Niche Market Focus Merchant and Mills caters to a specialized segment of dressmakers and pattern cutters, emphasizing high-quality fabrics and bespoke notions, which presents an opportunity to target craft-conscious consumers and sewing enthusiasts interested in premium materials and unique patterns.

Product Innovation Recent product launches like the Hemp Blend Jersey range and the Made in Denim pattern collection indicate a focus on innovative and sustainable fabrics, opening avenues for marketing eco-friendly sewing supplies and exclusive patterns to trend-aware crafters.

Online Engagement With a strong digital presence and recent store launches such as the Rye Store, there is potential to expand direct-to-consumer marketing efforts and develop online workshops, tutorials, or exclusive content to increase customer loyalty and sales.

Event & Course Offerings Weekend courses and DIY dressmaking opportunities suggest a customer base interested in hands-on learning, providing a channel for upselling sewing kits, starter packs, and exclusive fabrics for workshop participants.

Growth Potential Although currently small with minimal revenue, recent expansions and product launches demonstrate momentum. Targeted outreach to sewing hobbyists, boutique retailers, and niche craft stores could accelerate revenue growth and market penetration in the handcrafted fashion space.