Knit Picks
Knit Picks is a direct-to-consumer e-commerce retailer of yarn, knitting needles, crochet hooks, patterns, kits, and fiber arts supplies, serving hobbyist knitters and crocheters across the US, Canada, UK, and Australia under parent Local Crafts Group, LLC alongside sister brands WeCrochet and Connecting Threads.
- Company typePrivate
- Founded2002
- HeadquartersVancouver, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Knit Picks does
Knit Picks is a direct-to-consumer e-commerce retailer specializing in knitting and crochet supplies, operating as a trade name under Local Crafts Group, LLC. Founded in 2002 and headquartered in Vancouver, Washington, the company sells yarn, knitting needles, crochet hooks, patterns, kits, books, tools, and fiber dyes to hobbyist and enthusiast crafters across the United States, Canada, the United Kingdom, and Australia. Its catalog spans 200+ yarn SKUs across all weight categories (Lace through Super Bulky/Roving) in natural and synthetic fibers, sourced from proprietary Knit Picks Exclusives lines plus third-party brands (Berroco, King Cole, Lion Brand, Baa Ram Ewe). Co-branded della Q storage products, a Bare undyed yarn line, and a project kit portfolio organized by skill level and budget round out the assortment.
The underlying technology stack is a standard e-commerce storefront (knitpicks.com) with category-filtered catalogs and integrated content, layered with a free learning center hosting 397+ video tutorials and step-by-step guides, a company blog, and the Knit Picks Podcast. The business model is purely transactional: revenue is generated through one-time purchases of physical goods and perpetual digital pattern downloads (priced $5.99–$7.99), with no subscription, licensing, or recurring revenue mechanics. Distribution is exclusively online, with seasonal promotional events (notably a Summer Yarn Sale with up to 60% off) driving urgency-based purchasing, and marketing spans organic social (Instagram, Facebook, Pinterest, Ravelry, YouTube), email, SEO, and content marketing. The company operates with a reported headcount of 1–10 employees and is bootstrapped within its parent group alongside sister brands WeCrochet, Connecting Threads, and Superior Threads.
Knit Picks firmographics
Firmographics- Name
- Knit Picks
- Legal name
- Local Crafts Group, LLC
- Website
- https://knitpicks.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Knit Picks is a direct-to-consumer e-commerce retailer of yarn, knitting needles, crochet hooks, patterns, kits, and fiber arts supplies, serving hobbyist knitters and crocheters across the US, Canada, UK, and Australia under parent Local Crafts Group, LLC alongside sister brands WeCrochet and Connecting Threads.
- Ownership category
- akta.pro rank
Knit Picks industry classification
Industry- Product category
- Craft Supplies Retail
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (45913), Sewing, Needlework, and Piece Goods Retailers (459130)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Yarn, Knitting & Crochet Supplies Retail (CRALACAF)
- akta.pro secondary industries
- Yarn, Knitting & Crochet Shops (CRALADAC), General Fabric & Textile Stores (CRALADAA)
Keywords
Where Knit Picks is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Knit Picks business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Yarn Sales: Primary revenue stream from selling various types of yarn including wool, cotton, alpaca, silk, and synthetic fibers in multiple weights from lace to super bulky
- Knitting Tools & Accessories: Sales of knitting needles, crochet hooks, ball winders, yarn swifts, storage solutions, blocking tools, and finishing accessories
- Patterns & eBooks: Sale of digital patterns ranging from $5.99 to $7.99 and print books covering knitting techniques, stitch patterns, and project guides
- Kits & Bundles: Pre-packaged project kits and value bundles combining yarn, patterns, and sometimes tools for complete projects at various price points
- Dye Products: Sale of yarn dyeing supplies including Jacquard acid dyes, Kool-Aid dyeing kits, and natural dye options for crafters who customize their own yarn
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Yarn Skeins |
| Unit Pricing | Pay-as-you-go | Bulk/Multi-Packs |
| One time/ perpetual license | Pay-as-you-go | Patterns and Digital Content |
| Unit Pricing | Pay-as-you-go | Kits and Project Bundles |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Knit Picks product offering
Product offeringCore offering
Knit Picks is a direct-to-consumer e-commerce retailer that sells knitting and crochet supplies, including its own line of private-label yarns (Knit Picks Exclusives), knitting needles, crochet hooks, patterns, books, kits, and accessories. The company operates a private-label Bare yarn program that allows customers to custom-dye yarn in any color, and ships worldwide from its U.S. headquarters in Vancouver, WA.
Product overview
Knit Picks is an e-commerce retailer specializing in quality yarns, knitting supplies, and fiber arts. The product portfolio centers on an extensive yarn collection with multiple weight categories, fiber types, and exclusive brand offerings, complemented by project kits and bundles for various skill levels. The company offers a complete ecosystem of knitting and crochet supplies including needles, hooks, patterns, books, and tools, along with a robust educational platform featuring tutorials and a podcast. Notable offerings include proprietary yarn lines, collaborative della Q storage products, Bare undyed yarns for custom dyeing, and an assortment of yarn dyes for at-home fiber coloring.
Differentiator
Problem solved
Functional benefit
Products and services
- Knit Picks Exclusives Yarns
Quantifiable outcome
- Over 200 yarn products and 208+ individual yarn SKUs across all weight categories from Lace to Super Bulky
- +2 more outcomes
Companies that use Knit Picks
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Knit Picks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Knit Picks partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- della QcoreExclusive collaboration on needle storage products and project bags. The partnership produces co-branded della Q x Knit Picks needle storage solutions, tote bags, and backpacks designed specifically for knitters and crocheters. Products include Maker's Canvas Backpack ($158 regular, $126.40 with 20% off), Maker's Canvas Cubbies ($32), and Midi/Mini Messenger bags.
