In 2020, we celebrated 10 years of Deramores, during the most challenging time, not only for us, but for all businesses. Fortunately, despite the unstable climate, we experienced commercial growth, alongside attracting new customers as well as retained our loyal customer base and were able to increase our annual turnover by 63%.
Throughout the year, we have welcomed many new members to team, including a new marketing and commercial manager, expanding the expertise and knowledge of the team. With this expansion, we were able to review processes and optimise many areas with commercial efficiency, allowing us to enjoy many successes.
Not only did we increase our revenue, but we also won the hearts of the industry and our followers. In the British Knitting and Crochet Awards, we were voted highly commended in the Best Online Shop category and won Best International Brand in the trade awards.
We also partnered with the Royal British Legion to bring crafting communities together to support members of the Royal Navy, British Army, Royal Air Force, Veterans and their families, by raising money with the sales of our exclusive endorsed poppy patterns and kits. This partnership was a huge success and we are delighted to announce that we will be celebrating their centenary year as an official partner.
In addition to our current yarns, we increased our Deramores Studio range by two yarns, with the introduction of Deramores Studio Cotton and Deramores Studio Merino. These natural, premium yarns are made with natural fibres and are responsibly sourced. With our brand awareness strategy, we were able to increase our own brand sales turnover as a percent of total turnover by 8%.
Growing through 2020 was no mean feat and the team are tremendously proud of what they have achieved. We are excited to see what 2021 holds!