Wool and the Gang
Wool and the Gang is a London-based DTC e-commerce brand, owned by DMC Group, that designs and sells all-in-one knitting and crochet kits, yarns, and patterns to consumers in 100+ countries, anchored by self-striping yarn technology and a 1-million-maker community.
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wool and the Gang does
Wool and the Gang is a London-based, privately held direct-to-consumer e-commerce company that designs, markets, and ships handcrafted knitwear kits, yarns, and accessories to consumers worldwide. Founded around 2010 and operating as a subsidiary of the DMC Group, the company sells an all-in-one kit format (yarn, patterns, and tutorial access priced from approximately $22 to $278) alongside individual yarn skeins, downloadable patterns, tools, and gift cards, with shipping to over 100 countries and multi-currency support (GBP, USD, EUR, KRW). The product portfolio spans 591 kits across sweaters, cardigans, blankets, accessories, plus adjacent craft categories including needlepoint, embroidery, cross-stitch, macramé, and a pet collection.
The company's core technical differentiator is a self-striping yarn innovation — novel dye techniques that produce seamless colour changes as the maker stitches, eliminating manual yarn changes. Flagship products in this line include Take Care Mohair Stripe (RMS-certified), Ra-Ra Raffia Stripe (vegan/biodegradable), and Feeling Good Stripe (alpaca/merino/recycled nylon blend). Supply-chain and material credibility is a deliberate strategic pillar: 100% non-mulesing wool sourcing, Vegan Society certification, RMS, REACH/OEKO-TEX compliance for dye-house suppliers, and Climate Seed carbon offsetting.
The business model is unit-priced, pay-as-you-go DTC e-commerce supplemented by a 15% first-order discount for newsletter opt-ins and a content/community growth engine (Wool School video tutorials, Make Along programmes, free and paid patterns, and a 1-million-maker social following across Pinterest, Instagram, YouTube, TikTok, and Facebook). Distribution is exclusively via the own-brand website — no marketplace or wholesale channel disclosed. Customer segments are all consumer-focused: DIY craft enthusiasts (primary), sustainability-focused makers (primary), plus secondary gift-giver, baby/children, and visible-mending segments. Press positioning in The Guardian, The Telegraph, The Times, and New York Magazine has reinforced brand recognition around the 'granny chic' aesthetic. The company previously raised approximately $5.85M across 2013 and 2015 funding rounds, with no disclosed funding activity since, suggesting reliance on parent DMC Group backing for ongoing operations and growth.
Wool and the Gang firmographics
Firmographics- Name
- Wool and the Gang
- Legal name
- Wool and the Gang
- Website
- https://woolandthegang.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wool and the Gang is a London-based DTC e-commerce brand, owned by DMC Group, that designs and sells all-in-one knitting and crochet kits, yarns, and patterns to consumers in 100+ countries, anchored by self-striping yarn technology and a 1-million-maker community.
- Ownership category
- akta.pro rank
Wool and the Gang industry classification
Industry- Product category
- Craft Kits and Yarn Supplies
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)
- akta.pro primary industry
- Yarn, Knitting & Crochet Supplies Retail (CRALACAF)
- akta.pro secondary industry
- DIY Craft Kits & Project Kits Retail (CRALACAH)
Keywords
Where Wool and the Gang is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Wool and the Gang business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Finished Craft Kits: All-in-one knitting and crochet kits containing everything needed to complete a project including yarn, patterns, and sometimes tools. Prices range from approximately $22 to $278.
- Yarn Sales: Individual yarn sales including premium fibres like cashmere, alpaca, mohair, merino, cotton, and raffia. Various formats including single balls, bundles with discounts, and stripe varieties.
- Patterns: Downloadable patterns available for free or as purchased patterns. Free patterns include bridal collection items; paid patterns available for individual download.
- Tools and Accessories: Knitting needles, crochet hooks, accessories, and specialty items like GuppyFriend Bag for ocean-friendly washing.
