Speaking on Business: Superior Threads
The St. George company sells more than 6,000 products.
It has an international impact now, but Superior Threads started small in Bob and Heather Purcell’s garage in 1998. It grew out of Heather’s passion for quilting and desire to use only the best materials in her award-winning quilts. She learned about high-end thread and discovered the best comes from Japan. So the Purcells took a trip to Japan to meet with thread manufacturers, and then created their business, Superior Threads.
Bob says their St. George company sells more than 6,000 products with a focus on high-quality threads that change colors every inch, like the rainbow line called Fantastico. The top 10-20 percent of quilters understand quality, and they’re all over the Superior Threads products.
If you’re looking for Egyptian cotton thread, Superior Threads buys cotton right out of Egypt and ships up to 24 tons at once to their manufacturers in Japan. The couple lived in Japan for 10 years so they understand the Japanese culture and way of doing business. This is where the cotton for all their threads is spun, twisted and dyed to create the best final product.
Their lines at Superior Threads are all themed and include Australian, Italian, Japanese and Hawaiian lines. Automobile manufacturers asked Superior Threads to create glow-in-the-dark thread. Every time a new grandchild arrives, Bob and Heather name a color after that grandchild. Past colors have included Jeffy’s Blue Eyes, Avilyn and Baby Quinn.
Several of Bob and Heather’s kids are now involved in the business, like son Todd who is focused on growing the website and e-commerce for Superior Threads. The company’s newsletter now has 134,000 subscribers, and one of the most popular sections is Bob’s Joke of the Month.