Sculpd

What Sculpd does

Sculpd is a UK-based direct-to-consumer e-commerce company that designs, manufactures, and sells air-dry clay craft kits for at-home use, eliminating the need for kilns or studio equipment. The company's flagship product is the Sculpd Pottery Kit, which uses a proprietary air-dry clay formulation containing special fibres that harden within 24-48 hours and is engineered to resist cracking during drying. A waterproof gloss and matte varnish system produces a ceramic-like finish without kiln firing. The product portfolio spans pottery kits, candle making kits (using eco non-toxic soy wax), wall art kits (textured canvas, Paint-by-Numbers), and kids kits for ages 4-9, sold both as individual kits and themed bundles (Ultimate Pottery Bundle, Date Night Bundles, Double Date Night Bundle combining pottery and candle making for four people, Group Pottery Bundles for 4-8 makers).

The company operates exclusively through its own branded e-commerce storefronts, serving consumers across five localized markets (UK, US, Canada, EU, Australia) under Sculpd Ltd, a privately held UK limited company headquartered in London. Revenue is generated entirely through one-time product purchases priced from £39 to £104, supplemented by add-on accessories (clay bags, varnish, UV resin, letter stamps, paint sets) and gift cards. Klarna is offered for flexible payments, with free DPD next-day shipping on UK mainland orders over £35 and a 30-day returns policy. Customer segments include couples seeking date-night experiences, families with children, gift shoppers, solo hobbyists, social group hosts, and a small corporate gifting/B2B team-building layer accessed through a dedicated gifting portal.

Sculpd was co-founded by Giles Harrison and Guy Vero and is operated by a lean team of 1-10 employees. No external venture capital funding rounds, institutional investors, or parent company relationships have been disclosed. The company has reportedly served over 500,000 makers and over 1 million date-night experiences, with marketing driven primarily by organic social media (Instagram, TikTok, YouTube, Pinterest, Facebook), a referral programme offering 15% discounts, an email newsletter (Sculpd Insider), and earned media coverage in GQ, Good Housekeeping, Refinery 29, Stylist, SELF, and The Observer.

Name

Sculpd

Legal name

Sculpd Ltd

Website

https://sculpd.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sculpd is a UK-based direct-to-consumer e-commerce company selling air-dry clay craft kits for home use. It serves couples, families, gift shoppers, and hobbyists across five markets (UK, US, Canada, EU, Australia) through its own branded storefronts.

Ownership category

akta.pro rank

Product category

Craft Kits

NAICS

Pottery, Ceramics, and Plumbing Fixture Manufacturing (327110)

SIC

Pottery & Related Products (3260)

akta.pro primary industry

Kids Crafts & Educational Craft Kits Retail (CRALACAG)

Keywords

• Pottery craft kits
• Air-dry clay products
• Candle making kits
• Wall art kits
• Kids craft kits

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Sculpd generates revenue through direct-to-consumer sales of craft kits and accessories via its e-commerce platform. Revenue is primarily one-time purchase based with no subscription model. Products include pottery kits, candle making kits, wall art kits, kids kits, and add-on supplies like extra clay, varnish, and letter stamps.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sculpd is a direct-to-consumer e-commerce brand that designs, manufactures, and sells at-home craft kits built around proprietary air-dry clay technology. Its flagship offering is the Sculpd Pottery Kit, complemented by candle making kits, wall art kits (including Paint-by-Numbers), kids kits for ages 4-9, and themed bundles (Date Night, Double Date Night, Ultimate Pottery, Group Pottery for 4-8 makers). The company also runs a corporate gifting portal and virtual pottery classes for team building.

