Stitch & Story

What Stitch & Story does

Stitch & Story is a London-based direct-to-consumer e-commerce company founded in 2013 that designs and sells all-in-one knitting, crochet, and cross-stitch craft kits alongside a proprietary yarn portfolio, tools, and patterns. The company targets beginner and intermediate crafters — with catalogue organization by skill level (Beginner through Experienced) and use case (Baby & Kids, Hats & Headbands, Blankets & Homeware, Jumpers & Cardigans, Amigurumi) — and ships globally from a warehouse-distribution point in Barnsley, UK. Operations run on a standard Shopify storefront with no public API, no proprietary technology platforms, and no AI or ML capabilities described in the source data.

Name

Stitch & Story

Legal name

Stitch & Story UK

Website

https://stitchandstory.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Stitch & Story is a UK-based direct-to-consumer e-commerce brand selling all-in-one knitting, crochet, and cross-stitch kits alongside proprietary yarn collections. Founded in 2013, it targets beginner and intermediate crafters through curated kits, educational video content, and licensed collaborations.

Ownership category

akta.pro rank

Product category

Craft Kits and Yarn

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), 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)

Keywords

• Craft kit supplies
• Knitting yarn
• Crochet kits
• Cross stitch kits
• Beginner amigurumi

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Craft Kits Sales: All-in-one knitting, crochet, and cross-stitch kits sold directly to consumers. Kits include yarn, pattern, and required tools. Pricing ranges from approximately $13 to $181 per kit depending on complexity and materials included.
2. Yarn Sales: Standalone yarn sales across multiple fibre types (merino wool, cotton, acrylic, cashmere blends, jute) and weights (chunky, super chunky, DK, Aran, sports). Prices range from $3 per ball (25g) to $12 per 100g ball.
3. Tools and Accessories: Bamboo knitting needles, crochet hooks, project bags, pom-poms, stuffing, and other crafting tools. Complementary to core kit and yarn offerings.
4. Wholesale B2B: Business-to-business wholesale through Faire marketplace targeting independent craft retailers. Minimum order £200 with Net 60 payment terms.
5. Digital Patterns and Books: PDF downloadable patterns and physical books (by Claire Gelder and other authors) for knitting, crochet, and cross-stitch projects.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Stitch & Story designs, sources and sells all-in-one craft kits for knitting, crochet and cross-stitch, bundled with proprietary yarn, pattern instructions and required tools for beginners. It also sells standalone branded yarn lines across merino, cotton, acrylic and cashmere blends, plus bamboo needles/hooks, project bags, PDF patterns and craft books, distributed via its own Shopify storefront and the Faire wholesale marketplace.

Product overview

Stitch & Story is a craft education and supplies company offering an integrated ecosystem of products centred on beginner-friendly crafting. The portfolio spans: (1) Proprietary yarn lines including The Chunky Wool (100% merino), Lil' Merino (superwash merino), Eco Cotton (recycled), Jolie Yarn (acrylic), Woolmere Luxe (merino/cashmere blend), and specialty fibres like Roly Poly Plush; (2) All-in-one craft kits for Knitting, Crochet, Cross Stitch, and Amigurumi organized by skill level (Beginner through Experienced) and category (Baby & Kids, Homeware, Fashion, Accessories); (3) Curated themed collections (Pastel Rainbow, Sweet Treats, Fruits and the Bunch, Kali & Friends, Peanuts licensing); (4) Tools (bamboo needles, hooks, project bags); (5) PDF patterns and books; and (6) Free video tutorials. The company positions itself as both inspiration and guide for beginner crafters, with stitch-by-stitch instructions designed to make learning accessible.

Differentiator

Problem solved

Functional benefit

Brands

• Daydreamer: A baby-soft yarn collection designed by Marjorie Gütermann, featuring classic children's knit patterns
• Kali & Friends
• Fruits and the Bunch
• Sweet Treats
• Pastel Rainbow
• Summer Nights
• Craft your Fashion
• Peanuts Collection
• Fun in the Sun
• Find Your Club

