What Missouri Star Quilt Company does

Missouri Star Quilt Company, founded in November 2008 by Jenny and Ron Doan in Hamilton, Missouri, is a privately held, family-controlled specialty retailer that sells quilting supplies — primarily precut fabric bundles (Charm Packs, Jelly Rolls, Layer Cakes, Fat Quarter Bundles, Honey Buns), fabric by the yard, notions, kits, patterns, embroidery and English paper-piecing supplies, bag-making materials, and sewing furniture — through two distribution channels operating in parallel: a global direct-to-consumer e-commerce site (missouriquiltco.com) and 12 themed quilt shops located on main street in Hamilton, a 1,500-person town the company has rebranded as 'Quilt Town, USA'.

The company's go-to-market is community-led rather than traditional paid acquisition: Jenny Doan's YouTube quilting-tutorial channel is the largest in the category with 500,000+ subscribers and hundreds of tutorials, and this content funnel is supplemented by email newsletter, organic social (Facebook, Instagram, Pinterest, Twitter/X), the Missouri Star Quilting Tutorials blog, an influencer program on grin.live, and a recurring "Daily Deal" promotion offering 40%-100% off a single item. A secondary recurring-revenue asset is BLOCK Magazine, the company's own quilting-inspiration publication. The founders deliberately named and standardized the precut bundle conventions that have become category vocabulary in the quilting hobby.

Monetization is one-time transactional retail at varying unit prices (patterns from $8.50 up to complete kits at $139.95; daily-deal items discounted up to 100%), with no subscription pricing model and no disclosed external funding, M&A, or institutional ownership. The Doan family retains control; Jenny Doan's son Alan (a co-founder) and David Mifsud built the original online operation, and Mike Mifsud now serves as CEO alongside co-founder Al Doan. The business spans sewing services, physical retail, e-commerce, content/media, and tourism — all anchored to a single hobbyist niche.

Name

Missouri Star Quilt Company

Legal name

Missouri Star Quilt Company

Website

https://missouriquiltco.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Missouri Star Quilt Company is a privately held, family-owned specialty retailer that sells quilting fabrics, precuts, notions, kits, and patterns online and through 12 themed shops in Hamilton, Missouri, acquiring customers primarily through the largest quilting YouTube channel and community-led content.

Ownership category

akta.pro rank

Product category

Quilting Supplies Retail

NAICS

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

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Textile Mill Products (2200), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

General Fabric & Textile Stores (CRALADAA)

akta.pro secondary industry

Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG)

Keywords

• Quilting fabric retail
• Precut fabric bundles
• Quilting supplies
• Sewing notions
• Quilt patterns

Headquarters

HQ city

Hamilton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer online sales of quilting fabrics, precuts, notions, kits, patterns, and sewing supplies through missouriquiltco.com website. Also operates physical retail locations in Hamilton, Missouri.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Missouri Star Quilt Company sells quilting fabrics, precut fabric bundles, notions, tools, kits, and patterns directly to consumers through its e-commerce website and 12 physical shops in Hamilton, Missouri. The company also operates the largest quilting channel on YouTube (500,000+ subscribers), offers longarm machine quilting services, and publishes the BLOCK Magazine. Its proprietary Precut Fabric System provides coordinated fabric bundles in standard shapes and sizes (Charm Packs, Jelly Rolls, Layer Cakes, Fat Quarter Bundles, Honey Buns).

Product overview

Missouri Star Quilt Company operates an e-commerce platform offering over 30,000 bolts of fabric and hundreds of quilting products. The core product line centers on precut quilting fabrics (Charm Packs, Jelly Rolls, Layer Cakes, Fat Quarter Bundles, and Honey Buns), fabric by the yard in various styles (solid, batik, designer prints, backing), and quilting notions including thread, batting, stabilizers, and tools. The company also offers quilt kits, quilt patterns, machine quilting services, BLOCK Magazine, quilting tutorials through their YouTube channel, and the Quilter's Daily Deal promotional program. Products are sold through the main website with physical retail locations in Hamilton, Missouri (Quilt Town, USA).

Differentiator

Problem solved

Functional benefit

Products and services

• Precut Fabrics

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Others

• Etsy: Global marketplace for handmade and vintage goods, hosting thousands of independent quilt fabric shops, precut sellers, and quilters. Adjacent participant enabling niche sellers and indie fabric designers that compete for the same end customer's quilting spend.
• Moda Fabrics: Designer and wholesaler of quilt fabrics, supplying precut bundles and collections that flow into Missouri Star's and other retailers' assortments. Adjacent ecosystem participant as a fabric design/manufacturing supplier rather than a direct retail competitor.

Direct peers

• Connecting Threads: Direct-to-consumer quilting and sewing supplies retailer offering fabric by the yard, kits, patterns, and notions. Closely comparable as a multi-channel quilting specialist competing for the same hobbyist quilter wallet share.
• Fat Quarter Shop: Online specialty retailer of quilting fabrics, precuts, kits, and notions. Direct competitor in the same niche, targeting the same hobbyist quilter customer with overlapping precut bundle assortments and tutorial-driven content marketing.
• Keepsake Quilting: Specialty quilting retailer selling precuts, fabric by the yard, kits, and patterns online with a heritage catalog. Comparable as a long-standing niche quilter-focused merchant with overlapping product depth and customer base.
• Shabby Fabrics: Online quilting shop offering precut bundles, kits, fabric by the yard, and patterns with video tutorial content. Directly comparable as a content-driven, niche quilting retailer pursuing the same customer acquisition playbook.
• Hancock's of Paducah: Long-running quilting fabric and supplies retailer serving hobbyist quilters with precuts, kits, and themed collections. Highly comparable in target customer, product mix, and direct-to-consumer distribution model.

Broad incumbents

• Fabric.com (Amazon): Amazon-owned online fabric and sewing supplies store offering broad fabric by the yard, notions, and tools. Broad incumbent competing on selection, convenience, and Prime logistics rather than quilting-specific curation.
• JOANN: National big-box craft and fabric retailer carrying fabric, precuts, notions, kits, and patterns across hundreds of stores. Broad incumbent in the same product categories serving hobbyist quilters as part of a much larger general craft assortment.
• Hobby Lobby: Large national craft retailer with deep fabric, precut, and sewing supplies assortments. Broad incumbent competing on price, scale, and physical footprint rather than quilting-specific specialization.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/missouriquiltco
• YouTubeyoutube.com/user/MissouriQuiltCo
• Facebookfacebook.com/quiltingdeals
• Instagraminstagram.com/missouriquiltco
• Pinterestpinterest.co.uk/missouriquiltco
• LinkedInlinkedin.com/company/1955068

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Missouri Star Quilt Company