LoveCrafts
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
LoveCrafts firmographics
Firmographics- Name
- LoveCrafts
- Legal name
- LoveCrafts Group Limited
- Website
- https://lovecrafts.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
LoveCrafts industry classification
Industry- Product category
- Craft Supplies E-commerce
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (45913)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Yarn, Knitting & Crochet Shops (CRALADAC)
- akta.pro secondary industries
- Cross-Stitch & Counted Thread Shops (CRALADAF), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Quilting & Patchwork Shops (CRALADAB)
Keywords
Where LoveCrafts is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
LoveCrafts business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Primary revenue stream from selling physical craft supplies including yarn, needles, hooks, fabric, kits, and craft materials. Products range from budget-friendly options to premium luxury items with various price points across multiple yarn weights and fibers.
- Digital Pattern Sales: Revenue from downloadable PDF patterns created by independent designers and the company's own brand. Patterns are available across all craft categories at various price points.
- Own Brand Products: Sale of proprietary yarn brands including Paintbox Yarns, Valley Yarns, Willow & Lark, and LoveCrafts fabric line, offering higher margins than third-party brand products.
- Affiliate Program: Partner affiliate program generating revenue through referral commissions from affiliate partners driving sales to the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Yarn products range from budget to luxury price points |
| One time/ perpetual license | Pay-as-you-go | Digital downloadable patterns at various price points |
| Freemium | One time/ perpetual license | First order discount incentive |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
LoveCrafts product offering
Product offeringCore offering
LoveCrafts is an e-commerce retailer and platform specializing in craft supplies, selling yarn, fabric, patterns, and project kits for knitting, crochet, sewing, embroidery, and cross-stitch to hobbyist crafters. The company operates multiple owned craft brands (Paintbox Yarns, Debbie Bliss, MillaMia, Willow & Lark, Valley Yarns, Tahki Yarns, The Yarn Collective, Paintbox Crafts, LoveCrafts Fabric) and acquired Deramores to extend its UK yarn and craft supplies footprint. It also runs a designer platform on which independent pattern designers list and sell patterns to LoveCrafts' customer base.
Product overview
LoveCrafts is a comprehensive crafts e-commerce platform offering a unified marketplace for yarn, patterns, and craft supplies. The platform combines a multi-brand product catalog with owned yarn and craft supply brands (Paintbox Yarns, Debbie Bliss, MillaMia, Willow & Lark, Valley Yarns, Tahki Yarns, The Yarn Collective, Paintbox Crafts, and LoveCrafts Fabric), an extensive pattern marketplace featuring over 230,000 knitting and crochet patterns from independent designers and major brands, and educational content through its How-To & Ideas hub. The platform also hosts a community features for user-generated project sharing and operates a designer platform for selling patterns. In 2022, LoveCrafts expanded its portfolio through the acquisition of Deramores assets.
Differentiator
Problem solved
Functional benefit
Brands
- Paintbox Yarns: Value-focused yarn brand offering a wide range of colors in various yarn weights including Cotton DK, Simply DK, Simply Chunky, and more.
- Debbie Bliss
- MillaMia
- Willow and Lark
- Valley Yarns
- Tahki Yarns
- The Yarn Collective
- Paintbox Crafts
- LoveCrafts Fabric
Products and services
- Yarn Multi-brand yarn assortment covering budget to premium price points for knitting, crochet, and other yarn crafts, sold to individual hobbyist crafters.
- Knitting Patterns Downloadable knitting patterns from independent designers and LoveCrafts' own design team, sold to knitters seeking project instructions.
- Crochet Patterns Downloadable crochet patterns for garments, accessories, and home projects, sold to crocheters.
- Cross Stitch Kits Complete cross-stitch kits containing fabric, thread, chart, and instructions for hobbyist cross-stitchers.
- Embroidery Kits Embroidery kits bundling fabric, threads, needles, and patterns for embroidery hobbyists.
- Sewing & Quilting Fabrics and Supplies Fabric, batting, and sewing notions for dressmaking, quilting, and craft sewing, sold to hobbyist sewists and quilters.
- Paintbox Yarns Owned budget-friendly yarn brand offering a wide color range of acrylic, cotton, and blend yarns for knitters and crocheters.
- Debbie Bliss Owned premium designer yarn brand positioned at the luxury end of the LoveCrafts yarn range.
- MillaMia Owned premium yarn brand offering natural fibers and designer patterns for knitters and crocheters.
- Willow & Lark Owned yarn brand offering a curated range of yarns paired with designer patterns.
- Valley Yarns Owned yarn brand offering a broad range of yarns aimed at North American and international crafters.
- Tahki Yarns Owned heritage yarn brand offering classic and textured yarns for knitters and crocheters.
- The Yarn Collective Owned premium yarn brand featuring curated collections from independent designers.
- Paintbox Crafts Owned craft supplies brand extending the Paintbox range into broader craft categories beyond yarn.
- LoveCrafts Fabric Owned fabric brand offering fabrics targeted at sewists, quilters, and crafters.
- Deramores Acquired UK-based online yarn and craft supplies retailer, integrated into LoveCrafts' UK storefront.
- LoveCrafts Designer Platform Marketplace platform enabling independent designers to upload, distribute, and sell downloadable craft patterns to LoveCrafts' customer base.
