What Singer Sewing does

Singer Corporation is an American manufacturer of sewing machines. Since 1851, the name SINGER has been synonymous with sewing. This was the year of Isaac Singer's patent on the first practical sewing machine, marking the official beginning of SINGER as a company and its leadership in the industry. The spirit of practical design and creative innovation that characterized the company at its beginning continues today as they develop products for every level of sewing. SINGER has celebrated many firsts, including the world's first zig-zag machine, the first electronic machines, the first sewing assistant app for mobile devices, and much more. From fashions to home décor, embroidery, quilting and more, SINGER is dedicated to helping people express themselves through the craft of sewing.

Name

Singer Sewing

Legal name

Singer Sourcing Limited LLC

Website

https://www.singer.com

Company type

Public

Founded year

1851

Operating status

Operating

Headcount range

11–50 employees

Short description

Singer Sewing is an American manufacturer of sewing machines.

Ownership category

akta.pro rank

Product category

Home Sewing Machines

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913)

akta.pro primary industry

Sewing Machine & Serger Retail (CRALADAD)

akta.pro secondary industries

Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Craft Cutting & Sewing Technology Retail (Cutting Machines, Software, Tools) (CRALADAM), Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)

Keywords

• Sewing machines
• Embroidery machines
• Serger overlock machines
• Quilting machines
• Sewing accessories

Headquarters

HQ city

La Vergne

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Core offering

Singer Sewing manufactures and sells sewing machines, embroidery machines, sergers/overlock machines, and quilting machines under the SINGER, HUSQVARNA VIKING, and PFAFF brands, complemented by related fabric cutting machines (MOMENTO), heat presses, fabrics, threads, notions, patterns, and accessories. The products are sold directly to individual consumers ranging from beginner hobbyists to advanced and professional sewists through online and retail channels globally.

Product overview

Singer Sewing operates as a comprehensive sewing products company offering a multi-tiered portfolio across the SINGER, HUSQVARNA VIKING, and PFAFF brands under SVP Worldwide. The core product lineup includes heavy-duty sewing machines (SINGER Heavy Duty, Smart Heavy Duty with CREATIVATE app connectivity), standard sewing machines, quilting machines (Patchwork 7285Q), embroidery machines, sergers/overlock machines, and specialized equipment like MOMENTO cutting machines and heat presses. The company supports its machines with extensive accessories including fabric (cotton, flannel, fleece), notions (bobbins, needles, thread, scissors, presser feet), embroidery hoops, dress forms, bags, batting, and patterns. HUSQVARNA VIKING and PFAFF represent premium sub-brands targeting advanced sewists with higher-end features. The portfolio is designed to serve sewists from beginner to professional levels across garment making, quilting, home decor, and crafting applications.

Differentiator

Problem solved

Functional benefit

Brands

• SINGER: Core sewing machine brand offering sewing machines, embroidery machines, sergers, quilting machines, and accessories for all skill levels.
• HUSQVARNA VIKING
• PFAFF

