TV and mail order group Ideal Shopping Direct, rising phoenix-like after fire nearly destroyed the business two years ago, has launched a new channel targeting crafts enthusiasts.
The channel, Create and Craft, carries an offer ranging from 'rainbow glass' and paper down to 15 specialist types of glue.
The retailer aims to grab a slice of the hobbyist market, worth US$23 billion (£14.57 billion) in the US, but mainly serviced in the UK at present by independents and multiple group HobbyCraft.
An Ideal spokesman said: 'This is a substantial and unexploited market in the UK.'
Following the fire two years ago at its Peterborough HQ, Ideal was forced to broadcast temporarily from the car park. Normal service was resumed from rebuilt premises in September.
'Because of the incredible determination and commitment of all our staff - along with the tremendous support of customers and suppliers - we have risen from the ashes to rebuild a vibrant and exciting business with a great future,' said chairman and chief executive Paul Wright.