Products and services

• Knitting Kits All-in-one knitting kits containing yarn, pattern, needles and instructions, organized by skill level (Beginner through Experienced) and category (Baby & Kids, Hats & Headbands, Scarves & Snoods, Blankets & Homeware, Jumpers & Cardigans). Targeted at beginner to intermediate crafters.
• Crochet Kits All-in-one crochet kits for Hats & Headbands, Scarves & Snoods, Blankets & Homeware, and Amigurumi (stuffed toys). Organized by skill level for beginner to experienced crocheters.
• Cross Stitch Kits All-in-one cross stitch kits for beginners and seasoned stitchers, including themed collections such as Find Your Club (Plant, Bee, Coffee, Cake, Dinosaur clubs), Halloween Club, and Peanuts licensing themes.
• Amigurumi Kits Crochet kits for creating stuffed toys using double crochet stitches. Entry-level amigurumi kits include characters from the Kali & Friends and Peanuts collections.
• Yarn Range (The Chunky Wool, Lil' Merino, Eco Cotton, Jolie, Woolmere Luxe, Secret Garden DK, Melange Wool, Roly Poly Plush, The Wonder Yarn, Cotton Braid, Homestead Yarn, The Everyday Jute) Proprietary branded yarn lines spanning merino wool, superwash merino, recycled cotton, acrylic, cashmere blends and jute in multiple weights (chunky, super chunky, DK, Aran, sports). Sold as individual balls or bundles.
• Bamboo Knitting Needles and Crochet Hooks 100% bamboo knitting needles in sizes 3.5mm to 15mm (25cm short, 32-35cm long, and circular) and bamboo crochet hooks in multiple sizes. Lightweight, flexible, suitable for beginners and those with arthritis.
• Project Bags and Crafting Accessories Cotton project bags for organizing and carrying knitting and crochet supplies, plus pom poms, pom pom makers, sewing needles, cable needles and stuffing.
• PDF Patterns Digital downloadable knitting and crochet patterns for various skill levels and project categories (homewares, hats, scarves, jumpers, baby items, accessories).
• Craft Books Physical craft books by Claire Gelder (Mabel Bunny and Co, Robyn Octopus and Friends, Bonnie the Cow & Friends, Pocket Book of Knitting/Crochet, Crafting the Wheel of the Year) and other authors such as Nicki Trench and Jess Coppom.
• Gift Cards Digital and physical gift cards redeemable on the Stitch & Story storefront.
• Peanuts Collection (Licensed) Licensed Peanuts character-themed crochet, knitting and cross-stitch kits featuring Snoopy and Woodstock characters, including amigurumi, cross stitch and blanket kits.
• Craft Your Fashion Collection Fashion-focused knitting and crochet kits for clothing items including sweaters, cardigans, accessories and baby items, targeted at intermediate to experienced crafters.
• The Chunky Wool (100% Merino) 100% sustainable merino super chunky yarn (65m/71 yards per 100g), non-mulesing certified, designed for quick knitting projects with 8-12mm needles.
• Woolmere Luxe 65% Fine Merino, 30% Cashmere, 5% Nylon super chunky yarn (70m/76 yards per 25g) - a luxurious blend targeted at premium-finished chunky projects.
• The Lil' Merino 100% Superwash merino wool in Aran/Chunky Baby weight (65m/71 yards per 50g). Non-pilling yarn suitable for baby items and accessories.
• Secret Garden DK Collection DK weight yarn in floral shades plus 10+ PDF knitting patterns for adult clothing and accessories, designed by Lily Kate France exclusively for Stitch & Story.
• Chunky Sunburst Cushion Crochet Kit New arrival crochet kit for a chunky sunburst cushion homeware project, added to the New In collection in 2025.

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Claire GeldercoreStrategic or Co-development PartnerClaire Gelder is a primary content partner who has authored multiple books published by Stitch & Story including 'Mabel Bunny and Co Crochet Book', 'Robyn Octopus and Friends Knitting Book', 'Bonnie the Cow & Friends Crochet Book', 'Crafting the Wheel of the Year' (with Deb Bowen), and 'Pocket Book of Knitting' and 'Pocket Book of Crochet'. These books are exclusive publications sold through the Stitch & Story storefront.
• Lily Kate FrancecoreStrategic or Co-development PartnerLily Kate France is a designer partner who created the Secret Garden DK pattern collection exclusively for Stitch & Story. The collection includes 10+ PDF knitting patterns for adult clothing and accessories in floral-inspired shades.
• Marjorie GütermanncoreStrategic or Co-development PartnerMarjorie Gütermann created the Daydreamer yarn collection in partnership with Stitch & Story. The collection includes baby-soft yarn and 5 classic children's knit patterns featuring intricate design features.
• Peanuts (Snoopy/Woodstock)minorStrategic or Co-development PartnerLicensed Peanuts character partnership for crochet and knitting kits featuring Snoopy and Woodstock. Includes amigurumi kits, cross-stitch kits, and throw blanket kits. Branded collection under 'Peanuts Collection' category.
• FairecoreChannel Partner/ Reseller/ DistributorFaire is the wholesale marketplace platform enabling Stitch & Story to reach independent craft retailers. Provides B2B ordering infrastructure with Net 60 terms, minimum order requirements, and first-order discounts for new retail customers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Knit Picks: US-based online yarn and knitting supplies retailer with proprietary yarn lines and tools. Directly comparable DTC model with proprietary branded products and similar target customer demographic.
• Hobbii: Danish-based online yarn retailer offering extensive yarn range plus kits and tools. Directly comparable product categories and DTC e-commerce model with strong international shipping network similar to Stitch & Story's global ambition.
• We Are Knitters: Premium DTC brand selling all-in-one knitting and crochet kits globally. Comparable product offering, target customer (beginner to intermediate crafters), and brand-led positioning with similar kit pricing strategy.
• Wool Couture: UK-based craft kit company specializing in knitting and crochet kits. Direct competitor in the all-in-one kit space, mentioned in Stitch & Story's delivery information context, with similar premium positioning and DTC model.
• LoveCrafts: Direct competitor offering online yarn, knitting, and crochet supplies with global shipping. Both are DTC craft retailers targeting hobbyists with similar product categories and customer overlap in the UK and internationally.

Broad incumbents

• Lion Brand Yarn: Established US yarn manufacturer and retailer with proprietary yarn lines. Comparable proprietary yarn collection strategy but at significantly larger scale, with broader retail distribution including big-box stores.
• John Lewis & Partners: UK department store stocking yarn, knitting kits, and craft books. Represents the broader premium UK retail landscape where Stitch & Story's products appear and competes for craft category share.
• Hobbycraft: UK's largest arts and crafts retail chain. Overlaps on yarn, knitting, and crochet categories but operates a much broader hobby portfolio with physical stores. Sets competitive pricing context for the UK craft retail market.
• Michaels: North America's largest specialty arts and crafts retailer. Indirect competitor operating at massive scale across yarn, kits, and tools; signals the structural health of the broader craft retail category relevant to Stitch & Story's wholesale ambitions.

Others

• Etsy: Global online marketplace for handmade and craft supplies. Provides ecosystem context for independent craft suppliers and pattern sellers; some Stitch & Story customers and designers also transact on Etsy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/stitchandstory
• Xx.com/stitchandstory
• Facebookfacebook.com/stitchandstory

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Stitch & Story