Singer Makes Sewing History Again with the New SINGER(R) CURVY(TM) Sewing Machine: SINGER CURVY Machines Eliminate the Two Biggest Challenges for Sewers: Threading the Machine & Threading the Bobbin

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Today SVP Worldwide, owner of SINGER(R) brand sewing machines--the world leader in the sewing machine and accessories industry, announced the global introduction of its new premium line of computerized SINGER CURVY(TM) sewing machines featuring the new SwiftSmart(TM) Threading System. For the first time since the invention of the sewing machine, SINGER has created a new method of threading the machine and bobbin by combining digital technology with a one-touch needle threader. Beginning and proficient sewers can now spend less time threading the machine and more time exploring their creativity from basic utility to fashion sewing, crafts and home decor projects.

In 1851 Isaac Singer changed the world by inventing the very first sewing machine

    "In 1851 Isaac Singer changed the world by inventing the very first sewing machine," said Don Fletcher, CEO of SVP Worldwide. "Today Singer has once again made history by creating the SINGER CURVY sewing machine which eliminates the two biggest challenges and frustrations sewers have experienced during the past 157 years--threading the sewing machine and threading the bobbin."

The new SwiftSmart(TM) Threading System is a revolutionary way to thread a sewing machine. With previous threading systems, sewers had to thread the spool, guide the thread down along the groove, then U-turn the thread, pull it up again, thread the take-up, and pull it down again to thread the needle eye. Now using the SwiftSmart Threading System, all sewers have to do is simply guide the thread from the spool to the needle via the groove at the front of the machine. Another SINGER CURVY machine feature, the One Touch Needle Threader will even pull the thread through the eye of the needle. There is no longer a need to go through a complicated threading process.

Adding to the speed of the SwiftSmart(TM) Threading System is the new Drop & Sew(TM) Bobbin System. With a specially designed thread track and new needle plate, there is no longer a need to manually raise the bobbin thread. Sewers can now just drop in the bobbin and begin to sew.

"Today marks a new day in the sewing and crafting industry," said Brad Hunsaker, Global Vice President of Sales and Marketing for SVP Worldwide. "The SINGER CURVY sewing machine gives beginning and proficient sewers what they have dreamed about--more time to sew by eliminating the time consuming setup that was previously required. The creativity and endless options made available by the SINGER CURVY sewing machine will make it a natural choice among sewers."

The SINGER CURVY machine's new "curvy" shape with contemporary colors comes with three StayBright(TM) LED lights offering unparalleled illumination. The Push-Button stitch selection allows sewers to easily select the desired stitch by pushing a button, not turning a dial. The machine's auto tension ensures stable stitch quality for every type of fabric.

The new SINGER CURVY sewing machines can be viewed at or consumers can visit their local Singer retailer to try the new machines.

About SVP Worldwide(R)

SVP Worldwide, a global company headquartered in Hamilton, Bermuda and doing business through its affiliated companies in over 190 countries, specializes in the design, manufacture and sale of high quality household sewing machines and related products under the SINGER(R), HUSQVARNA VIKING(R), and PFAFF(R) brand names. For more information about the Company and company's brands, view the following websites:,,, and

About Singer:

Founded in 1851, Singer is one of the world's leading sellers of consumer and artisan sewing machines. To date, Singer maintains a strong international presence, with manufacturing facilities in Brazil and China, 10 overseas marketing operations and a network of third-party distributors selling product in more than 190 countries. The company has a long history of innovation in the sewing machine industry, having produced, among other breakthroughs, the world's first portable machine in 1921 and its first computer-controlled machine in 1978.

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Stephen Whyte
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