What Fat Quarter Shop does

Fat Quarter Shop is an online direct-to-consumer retailer of quilting fabrics, precut bundles, quilt kits, patterns, notions, books, and cross stitch supplies, founded in 2003 by Kimberly Jolly and headquartered in Kyle, Texas. The platform aggregates SKUs from over 30 fabric manufacturers including Moda Fabrics, Riley Blake Designs, Robert Kaufman, and Art Gallery Fabrics, organized by designer, collection, manufacturer, theme, and color to enable discovery by hobbyist and intermediate quilters. The core product range spans yardage priced $7.98-$19.98 per yard, precut assortments (fat quarters, jelly rolls, layer cakes, charm packs) priced from approximately $12.98 to $47.98, and complete quilt kits ranging from beginner to advanced at higher price points such as the $179.98 Jane Austen Coverlet Kit.

The business operates a product-led go-to-market model anchored on free shipping above $80, a referral program, and a content ecosystem that includes the Jolly Jabber blog, a YouTube channel, free pattern libraries (including the Sewcialites sew-along series), and active social media accounts across Facebook, Instagram, Pinterest, and TikTok. Revenue mechanics combine transactional product sales with recurring subscription clubs — notably the Sew Sampler quarterly box, multiple precut fabric clubs, the Aurifil Thread Club, and Block of the Month programs — alongside licensed collections such as the Jane Austen-themed fabric lines and exclusive co-developed patterns with partners like It's Sew Emma.

Fat Quarter Shop, LLC is a privately held, family-owned entity (Kimberly Jolly as Founder; Kevin Jolly as Owner/Chairman & CEO) that has operated continuously for 23 years without disclosed external funding. The company employs 51-100 staff, ships domestically within the United States, and has no mobile app, public API, or stated AI capabilities, positioning it as a content-and-community-driven specialty e-commerce operator rather than a technology-first business.

Name

Fat Quarter Shop

Legal name

Fat Quarter Shop, LLC

Website

https://fatquartershop.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Fat Quarter Shop is a US-based online retailer selling quilting fabric, precut bundles, kits, patterns, notions, and cross stitch supplies to hobbyist and intermediate crafters, supplemented by subscription clubs and a content ecosystem spanning blog, YouTube, and social media.

Ownership category

akta.pro rank

Product category

Online Quilting Fabric Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Quilting & Patchwork Shops (CRALADAB)

akta.pro secondary industries

General Fabric & Textile Stores (CRALADAA), Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH), Yarn, Knitting & Crochet Supplies Retail (CRALACAF)

Keywords

• Quilting fabric retail
• Precut fabric bundles
• Quilt kits patterns
• Sewing supplies
• Cross stitch supplies

Headquarters

HQ city

Buda

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer e-commerce selling quilting fabrics, precut fabric bundles, quilt kits, patterns, notions, books, and cross stitch supplies. Revenue generated through one-time product purchases with free shipping threshold at $80.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Fat Quarter Shop operates an online quilting fabric storefront selling quilting fabric by the yard, precut fabric bundles (fat quarters, jelly rolls, layer cakes, charm packs), quilt kits, quilt patterns, notions, thread, books, and cross stitch supplies. The business also runs subscription-based clubs including the Sew Sampler Subscription Box and various Block of the Month programs, supported by free educational content such as the Jolly Jabber blog and YouTube tutorials.

Product overview

Fat Quarter Shop is an established online quilting fabric e-commerce platform offering a comprehensive selection of quilting products and supplies. The core offering centers on quilting fabric sold by the yard and in precut bundles (Fat Quarters, Jelly Rolls, Layer Cakes, Charm Packs), complemented by quilt kits, patterns, books, and quilting notions including thread, batting, and tools. The business operates subscription-based Clubs including the Sew Sampler Subscription Box and various Block of the Month programs, providing ongoing engagement for customers. Additional categories include cross stitch supplies, crochet & knitting, reproduction fabrics, woven cottons, muslin fabrics, and home & gift items for quilters. The platform also provides free educational content through the Jolly Jabber Blog, quilting videos on YouTube, Cross Stitch University, and free pattern series like Sewcialites.

