Craft shopping channel Hochanda, which has studios in Mancetter Square, in Lincoln Road, has teamed up with leading supplier Crafter’s Companion.
Bosses say the agreement takes Crafter’s Companion away from its previous partner, Ideal World’s Create and Craft, based in Newark Road, Peterborough.
Under the new arrangement, the supplier has moved all of its TV distribution business to the Hochanda premises.
Hochanda was created just six months ago with £1.9 million of crowd funding and now employs 100 people.
A company spokeswoman said: “Crafter’s Companion is now a strategic partner to the TV channel which has served over tens of thousands of customers in just six months.
“Hochanda expects the growth which comes as a result of this partnership will generate new positions across all areas of the business for both companies.”
The deal will see Crafter’s Companion presenters, including founder Sara Davies, move all their shows to Hochanda.
Hochanda founder Paul Wright, said: “Crafter’s Companion is one of the most well-respected and exciting craft suppliers, so to have them on board as a strategic partner is a massive coup.”
Sara Davies said: “We have been really impressed with Hochanda’s customer-focused approach. Our aim is to work closely together with their team to grow their audience and our customer base.”
“Given the channel’s focus on educating and inspiring crafters and hobbyists, it fits very well with our brand and the way we engage with the craft community.”
Hochanda chief executive Jamie Martin said: “It became immediately clear when I first met Sara and Simon Davies that Hochanda’s and Crafter’s Companion’s vision for the future were truly aligned.
“Together we will now embark upon a long term plan to innovate our joint propositions.”
To celebrate the new partnership, Sara Davies will exclusively unveil the latest range in her signature collection on the channel as part of a huge Crafter’s Companion week-long takeover event.
The craft supplies company will be on air for more than 100 live hours on Hochanda throughout March launching new machines, Die’sire die collections, Debbie Shore sewing accessories, Sheena Douglass art products and the latest Spectrum Noir colouring products.
The Hochanda spokeswoman said: “Now a significant employer in Peterborough and a strong presenter line-up including the talented crafter Leonie Pujol, Hochanda is firmly establishing itself as a major player in the crafting industry offering a wide variety of products from many popular crafting suppliers.”
The channel was awarded silver in the Best TV Shopping Channel for Crafts category at the International Craft Awards 2015.
Hochanda braodcasts around the clock as well as streaming via its website (IPTV) live 9am to 9pm on Sky 663, Freesat 817 and Freeview 39.