Collaboration strategies for growing a craft business

Collaboration is a common feature of the craft sector and can take many forms, including:

• peer collaborations with other makers
• shared stalls, spaces or resources
• custom or exclusive product ranges
• joint events or exhibitions
• commissions, such as for corporate gifting
• tourism-related projects

Not all collaborations are primarily about sales. Some may support learning, visibility, company image and confidence, rather than immediate income. For example, sharing space, skills or experience with other makers, or working with other businesses on custom projects and combined product offers, can help longer-term development. 

Read about the different types of business collaboration and their potential benefits.

Knowing if collaboration is right for your business

Craft businesses can benefit from being selective. Who you collaborate with can influence how your brand is perceived. Partnerships can signal quality, price point or values to customers, so it's important to think beyond the immediate opportunity.

Before agreeing to a collaboration, consider:

• if it fits your core brand and values
• if it adds to the business rather than distract from it
• how it affects your workload and making time
• if it requires exclusivity, and for how long
• if it limits other sales or opportunities
• what the long-term value is

For many craft businesses, collaborations happen alongside their main work, placing significant pressure on capacity. To make sure collaborations remain manageable, factor in time and resources for planning, communication and administration of the project.

Clear expectations are vital, even when collaboration is informal. At the very least, you should seek agreement and clarity around:

• roles and responsibilities
• pricing and payment
• timescales and deadlines
• credit, branding and promotion

Simple written agreements can help avoid misunderstandings and support effective working relationships. See how to set up a business collaboration.

It's important not to lose sight of your own creative direction when collaborating with others. The most effective partnerships are usually those where both sides share aligned values and understand each other's strengths and limitations.

Ending collaborations

Collaborations may not always be long-term. Some are one-off projects or pilots that cannot be repeated or scaled. It is good practice to review collaborations periodically to decide if they still offer value. If a collaboration is difficult to manage or no longer fits your business, it may be appropriate to bring it to an end. Doing this clearly and professionally can help you protect relationships and the sustainability of your business.