F+W Media is teaming with Hoffman Media and the Martha Pullen Company, publisher of Sew Beautiful Magazine, in a joint venture to launch store.marthapullen.com, an e-commerce website devoted to original content, classes and a wide variety of products for the sewing and cross-stitching maketplace. The store is F+W’s 25th online specialty store and will launch on July 1.

David Nussbaum, F+W Media Chairman and CEO, said, “We see this joint venture as just the start of a long, and profitable partnership for Hoffman Media and F+W. Our aligned missions, to serve a passionate enthusiast base, make us perfect partners for future projects, including events and competitions, video, print and ebooks, Web seminars, and more.” The announcement comes a few days after F+W announced the creation of F+W Crime.

The Martha Pullen Co. is owned by Hoffman Media, a speciality interest publishers based in Alabama that specializes in content focused on the women’s market.

Eric Hoffman, executive v-p and COO, Hoffman Media, said he was “impressed with F+W’s growth and success in executing similar strategies across other enthusiast markets.” He emphasized that “we believe this opportunity will allow us to create additional value for our existing customers across our craft business, bringing significant product and content offering to them through this combined effort.”