What Stitched does

Stitched is a UK-based direct-to-consumer e-commerce business that designs, customises and manufactures made-to-measure curtains and blinds for the domestic market, with the registered brand "Stitched" (also trading as "Made by Stitched"). Founded in 2017 and headquartered in Aldeburgh, United Kingdom, the company operates a self-serve website where customers configure window treatments using an Online Design Studio — selecting fabric, colour, lining, heading style, pooling and accessories — and receive instant pricing. The product catalogue spans made-to-measure curtains, roman and roller blinds, plus add-on modules including custom poles and tracks, Somfy-powered motorisation, AR visualisation via the Stitched iOS app, and a free up-to-8-sample fabric kit. Sourcing covers 300+ eco-conscious fabrics (linen, cotton, wool, velvet, silk, hemp, flax and recycled options such as Upcycled Cotton) primarily from Italian and British mills.

Stitched operates an asset-light vertical model in which all window apparel is hand-stitched to order in UK workshops by "master sewistas", while customer acquisition is delivered through a product-led growth motion — content/Instagram, free samples, video consultations and a London in-home measuring service — augmented by press coverage in Living etc, House and Garden, Elle Deco, Evening Standard and Forbes. A trade/commercial program addresses interior designers and hospitality projects. Pricing is unit-based, ranging from approximately £303–£895+ per curtain configuration and from £402 per blind, with motorisation add-ons starting at £350; revenue is therefore one-time transactional rather than subscription. The company is Pending B-Corp certified, codifying its environmental and social positioning, and disclosed investors include Enterprise M3 Growth Fund, The FSE Group, Angel Academe, Venrex and Dot Matrix Group across rounds in 2018–2021 totalling roughly £1.6m. Leadership comprises co-founder/CEO Elinor Pitt and co-founder Will Verrill; headcount sits in the 11–50 band.

Name

Stitched

Legal name

Stitched

Website

https://stitched.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Custom Window Treatments

NAICS

Curtain and Linen Mills (31412), Blind and Shade Manufacturing (337920)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD)

Keywords

• Made to measure curtains
• Made to measure blinds
• Custom window treatments
• Eco friendly home fabrics
• Bespoke curtain poles

Headquarters

HQ city

Aldeburgh

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Made-to-Measure Curtains and Blinds Sales: One-time sale of custom-made window treatments including curtains (roman and roller blinds). Products are priced based on fabric selection, size, lining options, and heading styles. Manufacturing is done to order in UK workshops. Additional revenue from curtain poles, tracks, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Stitched designs, sells, and manufactures made-to-measure curtains and blinds (Roman and Roller) in the UK, built to customer-specified sizes and chosen from a catalogue of more than 300 eco-conscious fabrics. Customers self-configure orders online through a design studio and augmented reality app, with optional motorisation via Somfy and add-on bespoke curtain poles and tracks.

Product overview

Stitched is a UK-based made-to-measure curtains and blinds company operating as a direct-to-consumer e-commerce platform with manufacturing through UK-based sewistas. The core offering consists of Made to Measure Curtains and Made to Measure Blinds (Roman and Roller styles), supported by an Eco Fabrics Collection of over 300 sustainable materials sourced primarily from Italy and Britain. The product portfolio is enhanced by complementary services including Custom Curtain Poles and Tracks, the Stitched AR App for in-home visualisation, an Online Design Studio for customisation and instant quoting, Motorised Curtains and Blinds (via Somfy integration), various Lining Options (standard, blackout, thermal, interlined), and a Free Sample Service. All products are handmade to order in the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Made to Measure Curtains Handmade-to-order curtains in over 300 eco-conscious fabrics (linen, cotton, wool, silk, hemp, flax, recycled), with standard, blackout, thermal, and interlined linings and heading styles including pencil pleat, eyelet, cartridge, double pleat, triple pleat, wave, and goblet; aimed at UK homeowners needing non-standard sizes or sustainable window treatments.
• Made to Measure Roman Blinds Handmade Roman blinds custom-fitted to exact window dimensions, available across Stitched's eco-fabric range with bonded and bonded blackout lining options; can be installed inside or outside a recess, on wall or ceiling.
• Made to Measure Roller Blinds Custom-fitted roller blinds offered in privacy and blackout fabric options, positioned as a practical solution for kitchens, bathrooms, and other rooms with moisture or high traffic.
• Custom Curtain Poles and Tracks Bespoke curtain hardware including metal poles (Gunmetal, Chrome, Bronze) in 19mm and 32mm widths up to 4.8m, wooden poles (Matt Black, White, Antique Pine, Natural Mahogany, Ivory Woodwash) in 35mm and 50mm widths up to 4.8m, and curtain tracks in White, Ash, and Slate finishes; sold separately to complement Stitched curtains and blinds.
• Motorised Curtains and Blinds Optional motorisation upgrade for Stitched curtains and blinds using Somfy systems, including battery-powered Somfy 25 RTS motors with rechargeable battery packs, remote control, and brackets; provides automated window-treatment control and is sold as an add-on to blind orders.

Quantifiable outcome

• Each metre of Upcycled cotton uses 4 recycled plastic bottles, saves 2.622 litres of water, 465 WH of energy, and 220 GR less CO2

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hillarys: UK market leader in made-to-measure blinds, curtains, and shutters with a national fitter network and broad mass-market reach. Directly competes with Stitched on the core made-to-measure window treatment category across overlapping UK customer segments.
• Thomas Sanderson: Established UK made-to-measure retailer specialising in blinds, curtains, and shutters sold via in-home consultation. Comparable to Stitched in product mix and custom-fit value proposition, with a larger marketing and fitter footprint.
• English Blinds: UK bespoke made-to-measure blinds retailer offering a similar custom-fit product set across roman, roller, and other blind styles. Comparable to Stitched on the made-to-measure blinds side of its product portfolio.
• Plumbs: UK custom-made soft furnishings specialist offering made-to-measure curtains, loose covers, and reupholstery. Directly comparable to Stitched on the bespoke curtains value proposition and adjacent home soft furnishings.
• Swift Direct Blinds: Online-first UK custom blinds retailer with a configurator-led e-commerce model for made-to-measure products. Closely comparable to Stitched on digital-led acquisition and made-to-measure blinds, though with less premium-eco positioning.
• Apollo Blinds: UK made-to-measure blinds and shutters retailer operating via a national network of in-home appointments. Direct competitor to Stitched in the made-to-measure window treatments category with a larger salesforce-driven model.

Broad incumbents

• Dunelm: Largest UK home furnishings retailer offering ready-made and made-to-measure curtains and blinds within a much broader home product portfolio. Comparable on the curtains/blinds category but operates as a mass-market broadline retailer.
• John Lewis & Partners: Premium UK department store with a made-to-measure curtain service and broad home furnishing range. Comparable to Stitched on the premium UK homeowner segment and made-to-measure curtain offering, though much larger and broader.

Emerging players

• Loaf: UK direct-to-consumer made-to-order home furnishings brand (sofas, beds, soft furnishings) targeting design-conscious, slightly more premium-minded consumers. Comparable to Stitched on the UK DTC, made-to-order, lifestyle-brand positioning, though focused on upholstered furniture.

Others

• Somfy: Global motorisation systems supplier for window treatments — integrated into Stitched as a paid add-on (£350 for Somfy 25 RTS). Adjacent ecosystem participant; not a direct retail competitor in made-to-measure curtains/blinds, but a partner and broader market supplier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/madebystitched
• Xx.com/madebystitched

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stitched