Knit Picks

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.

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

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

• Knitting supplies
• Yarn retail
• Crochet supplies
• Knitting patterns
• Fiber arts

Headquarters

HQ city

Vancouver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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
2. Knitting Tools & Accessories: Sales of knitting needles, crochet hooks, ball winders, yarn swifts, storage solutions, blocking tools, and finishing accessories
3. Patterns & eBooks: Sale of digital patterns ranging from $5.99 to $7.99 and print books covering knitting techniques, stitch patterns, and project guides
4. Kits & Bundles: Pre-packaged project kits and value bundles combining yarn, patterns, and sometimes tools for complete projects at various price points
5. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• della QcoreGTM or Marketing PartnerExclusive 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.
• WeCrochetminorOthersRelated 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 ThreadsminorOthersAffiliated 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)coreChannel Partner/ Reseller/ DistributorKnit 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

Others

• 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

• Xx.com/KnitPicks
• YouTubeyoutube.com/user/knitpicks
• Facebookfacebook.com/knitpicks
• Instagraminstagram.com/knit_picks
• Pinterestpinterest.com/knitpicks

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Knit Picks