Jobs have been created on the back of soaring sales of craft products by a Peterborough TV shopping channel.
New figures show that Create and Craft TV, which is part of Ideal Shopping Direct, rose by seven per cent last year to a total value of £76.3 million.
Over the same period, the number of new customers rose by 19 per cent.
The success has triggered the creation of 50 jobs in Peterborough, taking the total number employed to 398 and to more than 1,000 worldwide.
Mike Hancox, chief executive of Ideal Shopping Direct, in Newark Road, said: “Creating jobs and increasing sales is always good news.
“We are well positioned in a growing market and have made the most of the opportunity, which is reflected in our solid performance and growth.
We are well positioned in a growing market and have made the most of the opportunity.Mike Hancox, chief executive
He said: “A huge part of this is down to the talent and hard work of the team here in Peterborough.
“They delivered outstanding growth, improved customer satisfaction and helped to attract thousands of new customers.
“Our customers are clearly enjoying watching, shopping and crafting with us which is in turn good for our suppliers, many of who are small and medium sized UK based companies.
Mr Hancox added: “We have lots more vacancies in the pipeline for talented creative people in Peterborough.”
Interest among the public in crafts has taken off over the last few years, fuelled by BBC TV shows such as The Great British Bake Off and The Great Sewing Bee
It has helped create a lucrative craft market in the UK which is currently valued at about £3.5 billion.
Create and Craft TV is a multi-award winning craft TV channel broadcasting live from 8am to 11pm on channels Sky 674, Freeview 36, Virgin 748 and Freesat 813.
Ideal Shopping Direct, which is regarded as a leading multi-channel home shopping retailer in the UK, was bought last September by US private equity firm Blackstone.
The business was delisted from London’s junior AIM market in 2011.