The New York Times this week ran a story on “A Small Brand Tries to Escape the Confusing Shadow of a Big Brand” featuring Mark Cleveland, CEO Hobby Express and the transition from Hobby Lobby International.
A Small Brand Tries to Escape the Confusing Shadow of a Big Brand – New York Times
CHALLENGE When Mr. Cleveland bought the company, he knew that it was frequently mistaken for Hobby Lobby Stores Inc., a national craft and art supply chain that is based in Oklahoma City and has more than 600 locations. The companies had a history of working cooperatively and, despite their common name, catered to very different consumers. “Roughly 98 percent of my customers are men,” said Mr. Cleveland, while most of the chain’s customers are women.
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Soon after buying Hobby Lobby International, however, Mr. Cleveland realized that the confusion could be a serious problem. The issue became urgent in 2012 when Hobby Lobby Stores, whose founder is an evangelical Christian, filed a lawsuit over the Affordable Care Act provision requiring employers to provide coverage for all forms of contraception as part of employee health insurance. The case went before the Supreme Court in March; a decision is expected by sometime in June. Read the New York Times full story…