Handicraft
Handicraft, operating as Prym Americas, is a North American multi-brand craft supplies retailer and wholesaler selling sewing, quilting, knitting, crochet, embroidery, and home décor tools under the Prym, Dritz, and Omnigrid heritage brands via DTC e-commerce and wholesale accounts.
- Company typePrivate
- Founded-
- HeadquartersNew Delhi, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Handicraft firmographics
Firmographics- Name
- Handicraft
- Legal name
- Handicraft
- Website
- https://handicraft.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Handicraft, operating as Prym Americas, is a North American multi-brand craft supplies retailer and wholesaler selling sewing, quilting, knitting, crochet, embroidery, and home décor tools under the Prym, Dritz, and Omnigrid heritage brands via DTC e-commerce and wholesale accounts.
- Ownership category
- akta.pro rank
Handicraft industry classification
Industry- Product category
- Crafting Supplies
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (45913)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG)
- akta.pro secondary industries
- Quilting & Patchwork Shops (CRALADAB), Yarn, Knitting & Crochet Supplies Retail (CRALACAF), Craft Cutting & Sewing Technology Retail (Cutting Machines, Software, Tools) (CRALADAM), Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)
Keywords
Where Handicraft is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Handicraft business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Revenue generated from selling sewing, quilting, knitting, embroidery, and home décor supplies directly to consumers through the prymamericas.com e-commerce platform. Products include tools, accessories, and materials sold at retail unit pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing for individual consumers purchasing through the e-commerce platform |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Handicraft product offering
Product offeringCore offering
Handicraft (operating as Prym Americas) sells sewing, quilting, knitting, crochet, embroidery, and home décor tools and supplies through a direct-to-consumer e-commerce storefront and a wholesale account program. The product line is organized under three registered sub-brands — Prym, Dritz, and Omnigrid — covering cutting, measuring, fastening, stitching, and finishing hardware for individual hobbyists and business buyers across North America.
Differentiator
Problem solved
Functional benefit
Brands
- Prym: Primary brand offering knitting needles, crochet hooks, yarn accessories, and crafting tools
- Dritz
- Omnigrid
Products and services
- Sewing Supplies Full assortment of sewing products for hobbyist sewists covering garment construction, alterations, and repair work, sold at retail unit prices through prymamericas.com.
- Quilting Supplies Quilting product line for traditional and modern quilters, covering cutting, measuring, stitching, framing, and storage tools.
- Knitting and Crochet Supplies Yarn, knitting needles, crochet hooks, free patterns, bags, storage, and accessories for knitters and crocheters.
- Embroidery Supplies Embroidery needles, thread, hoops, frames, marking utensils, scissors, tools, and storage for embroiderers and decorative stitchers.
- Home Décor Supplies Upholstery, drapery, curtain, and furniture hardware including measuring tools, cording, cover buttons, grommets, drapery hardware, zippers, campaign hardware, decorative nails, furniture legs, and finishing tools for DIY home décor enthusiasts.
- Wholesale Account Program Bulk purchasing channel for retailers, craft stores, educational institutions, and professional crafters offering volume pricing, dedicated account management, and access to the full product catalog.
Companies that use Handicraft
Customer profileSegments6 records
Ideal customer profiles2 records
Handicraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Handicraft partnerships and signals
Strategic signalScale indicators1 record
Handicraft competitors and assessment
Company assessmentDirect peers
- JOANN: One of the largest US specialty retailers of sewing, quilting, knitting, and craft supplies, operating both physical stores and e-commerce. Directly competes with Prym Americas across notions, fabric, and craft tools, serving the same hobbyist customer base.
- Missouri Star Quilt Co. Large online-first quilting retailer offering fabric, notions, rulers, and cutting tools, with a strong content and tutorial-driven model. Directly comparable to Prym Americas' Omnigrid-driven quilting category, especially in cutting mats, rulers, and rotary tools.
- Clover Needlecraft: Specialty maker of knitting needles, crochet hooks, sewing notions, and quilting tools popular with the same crafters Prym Americas targets. Comparable product portfolio and price point, particularly within Prym's ergonomic knitting needle line.
- Connecting Threads: Direct-to-consumer online retailer of quilting, sewing, and knitting supplies serving primarily US hobbyists. Closely comparable to Prym Americas in assortment depth on notions, threads, and quilting tools, and competes for the same online sewing/quilting customer.
Emerging players
- Fat Quarter Shop: Online quilting retailer specializing in fabric, kits, and notions with a strong tutorial and YouTube presence. Comparable to Prym Americas' quilting vertical on cutting tools, rulers, and notions, though with a smaller overall assortment.
- Simplicity Creative Group: Major sewing pattern publisher (Simplicity, Butterick, McCall's, Vogue) selling directly to home sewists. Comparable as a complementary offering in the sewing ecosystem that Prym Americas serves, with overlapping customer segments around garment construction and home sewing.
Broad incumbents
- Michaels Companies: The largest US specialty retailer of arts, crafts, and hobby supplies with a broad assortment spanning sewing, quilting, and yarn. Overlaps directly with Prym Americas on sewing notions and knitting/quilting categories, but operates as a multi-category mass retailer rather than a specialist.
- Coats & Clark: Global manufacturer and supplier of sewing thread, zippers, and notions under brands such as Coats and Dual Duty. Comparable to Prym Americas on the notions side (thread, needles, fasteners), but operates upstream as a manufacturer/wholesaler rather than a retailer.
- Hobby Lobby: Major US arts, crafts, and home décor retailer carrying sewing, quilting, and yarn categories alongside broader hobby merchandise. Comparable to Prym Americas in the needlecraft and notions categories but with a substantially wider general merchandise footprint.
- Walmart (Craft & Sewing): Mass-market retailer carrying a broad assortment of sewing notions, yarn, and craft supplies at competitive prices. Represents a major pricing-pressure comparable to Prym Americas on commodity notions and fasteners.
Market position
Customer concentration
Handicraft social profiles
Digital presenceHandicraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Handicraft leadership team
Management profileNumber of profiles
Handicraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Handicraft M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Handicraft
What does Handicraft do?
Handicraft (operating as Prym Americas) sells sewing, quilting, knitting, crochet, embroidery, and home décor tools and supplies through a direct-to-consumer e-commerce storefront and a wholesale account program. The product line is organized under three registered sub-brands — Prym, Dritz, and Omnigrid — covering cutting, measuring, fastening, stitching, and finishing hardware for individual hobbyists and business buyers across North America.
Is Handicraft a public or private company?
Handicraft is a private company. It is classified as unknown and is currently operating.
When was Handicraft founded?
Handicraft was founded in -1. It employs 101 to 250 people.
Where is Handicraft based?
Handicraft is headquartered in New Delhi, India, in the Asia region.
How does Handicraft make money?
One revenue line is on record: direct E-commerce Sales.
Who are Handicraft's main competitors?
Direct peers on record are JOANN, Missouri Star Quilt Co., Clover Needlecraft and Connecting Threads. Emerging players are Fat Quarter Shop and Simplicity Creative Group. Broad incumbents are Michaels Companies, Coats & Clark, Hobby Lobby and Walmart (Craft & Sewing).
Does Handicraft have an API?
No public API is recorded for Handicraft.
What industry is Handicraft in?
Handicraft's product category is Crafting Supplies. Its primary akta.pro industry code is CRALADAG, Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons), with a secondary code of CRALADAB, Quilting & Patchwork Shops. Its NAICS code is 45913 and its SIC code is 5130.