Craft ID Diamond Painting

Craft ID is a private label brand primarily associated with Action, the international non-food discount retailer. This specific Diamond Painting kit is part of their extensive arts and crafts collection designed to provide affordable creative outlets for hobbyists. These types of craft kits are predominantly manufactured in China to maintain competitive low pricing for the European market.

The brand functions as an in-house label for the Action retail chain, which was founded in Enkhuizen, Netherlands. Ownership of Craft ID reflects the corporate structure of Action, which is majority-owned by the global investment firm 3i Group. While the products are sold across multiple European countries, the strategic design and procurement are managed through Action's headquarters in the Netherlands.