Scrapbooking Paper

An Orem-based scrapbooking supplier is expanding its product line with the acquisition of Pebbles Inc., the flagship brand of Pebbles In My Pocket.

American Crafts, which has an 8,000-square-foot pen and marker making plant in Orem, acquired Pebbles’ brand and inventory of scrapbooking supplies for an undisclosed sum last week.

Despite the recession, the crafts supplies industry has remained relatively unscathed because scrapbooking is considered more affordable compared with taking a vacation or dining out, said Grant Madsen, marketing director for American Crafts.

Pebbles designs more than 100 products including patterned paper, craft chalk and stencils, Snapshot photo stickers, decorative Chips chipboard shapes, self-adhesive Candy Dot embellishments, themed die cuts, and color-coordinated ribbon spools.

“We plan to add to the Pebbles product line over time, for example, expanding the patterned paper offering,” Madsen said. “Pebbles’ products complements our brand. They offer products we didn’t sell, such as craft chalk and photo stickers.”

Pebbles will remain a separate brand under American Crafts, which currently designs and makes more than 1,000 products including albums, pens, stickers, embellishments and ribbon spools.

Founded in 1995, American Crafts, which has around 60 workers, will offer Pebbles products to retailers including independent scrapbooking stores nationwide and chains such as Michaels, Hobby Lobby and Archiver’s.

Pebbles was established in 2001 by Brenda Birrell, founder of Pebbles In My Pocket, which has three stores in Orem, Salt Lake City and St. George. Birrell, who retails other scrapbooking suppliers’ products including those of American Crafts, will continue to own and operate the stores.

“Her first love is running the stores, and the design and manufacturing part of the business took away from that,” Madsen said.

As a result of the sale, two of six Pebbles workers were laid off, while the rest were rehired by American Crafts.

“We consider Brenda a longtime friend and recognize the tremendous contributions she has made as a pioneer in scrapbooking. We think the line of products she and her designers have created nicely complements American Crafts’ product lines,” said Jeff Mitchell, the company’s president.

“I feel good knowing American Crafts will move that initiative forward,” Birrell said. “When we made the decision to sell Pebbles to focus on managing our retail stores, American Crafts immediately came to mind as the perfect fit.”

Source:  Daily Herald