I recently spoke with Carl Martin Lindahl, CEO of SVP Worldwide, on an episode of The Reboot Chronicles about how millennials are driving the company’s growth, what the latest technological advancements are in sewing and what new opportunities lie ahead for the company in terms of innovation and partnership. SVP Worldwide is the world’s largest consumer sewing machine company and home of the legendary SINGER®, HUSQVARNA VIKING and PFAFF® sewing machine brands. Through their innovation and pioneering of offerings in the Internet-of-Things (IoT) segment, SVP Worldwide has helped make sewing today not only bigger and better but also higher-tech than ever before. Millennials are Making Sewing Trendier Than Ever According to an industry report, the sewing market is growing at a steady rate and surprisingly much of this growth is coming from millennials. “During the coronavirus lock-down, we have seen an explosion in growth - people have gotten into sewing to the extent that we had not anticipated at all,” says Lindahl. The 2020 shortage of everything from boats to bicycles has extended into sewing machines, according to CNN. He says millennials are accounting for about 65% of the total growth of the industry on a global basis. According to Lindahl, there are multiple trends driving this growth among the demographic: Upcycling. Lindahl believes that sewing can reach the level of art, or be a form of recessionary self-expression for consumers, especially Comic-Con attendees, who are willing to spend $500 dollars on a costume. Lindahl believes that the upcycling trend is primarily responsible for attracting customers, particularly those who are very conscious about sustainability, the environment and reuse. Home Entertainment. Children who have been locked down during the pandemic are also now finding a way to learn how to sew with parents teaching their kids how to sew. Urgent Care. Lindahl says sewing market growth was also driven by the increased demand for facemasks, respirator covers and the desire of consumers to donate to local healthcare systems. He states in support of this SVP has donated thousands of machines to help consumers and local non-profit organizations. “We are donating sewing machines directly to hospitals and organizations to help sew face masks, gowns, respirator covers, and other PPE. We are in a unique position to help during this challenging time," says Lindahl

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