The National Gallery Company Ltd awards license to DMC to produce range of National Gallery needlecraft kits

The National Gallery Company Ltd has announced that craft, fabric and thread specialist DMC has been licensed to develop a range of National Gallery needlecraft kits. The first six kits, which will be available in both cross-stitch and tapestry kit form, will be available in early 2015.

The kits will feature six of the Gallery’s best-known paintings: Bathers at Asnières by Georges Seurat Beach at Trouville by Claude Monet A Wheatfield with Cypresses by Vincent van Gogh Sunflowers by Vincent van Gogh Van Gogh’s Chair by Vincent van Gogh The Skiff by Renoir

The kits will be sold in specialist handicraft stores, needlecraft stores and department stores across Europe as well as the National Gallery’s own shops. They will retail at £34.99.

Founded as a printing business more than 250 years ago, DMC is today an international craft and needlecraft specialist manufacturer.

This announcement follows the launch by the National Gallery Company Ltd of a comprehensive, international licensing programme featuring the National Gallery’s collection of some of the best paintings in the world. Independent licensing agency JELC has been appointed to develop the campaign with the National Gallery Company Ltd. The agreement with DMC was finalised during the highly successful first appearance of the National Gallery brand at Brand Licensing Europe.

Judith Mather, Buying and Merchandise Director, the National Gallery Company says, “We are delighted to be working with DMC. This is a company whose commitment to quality and creativity is ideally suited to the National Gallery licensing programme.”

Jonathan Thompson, Managing Director DMC, says, “It is a great privilege to be able to offer needlecraft kits featuring some of the world’s greatest paintings to our customers. We are certain that this range will quickly establish itself among our most popular kits.”