American Crafts purchases Imaginisce



We have some exciting news to share with you today! Together with Imaginisce, we'd like to share a few details regarding the recent purchase of Imaginisce. Here's the official press release—we wanted to be sure you were in the loop!


American Crafts announces the purchase of craft and
hobby wholesaler Imaginisce. The change in ownership is effective

Imaginisce was started by Durham Brands, a design and
manufacturing company headquartered in Salt Lake City, Utah. Imaginisce is known
for its crafting tools including a cordless glue gun, the iTop button maker,
and iRock gem setter, along with brightly colored paper crafting collections.

Jeff Mitchell, CEO of American Crafts, says Imaginisce’s
lineup of fun, colorful products appeals to a wide variety of crafters.   “Over the years, Durham Brands has done an outstanding job of
making innovative tools and crafting supplies at an accessible price,” says
Mitchell. “The products are easy to use and inspire creativity.”

Jeff Durham, president and CEO of Durham Brands says he’s
pleased that Imaginisce has found a new home.

Crafts is the right company to move the Imaginisce brand forward,” says Durham.
“We’re excited to see Imaginisce gain fresh exposure and grow under new

With the purchase of Imaginisce, American Crafts will continue
to provide retailers with an ever growing range of scrapbooking, stamping,
crafting and DIY options.  New Imaginisce
products – including a vacuum-powered update to the iRock gem setter, DIY-favorite
Milk Paint, innovative reverse tension tweezers, and three new themed
collections of paper and embellishments – will be on display at in booth 1045
at the Craft and Hobby Association trade show in Las Vegas, Nevada, July 23-25.

Mitchell says that new and existing Imaginisce product will begin
shipping from American Crafts in August.  “There are lots of exciting new Imaginisce products releasing
now, and we’re committed to broadening the selection of tools and other
products into the future.”


We're looking forward to the future and as always, presenting stylish, high-quality products!