Companies that use LoveCrafts
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
LoveCrafts technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
LoveCrafts partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Deramores (from Ideal Shopping)minorLoveCrafts Group Limited acquired Deramores' assets including yarn stock and digital assets after Deramores closed its doors in January 2022 following over ten years of operation. Customers of Deramores were transitioned to LoveCrafts, which continues providing similar products and services.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
LoveCrafts competitors and assessment
Company assessmentDirect peers
- Etsy: Etsy operates a global marketplace where independent makers sell handmade crafts, supplies, and digital downloads including knitting/crochet patterns. It competes directly with LoveCrafts for both craft-supply shoppers and independent pattern designers seeking a marketplace to monetize their designs.
- Hobbycraft: Hobbycraft is the UK's largest specialist craft retailer with both physical stores and a growing e-commerce operation selling yarn, fabric, patterns, and craft supplies. Direct overlap with LoveCrafts in yarn, sewing, and cross stitch categories serving UK hobbyists.
- Knit Picks: Knit Picks is a US-based direct-to-consumer yarn and pattern retailer offering its own yarn brands alongside downloadable patterns and tools. Closely comparable business model to LoveCrafts: own-brand yarns + digital pattern marketplace + community focus, with strong overlap in customer base of knitters and crocheters.
- Wool Warehouse: Wool Warehouse is a UK online yarn specialist stocking major brands (King Cole, Stylecraft, Scheepjes) with competitive pricing. Comparable to LoveCrafts as a UK-based online yarn retailer targeting the same core knitting/crochet customer base, although with less breadth in patterns and owned brands.
- Lion Brand Yarn: Lion Brand is a heritage US yarn manufacturer with its own e-commerce site selling branded yarn, free patterns, and tutorials. Comparable to LoveCrafts as a yarn-first brand with a pattern library, community, and educational content — competing for the same knitter and crocheter audience.
- Annie's (Interweave / F+W Media): Annie's is a long-standing US craft publisher and retailer selling knitting, crochet, and sewing patterns plus kits. Comparable to LoveCrafts as a pattern-and-supply destination for needlecrafts, with overlapping customer base among hobbyist knitters and crocheters.
Broad incumbents
- JOANN: JOANN is the largest US specialty fabric and craft retailer with nationwide stores and an online channel spanning yarn, fabric, sewing, and patterns. A broader incumbent that overlaps with LoveCrafts in yarn and sewing categories, though less specialized in knitting/crochet and patterns.
- Michaels Companies: Michaels is the largest North American arts and crafts specialty retailer with ~1,300 stores plus e-commerce. Overlaps with LoveCrafts across multiple craft categories (yarn, fabric, cross stitch, sewing) but serves a broader, more generalist customer base.
Emerging players
- Black Sheep Wools: Black Sheep Wools is a UK-based independent yarn and craft retailer with a strong online presence and a physical store. Comparable to LoveCrafts in serving UK-based knitting/crochet enthusiasts with branded yarn and patterns, though smaller in scale and reach.
- Ravelry: Ravelry is the world's largest online community for knitters and crocheters, with a pattern marketplace and yarn database. Overlaps with LoveCrafts' community and pattern marketplace dimensions, though Ravelry is community-first and does not sell physical supplies at scale — making it a partial competitor and potential ecosystem partner.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights6 records
Customer concentration
LoveCrafts social profiles
Digital presenceLoveCrafts financial estimates
Financial estimateRevenue estimate
Valuation estimate
LoveCrafts leadership team
Management profileNumber of profiles
Profiles4 records
LoveCrafts subsidiaries and ownership
Company hierarchySubsidiaries1 record
LoveCrafts funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LoveCrafts M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LoveCrafts
What does LoveCrafts do?
LoveCrafts is an e-commerce retailer and platform specializing in craft supplies, selling yarn, fabric, patterns, and project kits for knitting, crochet, sewing, embroidery, and cross-stitch to hobbyist crafters. The company operates multiple owned craft brands (Paintbox Yarns, Debbie Bliss, MillaMia, Willow & Lark, Valley Yarns, Tahki Yarns, The Yarn Collective, Paintbox Crafts, LoveCrafts Fabric) and acquired Deramores to extend its UK yarn and craft supplies footprint. It also runs a designer platform on which independent pattern designers list and sell patterns to LoveCrafts' customer base.
Is LoveCrafts a public or private company?
LoveCrafts is a private company. It is classified as venture growth investor backed and is currently operating.
When was LoveCrafts founded?
LoveCrafts was founded in 2010. It employs 101 to 250 people.
Where is LoveCrafts based?
LoveCrafts is headquartered in London, United Kingdom, in the Europe region.
How does LoveCrafts make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are digital Pattern Sales, own Brand Products and affiliate Program.
Who are LoveCrafts's main competitors?
Direct peers on record are Etsy, Hobbycraft, Knit Picks, Wool Warehouse, Lion Brand Yarn and Annie's (Interweave / F+W Media). Broad incumbents are JOANN and Michaels Companies. Emerging players are Black Sheep Wools and Ravelry.
Does LoveCrafts have an API?
No public API is recorded for LoveCrafts.
What industry is LoveCrafts in?
LoveCrafts's product category is Craft Supplies E-commerce. Its primary akta.pro industry code is CRALADAC, Yarn, Knitting & Crochet Shops, with a secondary code of CRALADAF, Cross-Stitch & Counted Thread Shops. Its NAICS code is 45913 and its SIC code is 5130.