Liberty has more than doubled the size of its fabric department as it seeks to capitalize on a growing social media-driven interest in sewing and crafting. The department store, located near Oxford Circus in central London, expanded its fabric area to 430 square metres (4,630 square feet), now housing over 2,500 types of fabric and staffed by 17 specialist salespeople.

The move comes after fabric sales increased by 11% last year, a trend Liberty expects to continue through this year. The rise in demand is attributed not only to hobbyists and crafters but also to affluent international shoppers purchasing luxury fabrics to be tailored into bespoke garments in their home countries.

Lydia King, Liberty’s retail managing director, noted that while many department stores have reduced their haberdashery and fabric offerings, Liberty aims to enhance the customer experience by celebrating these crafting traditions. The store plans to expand its haberdashery section this autumn and will host additional workshops to support the growing community of makers.

The resurgence of sewing and related crafts like quilt making and crochet has been partly fueled by social media demonstration videos and television programs such as The Great British Sewing Bee. King highlighted that customers span a broad age range, from teenagers who have recently acquired their first sewing machines to an international community of experienced craft enthusiasts.

The trend is also supported by increased interest in secondhand clothing, which often requires home alterations. According to the Crafts Council, participation in crafts among adults has risen from 15% to 20% in recent years.

This growth in the fabric and crafting segment has contributed to strong sales for Liberty, even as other luxury department stores such as Harvey Nichols face uncertain futures and House of Fraser continues to close outlets. King described fabric as one of the highest sales density areas in the store and emphasized that sewing and making offer a form of luxury that resonates in an increasingly digital world.

“As our lives become increasingly digital, we’re seeing customers simultaneously reconnect with the joy of making – seeking out craftsmanship, creativity and the opportunity to create something that’s entirely their own,” she said. “From a bespoke dress to a handcrafted quilt, making has become a modern expression of luxury because it offers something increasingly rare: originality.”