- WeCrochetminorRelated brand under the same parent company (Local Crafts Group, LLC). WeCrochet is a sister brand also serving the crochet community. Both brands appear under the same corporate umbrella with shared infrastructure.
- Connecting ThreadsminorAffiliated company mentioned in website footer alongside WeCrochet and Superior Threads. Operating under the same parent company Local Crafts Group, LLC.
- Third-Party Yarn Brands (Berroco, King Cole, Lion Brand, Baa Ram Ewe)coreKnit Picks carries exclusive and non-exclusive product lines from established yarn manufacturers including Berroco, King Cole, Lion Brand, and Baa Ram Ewe. These brands are sold alongside Knit Picks' own exclusive yarn lines, expanding product variety and attracting diverse customer preferences.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Knit Picks competitors and assessment
Company assessmentOthers
- WeCrochet: WeCrochet (formerly Crochet.com) is a sister brand under Local Crafts Group, LLC serving the crochet community with yarn, hooks, and patterns. It operates in an adjacent but distinct fiber-arts niche from Knit Picks and shares corporate infrastructure and customer audiences.
- Connecting Threads: Connecting Threads is a sister brand under Local Crafts Group, LLC, focused on quilting and sewing supplies. It does not compete with Knit Picks on yarn but shares parent-level infrastructure, supply chain, and customer relationships that are relevant to understanding Knit Picks' group economics.
Direct peers
- Berroco: Berroco is a US yarn brand and DTC retailer of yarns and patterns that Knit Picks also resells. It competes for the same advanced and intermediate knitter segment with comparable fiber stories and pattern libraries.
- LoveCrafts: LoveCrafts (parent of LoveKnitting and LoveCrochet) is a UK-based online marketplace and retailer for yarn, patterns, and supplies across multiple countries. It is one of the closest DTC equivalents to Knit Picks, with overlapping international fulfillment, free patterns, and a wide yarn assortment.
- Lion Brand Yarn: Lion Brand Yarn is a heritage US yarn brand and online retailer with an extensive multi-fiber yarn catalog and educational content. It competes directly with Knit Picks on exclusive yarn lines, beginner-friendly kits, and DTC e-commerce in the same hobbyist customer base.
- Jimmy Beans Wool: Jimmy Beans Wool is a US-based online yarn and knitting supplies retailer serving hobbyist knitters and crocheters. It overlaps with Knit Picks on curated yarn assortment, project kits, free patterns, and community-driven content marketing.
Broad incumbents
- Joann: Joann is a large US specialty craft retail chain selling yarn, fabric, and knitting supplies across hundreds of stores plus e-commerce. It competes with Knit Picks on breadth of yarn assortment and beginner kits, with the advantage of physical touch-and-feel shopping.
- Hobby Lobby: Hobby Lobby is a large US craft and hobby retail chain with a meaningful yarn and knitting supplies assortment. It competes broadly with Knit Picks on price-sensitive yarn purchases and basic tools and accessories.
- Michaels: Michaels is the largest North American specialty retailer of arts, crafts, and hobby supplies including yarn and knitting tools. It overlaps with Knit Picks on commodity and exclusive yarn SKUs, kits, and patterns at mainstream price points.
Emerging players
- KnitCrate: KnitCrate is a yarn and project subscription service targeting hobbyists with monthly surprise kits. It addresses the same knitter and crocheter persona as Knit Picks but through a recurring-revenue, curated-discovery model rather than broad-line retail.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Knit Picks social profiles
Digital presenceKnit Picks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Knit Picks leadership team
Management profileNumber of profiles
Profiles2 records
Knit Picks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Knit Picks 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 Knit Picks
What does Knit Picks do?
Knit Picks is a direct-to-consumer e-commerce retailer that sells knitting and crochet supplies, including its own line of private-label yarns (Knit Picks Exclusives), knitting needles, crochet hooks, patterns, books, kits, and accessories. The company operates a private-label Bare yarn program that allows customers to custom-dye yarn in any color, and ships worldwide from its U.S. headquarters in Vancouver, WA.
Is Knit Picks a public or private company?
Knit Picks is a private company. It is classified as family owned and is currently operating.
When was Knit Picks founded?
Knit Picks was founded in 2002. It employs 1 to 10 people.
Where is Knit Picks based?
Knit Picks is headquartered in Vancouver, United States, in the North America region.
How does Knit Picks make money?
Five revenue lines are on record. Yarn Sales are the primary driver. The others are knitting Tools & Accessories, patterns & eBooks, kits & Bundles and dye Products.
Who are Knit Picks's main competitors?
Others on record are WeCrochet and Connecting Threads. Direct peers are Berroco, LoveCrafts, Lion Brand Yarn and Jimmy Beans Wool. Broad incumbents are Joann, Hobby Lobby and Michaels. KnitCrate is listed as an emerging player.
Does Knit Picks have an API?
No public API is recorded for Knit Picks.
What industry is Knit Picks in?
Knit Picks's product category is Craft Supplies Retail. Its primary akta.pro industry code is CRALACAF, Yarn, Knitting & Crochet Supplies Retail, with a secondary code of CRALADAC, Yarn, Knitting & Crochet Shops. Its NAICS code is 45913 and its SIC code is 5130.