Product overview

Sculpd is a direct-to-consumer craft kit company offering an integrated portfolio of home-based creative activities. The core product line centers on the Sculpd Pottery Kit (air-dry clay crafting with no kiln required) and Sculpd Candle Making Kit, both supported by Wall Art Kits (including NEW Paint-by-Numbers), Kids Kits (ages 4-9), and Paint Sets/Paint Pens. These are sold as individual kits or bundled into themed packages: Ultimate Pottery Bundle, Date Night Bundles, Double Date Night Bundle (combining pottery and candle making for 4 people), and Group Pottery Bundles (for 4-8 makers). Add-on products include Extras (Clay Bags, Varnishes, UV Resin, Letter Stamps) and Gift Cards. The company also offers Corporate Events (Virtual Pottery Classes and Team Building) and educational content via Clay School with video tutorials.

Differentiator

Problem solved

Functional benefit

Products and services

• Sculpd Pottery Kit The flagship air-dry clay pottery kit that lets users shape, paint, and seal pottery creations at home without a kiln. Includes 1.8kg clay, paint set, tools, varnish, and a 36-page step-by-step guide; rated 4.9 stars with 1,586+ reviews. Available in standard (£45 sale / £58 regular) and no-paint variants.
• Sculpd Candle Making Kit Scented candle making kit using eco non-toxic soy wax, fragrance oils, wicks, and step-by-step guides; designed to combine with pottery for creative experiences. Priced at £45 (sale) / £58 (regular).
• Wall Art Kits

Quantifiable outcome

• 4.9 out of 5 star average rating from 1,586 reviews indicating high customer satisfaction
• +1 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• CraftSubscription.co.uk: UK-based craft subscription service delivering monthly craft kits to subscribers. Relevant subscription-based counterpoint to Sculpd's one-time purchase model, targeting the same at-home craft audience.
• Paint by Numbers Shop: Specialist online retailer of paint-by-numbers kits in the UK and EU markets. Directly comparable to Sculpd's newly launched Paint-by-Numbers line and targets a similar adult creative hobbyist segment with a single-category focus.

Broad incumbents

• Etsy: Global online marketplace for handmade, vintage, and craft goods including pottery, candles, and DIY kits. Comparable on the artisanal/homemade gifting dimension and competes for the same experiential gift shopper wallet, but at vastly larger scale and breadth.
• Hobbycraft: UK's largest specialist arts, crafts, and hobbies retailer with both physical stores and e-commerce. Comparable in craft category coverage and UK consumer base, but operates a far broader assortment of craft supplies rather than Sculpd's focused kit-and-bundle model.
• Notonthehighstreet: UK curated marketplace for unique gifts and lifestyle products from independent makers. Directly relevant to Sculpd's gifting positioning and date-night gift use case, though operates as a multi-seller marketplace rather than a single-brand DTC kit company.
• Cass Art: UK high-street retailer of artist-grade art supplies, paints, brushes, and canvases. Overlaps with Sculpd on the artist supply dimension (acrylic paints, varnishes, canvas kits) but does not compete directly in pre-bundled craft kits.
• Made.com: D2C home and lifestyle brand with comparable direct-to-consumer operating model and editorial-led marketing. Less direct product overlap, but relevant benchmark for UK-founded DTC brand scaling and multi-market storefront execution.

Direct peers

• KiwiCo: Subscription-based STEM and craft kit company serving kids and families globally. Highly relevant peer given Sculpd's Kids Kits (ages 4-9) and shared at-home craft category, though KiwiCo leads on subscription mechanics and venture-backed scale.
• The Crafty Kit Co: UK-based direct-to-consumer craft kit brand offering curated kits across multiple craft categories. Closest direct competitor to Sculpd with overlapping target market (adults, families, gift buyers), similar bundle/kit structure, and identical experiential gifting positioning.

Regional players

• Bloom & Wild: UK-founded D2C flower and gifting brand with similar premium positioning, letterbox-friendly packaging, and date/gifting occasion marketing. Comparable as a UK D2C gifting peer but in flowers rather than craft kits, useful benchmark for DTC gifting unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/sculpd
• YouTubeyoutube.com/sculpd
• Facebookfacebook.com/sculpdit
• LinkedInlinkedin.com/company/sculpd
• Instagraminstagram.com/sculpdit
• TikToktiktok.com/@sculpd
• Pinterestpinterest.com/sculpd

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 Sculpd