Products and services

• SINGER Smart Heavy Duty Sewing Machine Smart heavy-duty sewing machine with mobile connectivity through the CREATIVATE app, offering guided setup, stitch visualization, and personalized recommendations for both novice and experienced sewists. Features a Lifetime Warranty on the interior metal frame.
• SINGER Heavy Duty Next Generation Lineup Next generation SINGER Heavy Duty sewing machine lineup featuring updated design and features, backed by a Lifetime Warranty on the interior metal frame, with global retail release planned as part of the brand's 175th anniversary.
• SINGER Heavy Duty Sewing Machines Heavy-duty sewing machines known for durability and power, designed for tackling thick fabrics and demanding projects. Features a Lifetime Warranty on the interior metal frame.
• SINGER Quantum Stylist 9960 Sewing Machine Advanced computerized sewing machine with extensive built-in stitches and features suitable for experienced sewers and those seeking professional-quality results.
• SINGER Patchwork 7285Q Sewing & Quilting Machine Specialized quilting sewing machine designed for piecing and free-motion quilting with extended work areas and specialty quilting features.
• SINGER Embroidery Machines Computerized embroidery machines providing design libraries, easy-to-use software, and precise stitch quality for professional-looking results at home.
• SINGER Sergers / Overlock Machines Professional-quality overlock machines for trimming seam allowances, overcasting edges, and creating clean durable hems on knits and woven fabrics.
• SINGER Beginner Sewing Machines Reliable and intuitive sewing machines designed for first-time enthusiasts, easy to set up and simple to operate while robust enough to grow with skills.
• MOMENTO Cutting Machine Fabric cutting machine for precision cutting of fabric and materials for sewing and crafting projects.
• MOMENTO Heat Presses Heat press machines for applying designs, transfers, and embellishments to fabrics and materials.
• SINGER Refurbished Sewing Machines Expertly refurbished sewing machines offering quality at reduced prices with 10% off promotions, supporting sustainability.
• HUSQVARNA VIKING Sewing & Embroidery Machines Premium sewing and embroidery machines under the SVP Worldwide family of brands, targeting advanced sewists with high-end features.
• PFAFF Sewing & Embroidery Machines Advanced sewing and embroidery machines featuring the original IDT (Integrated Dual Feed) system and innovative technologies under the SVP Worldwide family.
• SINGER Sewing Accessories & Notions Complete range of sewing accessories including bobbins, extension tables, presser feet/attachments, embroidery hoops, needles, scissors, thread, stabilizers, sewing supplies, irons, steamers, furniture and lighting, batting, and sewing kits for all skill levels.
• SINGER Fabrics Wide range of fabrics including cotton prints and solids, flannel, fleece, apparel fabrics, and utility fabrics, available by the yard.
• SINGER Sewing Patterns Wide variety of sewing patterns from paper to digital PDF formats spanning simple to advanced projects.

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brother Industries: Global manufacturer of consumer and industrial sewing, embroidery, and quilting machines under the Brother brand, plus a broad lineup of computerized home sewing models. Direct head-to-head competitor to SINGER across mass-market and mid-tier price points with comparable multi-category accessory ecosystems.
• Janome: Japanese sewing machine manufacturer offering computerized sewing, embroidery, and long-arm quilting machines for home and small-business users. Closely comparable to SINGER's mid-to-upper tier with strong reputation for stitch quality and innovation.
• Bernina International: Swiss premium sewing and embroidery machine maker with strong positioning in long-arm quilting and high-end computerized machines. Directly competes with SINGER's premium tiers and with the HUSQVARNA VIKING and PFAFF sub-brands.
• Juki Corporation: Japanese manufacturer spanning industrial and home sewing machines, including sergers and computerized models. Direct overlap with SINGER's serger/overlock and heavy-duty offerings, particularly for high-volume and prosumers.
• Baby Lock: US-distributed brand of home sewing, embroidery, serger, and quilting machines. Competes with SINGER's embroidery and serger lines and is frequently co-stocked at independent sewing machine dealers.
• Elna: Swiss-origin sewing machine maker offering computerized and mechanical machines for hobbyists and small businesses. Comparable to SINGER in mid-tier positioning with similar accessory and notions ecosystem.

Emerging players

• Cricut: US consumer brand specializing in cutting machines, heat presses, and design software for crafting. Overlaps with SINGER's MOMENTO cutting machines and heat presses in the crafting hobbyist segment, though without traditional sewing machine exposure.
• Silhouette America: Manufacturer of electronic cutting machines for crafters and small businesses. Comparable to MOMENTO cutting machines as a competing platform for hobbyist fabric and material cutting.

Others

• Husqvarna Viking: Premium sewing and embroidery brand co-owned by SVP Worldwide alongside SINGER. Sister sub-brand offering high-end machines; not a competitor in the traditional sense but a closely comparable product portfolio within the same parent.
• PFAFF: Premium sewing and embroidery brand within the SVP Worldwide portfolio, known for the original IDT (Integrated Dual Feed) system. Sister sub-brand to SINGER with overlapping but differentiated technology positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/singerco
• YouTubeyoutube.com/@SingerSewingCompany
• Facebookfacebook.com/SingerNorthAmerica
• Instagraminstagram.com/singernorthamerica
• Pinterestpinterest.com/singerco
• LinkedInlinkedin.com/company/singer-co

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Singer Sewing