Samuel E. Mullins founded the Semco Company in 1907, specialising in Embroidery products. Semco was the 3rd company incorporated in Victoria.  The Company had uninterrupted business through two world wars and the Great Depression, providing Australia and New Zealand with a plethora of Needlework, Haberdashery and Craft products.

We distribute some of the worlds leading craft brands, including Coats, Anchor, Leisure Arts, Royal and Langnickle, Royal Paris, Collections D Art, CCA amongst many others.

We also hold the Disney license for craft over several properties – Hannah Montana , High school Musical , Pooh and Friends, Mickey, Cars and Princesses to name a few.

Semco core strengths are innovation, design, sourcing and local manufacturing ability. We have four main craft categories namely Needlecraft, Sewing, Art and Beading.