[7] Hobbycraft reported a 10% increase in sales in the beginning of 2010, and opened two new stores, with the chief executive saying arts and crafts are a low cost hobby and he believed they would do well despite difficulties in the economy.

[11][12] In October 2013, it was revealed that "Hobbycraft's pre-tax profits fell from £11.5m to £6.3m last year after the company incurred exceptional costs of £2.8m, mostly as a result of the decision to relocate its distribution from Dorset to Staffordshire.

"[13] In September 2014, it was revealed that Hobbycraft's profits had halved, due to chains such as Aldi, Lidl, Poundland, and online retailers such as Amazon moving into the craft market.

Hobbycraft’s chief executive, Dominic Jordan, says that while the company is in a strong position heading into the 2023 financial year, the months ahead remain challenging.

Modella is affiliated to the turnaround firm Rcapital and lists Ted Baker’s UK licensing partner No Ordinary Designer Label, which collapsed into administration earlier this year, under its portfolio of investments.