded kit offering. Project Life and Studio Calico announced the discontinuation of that kit last month.


8 Responses to American Crafts, Studio Calico End Licensing Agreement

  1. ss20ts December 19, 2015 at 5:12 pm #

    Interesting note….SC is already gone from the AC website. SC is still available on the wholesale website….probably to sell off the remaining stock to retailers. I imagine they need the warehouse space emptied out.

  2. Worried Consumer December 19, 2015 at 6:18 pm #

    What is going on over at Studio Calico? There is a general tone of discontent on their message boards. They parted ways with Becky Higgins. Now they’re parting ways American Crafts. This is bringing up memories of 2peas.

    • ss20ts December 19, 2015 at 7:46 pm #

      I was a long time subscriber to the SC pocket scrapbooking kits. They announced the crazy changes over the summer and I quite. After reading some messages from the owner of the company, I knew I didn’t want to give her another dime. I also own a paper crafting supply shop and don’t stock their products because of this. The trickle down effect in action!

  3. Laura (@Bookworm) December 19, 2015 at 11:14 pm #

    Thanks for the thorough story, Nancy. (I emailed you a link to the AC announcement, having not yet seen this story in my feedly — sorry about that!)

  4. catherine milne December 20, 2015 at 12:07 pm #

    I was at the CHA Anaheim. I saw that Seven Paper booth. I stood there and looked through the papers and no one, and I mean NO ONE, was there to promote the line. I left and came back and still, no one was around. I was very interested in the Seven Paper line but I had no idea who produced it. In my opinion it was not “sold” well at the show. Mystifying.

  5. gabmcann December 20, 2015 at 8:39 pm #

    I wonder what this means too .. as always thanks for your report Nancy

  6. almasmom December 26, 2015 at 12:49 pm #

    It sounds a bit ominous, doesn’t it? I’ll keep watching this blog for up-dates, Nancy, as I’m curious to see what happens to SC. The way things are going for them lately, I’d be surprised to see them in business this time next year. It would certainly serve them right if they weren’t.

  7. Raquel January 6, 2016 at 7:07 pm #

    I liked some of the seven paper embellies a lot. My LSS carried their products and somethings they could never keep in stock (that old puffy alpha). The kit clip I subscribe to as well included lots of their papers. So I’m surprised they are discontinuing this brand.

    From what I have gathered SC is struggling with even with their loyal customer base and that’s just bad business. Hope they can make a turn around. Ineouldnhare to see a company as influential as SC not make it.

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