Hobby Lobby International to rebrand as Hobby Express
December 12, 2013
After nearly 50 years operating in the Nashville, Tenn., area as Hobby Lobby International Inc., the retail store has decided to rebrand as Hobby Express.
Mark Cleveland, left, CEO of Hobby Express (formerly Hobby Lobby International), has rebranded his retail store after reaching an agreement with David Green, Hobby Lobby Stores CEO.
The announcement was made Dec. 11 as part of a deal between Hobby Lobby Stores Inc., the privately held national retail chain of craft stores, and Family Time Hobbies LLC, the holding company for Hobby Lobby International, according to a release from the companies.
Hobby Lobby Stores acquired all of Hobby Lobby International’s interest in the trademarks and brand names “Hobby Lobby” and “Hobby Lobby International.”
“As my company celebrates our golden anniversary of the brand’s founding in 1964, we’re excited to continue the tradition of providing innovative products and exemplary service to the tens of thousands of customers who have shopped our store,” said Mark Cleveland, CEO of Hobby Express, formerly Hobby Lobby International. “We’ll be the same company with a new name as we move boldly into the future."
The decision to rebrand was made after Hobby Express began experiencing brand confusion with the craft store giant Hobby Lobby Stores. Both parties expressed an interest to further distinguish their brands as e-commerce and social media continue to expand, according to the release.
"We are pleased to announce the acquisition of Hobby Lobby International’s interest in the ‘Hobby Lobby’ and ‘Hobby Lobby International’ brands, and we enthusiastically support their transition to the ‘Hobby Express’ brand name,” said David Green, CEO and founder of Hobby Lobby Stores. “We admire their 50 years of exemplary customer service and are excited for the continued growth and success of Hobby Express.”
Hobby Express, which has a strong online retail presence, will move its e-commerce site to the new domain name www.HobbyExpress.com.