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Tag Archives | DCWV

American Crafts Acquiring Die Cuts With A View Paper Division

American Crafts has announced that it is acquiring the paper division of competitor Die Cuts With A View (aka DCWV), which is well-known to many papercrafters for its paper pads sold under the Stacks brand name.

Provo, Utah-based Die Cuts With A View, which was founded twenty years ago by Nancy Hill, has large amounts of shelf space in national craft chains with their Stacks pads of patterned paper. Some of the pads are specialty paper featuring glitter and other decorative elements.

In addition to the DCWV paper crafts division, American Crafts has also acquired the company’s letter board product line.

In the announcement, American Crafts CEO Wayne Mitchell expressed the company’s excitement to have the Stacks brand under the American Crafts roof. “Over the years, Mike and Nancy Hill have done an outstanding job of building the amazing Stacks® brand,” says Mitchell. “Their products have influenced thousands of crafters’ creativity, and American Crafts is proud to continue their legacy by offering Stacks® and the letterboard to the crafting market.”

Mike Hill, CEO of Die Cuts with a View Acquisition Corp, said in the acquisition announcement that American Crafts will make a good home for building the DCWV brand’s future: “American Crafts is a company that’s well respected in the crafting industry, ” says Hill. “Over the years as the market landscape has changed, many wonderful crafting brands have found a soft landing place there, where they’ve continued and flourished. We expect that tradition will continue with the DCVW brand.”

DCWV Letterboard

DCWV Letterboard

The acquisition of the DCWV letterboard product gives American Crafts two letter board products, since Heidi Swapp launched a similar product at the January 2017 Creativation trade show. The design style of the two products, however, is drastically different. The Heidi Swapp boards, available in 3 sizes, are portrait shaped and all white, with an almost elegant look to their black and gold text elements (some of them in script). The wedding and party market appears to be a prime market for that product. In contrast, the DCWV letterboard has a landscape shape and less formal colors, with design elements (including trendy emojis and other graphic elements) available in a wide variety of colors.

Heidi Swapp Letterboard

Heidi Swapp Letterboard

The DCWV Home and Blue Moon Beads brands were not part of the acquisition by American Crafts. Those segments of Die Cuts With A View Acquisition Corp were purchased by New View, according to the announcement. (I believe this probably refers to New View Gifts, a Pennsylvania based gift and home decor company whose products are available from retailers such as Amazon, Wayfair, and Kohl’s. New View Gifts registered a new presence in Utah the day of the announcement of the DCWV sale.)

American Crafts will continue to produce paper crafts products under the DCWV brand, and many of the brand’s key designers and product developers will be continuing with the brand as it moves forward under American Crafts.

Retailers can begin ordering DCWV paper crafts products from American Crafts immediately, and shipping of DCWV products will begin from American Crafts’ warehouse after a 7-10 day transition.

American Crafts has been over the years acquiring an immense portfolio of recognizable paper crafts brands. They started slowly, with the acquisition of Pebbles in 2009 and then Crate Paper in 2011. Licensing deals were signed with Studio Calico in 2011 and Project Life in 2013. But then in 2013-2014, American Crafts went on what can only be described as a buying spree. Between July 2013 and June 2014, the company acquired Bazzill, We R Memory Keepers, Pink Paislee (& the Heidi Swapp license), and Imaginisce. After the licensing deal with Studio Calico ended in the past two years, it appears American Crafts is looking to expand its portfolio again, first purchasing Core’dinations brand from Darice earlier this year and now adding the DCWV brand.

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Noteworthy | 6.22.2012

This week I’ve got some designer news, some hot products, and some new calls to bring to you….and of course, as always, some great links.

The Gaylord Opryland convention center in Nashville, TN, which will host a CK Convention on Aug. 24th-25th, was the site of a large mechanical explosion on Tuesday that evacuated the hotel for several hours. The explosion did an estimated $750,000 in damage, but Gaylord officials told the Tennessean that the damage was limited to a relatively small 4,000 square foot area and the damage should be repaired by June 30th. Officials also told the Tennessean that they did not expect the damage to interfere with events at the property.

Fans of Hambly will be happy to hear that Allison Kreft isn’t going away…Echo Park announced this week that it will be releasing a collection she designed, called Everyday Eclectic!

