Alion roars in New York City, and that’s no yarn

NEW YORK —Lion Brand, a leading supplier of knitting and crochet yarn to retailers such as Walmart, Jo-Ann Fabric and Craft and Michaels, has opened a unique, stand-alone concept in New York City. Part store, part learning center, the Lion Brand Yarn Studio, which opened to the public on Nov. 18 in Manhattan’s Union Square neighborhood, provides both consumers and retailers the opportunity to get a closer look at Lion Brand’s products.

More like an art museum than a store, the Lion Brand Studio showcases its products in displays designed to highlight the variety of yarns. The Studio even has a special display solely for organic and natural yarns, emphasizing Lion Brand’s commitment to sustainable products.

Lion Brand also gives special attention to its Vanna’s Choice brand, showcasing its strong partnership with Vanna White, with in-store displays of her yarns and books on her involvement with knitting and crocheting.

Both experts and novices are welcomed at the 19,000-square-foot store. A “tasting gallery” at the front of the studio offers a sampling of a selection of yarns on cones, where visitors can pull off a swatch of yarn to test. Customers who want to know more about a particular yarn can bring it over to the “learning bar,” where Studio staff offer assistance with knit and crochet projects.

Visitors looking for further instruction can sign up for one of the Studio’s classes. Beginning Dec. 15, Lion Brand will offer classes for up to 10 students at the beginner level and up to eight for more advanced students.

Customers also have access to Lion Brand’s Web site via two in-studio computers. The site features almost 2,000 free patterns for use.

“This is not just a store, but a center of inspiration, education and service for those who knit or crochet—whether they are experienced or hoping to learn,” said Lion Brand Yarn president David Blumenthal. “Our entire team of associates will be on call for Studio customers to express their creativity and enjoy creating their projects.”

Blumenthal noted during a store visit by Retailing Today, that there were no immediate plans to open a similar concept store anywhere else, and that the focus would remain on showing retailers how the brand is growing and educating consumers about its products.