Differentiator

Problem solved

Functional benefit

Products and services

• Quilting Fabric by the Yard Full-yard quilting fabric sold by the yard from over 30 manufacturers including Moda Fabrics, Riley Blake Designs, Robert Kaufman, and Art Gallery Fabrics, available in various themes, colors, and fabric types for quilters and sewists.
• Precut Fabric Bundles Pre-cut fabric bundles including Fat Quarter Bundles, Half Yard Bundles, One Yard Bundles, Fat Eighth Bundles, Jelly Rolls (2.5-inch strips), Honey Buns (1.5-inch strips), Jolly Bars (5-inch x 10-inch), Layer Cakes (10-inch squares), Charm Packs (5-inch squares), and Mini Charm Packs (2.5-inch squares) for quilters seeking convenience.
• Quilt Kits Complete quilt-making kits available in various sizes (Crib, Lap, Bed, Tablerunner and Wallhangings) and difficulty levels (Easy, Intermediate, Advanced), including themed kits for Christmas, Baby, and seasonal projects that bundle fabric and patterns together.
• Sew Sampler Subscription Box Quarterly subscription box containing curated quilting fabrics, patterns, and notions delivered to subscribers, with optional finishing kits available for completing featured projects.
• Quilt Clubs and Block of the Month Programs Subscription-based clubs including Fat Quarter Bundle Clubs, Jelly Roll Club, Layer Cake Club, Charm Pack Club, Mini Charm Pack Club, Aurifil Thread Club, and Cross Stitch Clubs, plus Block of the Month programs and Sew Along events providing recurring fabric deliveries.
• Quilting Notions and Tools Wide range of quilting tools and supplies including thread (Aurifil, Cross Stitch Floss), batting, binding tools, rotary cutters, scissors, rulers, templates, needles and pins, marking tools, lighting, longarm quilting supplies, and sewing machines.
• Quilt Patterns Quilt patterns available as downloadable PDFs, paper patterns, and free patterns, organized by precut type (Fat Quarter, Fat Eighth, Jelly Roll, Layer Cake, Charm Pack, Mini Charm Pack), difficulty level, and theme (Baby, Bag, Holiday, Mini, Pillow, Table Runner, Wall-Hanging, T-shirt quilts).
• Cross Stitch Supplies

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered primary, core and minor.

• Moda FabricsprimaryChannel Partner/ Reseller/ DistributorPrimary fabric supplier offering extensive range of quilting fabrics. Fat Quarter Shop is an authorized retailer featuring Moda fabric collections, Bella Solids, and Moda precuts including fat quarters, jelly rolls, and charm packs.
• Riley Blake DesignsprimaryChannel Partner/ Reseller/ DistributorAuthorized retailer for Riley Blake Designs fabric collections including Confetti Cotton Solids and various fabric lines.
• Aurifil ThreadcoreChannel Partner/ Reseller/ DistributorPartnership offering Aurifil Thread Club and exclusive thread products for quilting and cross stitch.
• Wichelt ImportscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Wichelt cross stitch cloth and supplies with promotional discounts.
• Jane Austen's HouseminorStrategic or Co-development PartnerLicensed fabric collection featuring Jane Austen-inspired designs including Northanger Abbey, Emma, and Pride & Prejudice fabric lines.
• It's Sew EmmaminorStrategic or Co-development PartnerFQS Exclusive Edition partnership for quilt books and patterns including Fat Quarters by the Dozen and AlphaClippies specialty marking clips.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Missouri Star Quilt Company: Hamilton, Missouri-based online quilt fabric retailer offering fabric by the yard, precut bundles, kits, patterns, and subscription programs (Block of the Month). Highly comparable business model, target customer (quilters), and product mix as Fat Quarter Shop.
• LoveCrafts: UK-headquartered online marketplace and retailer for yarn, fabric, sewing, knitting, and quilting supplies with subscription programs. Comparable e-commerce-only model, community-driven content, and overlapping product categories with a broader craft scope.
• Connecting Threads: Online retailer of fabric, quilting supplies, patterns, and kits with strong private-label offering and a quilting/sewing community. Comparable e-commerce-only motion and overlapping product categories with Fat Quarter Shop.
• Keepsake Quilting: Long-running online and catalog quilt fabric retailer selling yardage, kits, precuts, patterns, and notions to quilters. Closely comparable assortment, customer base, and direct-to-consumer e-commerce motion.
• Shabby Fabrics: Online quilt fabric and kit retailer featuring designer collaborations, BOM programs, and video tutorials. Comparable mix of curated designer fabric, kits, subscription/BOM programs, and content-driven marketing.
• Herrschners: Long-standing direct-to-consumer retailer (catalog and online) offering quilting fabrics, kits, yarns, needlework, and crafts. Comparable customer base of home-based hobbyists and similar mix of fabric, kits, and notions.

Broad incumbents

• Etsy: Global online marketplace that hosts a large volume of independent quilting fabric shops, precut bundles, kits, and patterns. Competes indirectly with FQS by aggregating many small sellers, though it is not a vertically integrated fabric retailer.
• JOANN: Large national specialty retailer of fabrics, sewing, quilting, and craft supplies with both physical stores and a significant e-commerce operation. Overlaps with FQS in fabric yardage, notions, and kits but operates as a broad craft incumbent rather than a quilting specialist.
• Hobby Lobby: National craft and home decor retailer carrying fabric, sewing notions, and craft supplies across a broad assortment. Competes with FQS for the casual quilting/sewing customer but does not specialize in quilting.

Emerging players

• Hawthorne Supply Co. Online quilt fabric and supply retailer carrying curated designer lines with a modern aesthetic and content-led marketing. Comparable niche focus on quilting but smaller scale and a more design-forward positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/fatquartershop
• Facebookfacebook.com/FatQuarterShop
• Instagraminstagram.com/fatquartershop
• Pinterestpinterest.com/fatquartershop
• TikToktiktok.com/@fatquartershop
• Xx.com/FatQuarterShop
• LinkedInlinkedin.com/company/fat-quarter-shop

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 Fat Quarter Shop