Allison’s style is easily visible in Everyday Eclectic – and it’s a perfect fit for Echo Park as well. This collection will make both Hambly and Echo Park fans happy! Continue Reading →

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Trends | Coral

Coral was without a doubt one of the hottest color trends on the show floor at CHA Winter 2012. Existing somewhere between the 2011 Pantone color of the year, Honeysuckle, and Pantone’s 2012 pick of Tangerine Tango, shades of coral run the gamut from vibrant pinks to sultry oranges. A quick Google Image search for “coral color” turned up this spectrum of shades, showing just a few of coral’s many faces.

With versatility like this, it’s no wonder that coral made an appearance in one form or another in almost every paper manufacturer’s booth on the CHA show floor. In fact, the color was so popular that I had to narrow down the list of collections to feature here to those that prominently used coral in their color scheme. In reality, there were many more lines that I could have shared that used coral as an accent color, but the range of images and styles shown here should give you a pretty good taste of what’s to come (and is in some cases already available!) from the new crop of collections.

Die Cuts with a View (also known as DCWV) made the color the focus of one of their newest paper stacks. Coral Couture pairs both the orange and pink versions of coral with aqua and yellow to create a sophisticated color palette. The addition of large floral and butterfly motifs give the line a vintage feel. For more on this line, you can visit my blog here, where I spotlight this new paper stack, and May Flaum also took it for a test drive in a post on her blog.

Continue Reading →

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DCWV Acquires Blue Moon Beads From Bankrupt Westrim

Die Cuts With A View announced Friday, June 10th, that they have acquired the assets and intellectual property of the Blue Moon Beads brand from Westrim, Inc., which filed for Chapter 11 reorganization bankruptcy on April 29th.

Westrim had previously divested itself of scrapbook brands Westrim, Autumn Leaves, DMD and Crop In Style in February 2010 by selling them to ANW/Crestwood. (To be clear: the Westrim product line is no longer associated with Creativity, Inc. subsidiary Westrim, Inc., which is the company that filed bankruptcy in April.) At the time of that sale, Westrim, Inc. cited a desire to focus on growing its Blue Moon Beads brand as the reason for the transaction. However, bankruptcy court records now reveal that the Blue Moon brand was also put up for sale almost immediately upon the closing of the sale of the scrapbook brands to ANW/Crestwood.

Bankruptcy paperwork filed by Westrim on April 29th indicates the sale of Blue Moon’s assets to DCWV was already in progress at that time, and that completing the transaction was necessary to prevent the company filing for a Chapter 7 (liquidation) bankruptcy. Court filings say the Chapter 11 filing was necessary even with the impending sale to create time for the transaction to occur, and for creating a clear title to Blue Moon for completing its sale to DCWV. The company apparently plans to use the proceeds from the sale of Blue Moon to essentially liquidate itself out-of-court and reimburse its creditors and shareholders.

Blue Moon Beads will operate as a division of Utah-based DCWV, Inc. The majority of its operations will continue to be run out of its existing California offices.

Mike Hill, CEO of DCWV Inc., said, “We see this acquisition as a natural progression for the company as it further solidifies our position as an industry leader in design and innovation.  It underscores our commitment to diversifying our product offerings while maintaining the highest level of standards with regard to quality, functionality and aesthetics.”

“We believe Blue Moon Beads is an ideal fit for DCWV, and we’re thrilled to be partnering with them,” said Nancy Hill, founder of DCWV Inc. “Not only are we adding a great line of new products to our existing line of DCWV products, we also have the privilege of assuming a great team of experienced and seasoned professionals.  This is a very exciting time for our company.”

Court filings indicate Blue Moon Beads was purchased for $2.5 million in immediate cash payments, a $250,000 payment due in 2012, and then as much as $12.5 million in earn-out payments depending on sales in 2011 and 2012.

Blue Moon Beads is heavily dependent on contracts from Michaels Stores according to bankruptcy court filings. DCWV is well-known in the crafts industry for its paper products, especially their paper stacks and boxes of cards, which are widely available in craft chain stores. Combining the brands may allow for reduction of costs in areas of infrastructure that are required for dealing with the large chain stores, while also broadening the market base of DCWV, which has been heavily tied to the paper crafts market. Several other paper crafts companies, such as Making Memories and EK Success, have expanded into the bead market in recent years with mixed results.

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