- Gift Cards: Digital gift cards available for purchase, allowing customers to gift the joy of making.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing across kits, yarns, tools, and patterns |
| Subscription | Monthly | Subscription discount - 15% off first order for newsletter subscribers |
| Unit Pricing | Pay-as-you-go | Yarn bundles with volume discounts |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels7 records
Wool and the Gang product offering
Product offeringCore offering
Wool and the Gang sells hand knitting and crochet kits, yarns, tools, and patterns directly to consumers through its own e-commerce store. The company curates beginner-friendly kits with pre-portioned yarn and step-by-step instructions, complemented by a range of standalone yarns, needles, hooks, and downloadable patterns. Founded in London, it operates as a direct-to-consumer craft brand under the DMC Group.
Differentiator
Problem solved
Functional benefit
Products and services
- Knitting Kits
- Crochet Kits
- Yarn Skeins
- Knitting Needles and Crochet Hooks
- Patterns
- Embroidery Kits
- Macrame Kits
Quantifiable outcome
- 1 million makers worldwide community
- +2 more outcomes
Companies that use Wool and the Gang
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles1 record
Wool and the Gang technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wool and the Gang partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- Hope (Celebrity/Designer)flagshipHope x WATG collaboration featuring exclusive yarn shades and designs. Hope selected two new shades of Crazy Sexy Wool exclusively for the collection. Multiple products including Eilda Cardigan, Breena Hat, Pixie Patchwork Sweater, and Ailsa Blanket.
- DMC GroupcoreParent company ownership. Wool and the Gang is part of DMC Group, a major international thread and yarn company, providing strategic backing and potential synergies in textile manufacturing and distribution.
- Damson MadderflagshipCollaboration turning Damson Madder's iconic knits into DIY kits. Damson Madder is known for bold, distinctive fashion created thoughtfully and responsibly. Featured products include Damson Bonnet and Feeling Good Yarn.
- Mathilde RoienflagshipFourth edition Makers Market collaboration featuring Danish knitter, model, and designer Mathilde Roien. Exclusive Mathilde Sweater kit available through the Makers Market programme.
- Pauluschkaa, Rose Svane, Alice of Rows, Katharina of Le Pull, Laura of The Amateur Weather ObserverscorePrevious Makers Market collaborators featuring independent designer kits from the commUKnitty. Each designer contributed unique patterns to the collaborative collection.
- Restoration LondonminorPartnership to create visible mending tutorials demonstrating three different techniques for repairing knits. Featured on beginner-friendly Audrey Sweater kit using Alpachino Merino.
- Climate SeedminorCarbon offsetting partnership through Climate Seed certification. Company calculates carbon footprint from deliveries to website operations and donates to carbon positive projects in Peru.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Wool and the Gang competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Wool and the Gang social profiles
Digital presenceWool and the Gang financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wool and the Gang leadership team
Management profileNumber of profiles
Wool and the Gang funding detail
Funding detailFunding overview
Funding rounds3 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wool and the Gang M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wool and the Gang
What does Wool and the Gang do?
Wool and the Gang sells hand knitting and crochet kits, yarns, tools, and patterns directly to consumers through its own e-commerce store. The company curates beginner-friendly kits with pre-portioned yarn and step-by-step instructions, complemented by a range of standalone yarns, needles, hooks, and downloadable patterns. Founded in London, it operates as a direct-to-consumer craft brand under the DMC Group.
Is Wool and the Gang a public or private company?
Wool and the Gang is a private company. It is classified as corporate owned and is currently operating.
When was Wool and the Gang founded?
Wool and the Gang was founded in 2008. It employs 11 to 50 people.
Where is Wool and the Gang based?
Wool and the Gang is headquartered in London, United Kingdom, in the Europe region.
How does Wool and the Gang make money?
Five revenue lines are on record. Finished Craft Kits are the primary driver. The others are yarn Sales, patterns, tools and Accessories and gift Cards.
Does Wool and the Gang have an API?
No public API is recorded for Wool and the Gang.
What industry is Wool and the Gang in?
Wool and the Gang's product category is Craft Kits and Yarn Supplies. Its primary akta.pro industry code is CRALACAF, Yarn, Knitting & Crochet Supplies Retail, with a secondary code of CRALACAH, DIY Craft Kits & Project Kits Retail. Its NAICS code is 459130.