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Tennessee-based hobby retailer, Hobby Lobby International, Inc. (HLI) re-branding to become Hobby E
 
The decision to re-brand was made after the company began experiencing brand confusion with craft giant Hobby Lobby Stores.

HLI has been around for nearly 50 years. With one Tennessee brick-and-mortar store, most of its business was done online. HLS is the opposite—they have dozens of large brick-and-mortar craft stores, but until recently, their online sales were somewhat minimal. Thanks to social media and increased online shopping, the two companies were forced to deal with the brand issue.

Mark Cleveland is the CEO of “the original Hobby Lobby,” HLI, the RC store. After meeting with HLS CEO David Green, the two Hobby Lobby CEOs discussed matters a decision was made: the craft store would acquire the naming rights to the hobby store. More information can be found in the press release below.

Hobby Lobby International to become Hobby Express.


The Hobby Lobby CEOs - Mark Cleveland, Hobby Lobby International (now HobbyExpress.com), & David Green, Hobby Lobby Stores, meet in Oklahoma City.

 



 
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