What Clover USA does

Clover USA, legally Clover Needlecraft, Inc., is the North American distribution and brand-operating subsidiary of Japanese parent Clover Co., Ltd. Founded in Los Angeles in 1983 and now headquartered at 1441 S. Carlos Ave., Ontario, California, the company manufactures, distributes, and retails sewing notions, knitting and crochet tools, quilting accessories, and craft supplies under the heritage Clover brand, which traces its origins to 1925 in Japan. The product portfolio spans three primary categories (Knitting & Crocheting, Sewing & Quilting, and Crafts & Beading) and includes proprietary lines such as Takumi bamboo and metal needles, Amour ergonomic elastomer-handled crochet hooks, Wonder Clips fabric-holding clips, Hot Hemmers, Pom-Pom Makers, Tassel Makers, Kanzashi Flower Makers, and the Beading Loom, with unit prices ranging from approximately $2.75 to $115.50 and most items clustered in the $5-$30 range. The product technology is largely mechanical and ergonomic, focused on precision machining, comfort-oriented materials (elastomer rubber grips, bamboo), and specialized designs for craft-specific tasks (e.g., flat-tip embroidery threaders, color-coded sizing). Clover USA operates a direct-to-consumer e-commerce storefront built on Shopify, complemented by a dealer/retailer network of independent craft stores, yarn shops, and art supply retailers across the United States and Canada accessed via the company's store locator. The business model is straightforward product sales (one-time unit purchases, no subscription or licensing layer) with flat-rate shipping ($6.99 to $10.99, free at $100+) and periodic 50% and 40% off clearance promotions. Customer acquisition is driven by content marketing, including the Tool School video tutorial platform, free PDF project sheets across six craft categories, a brand blog, an email newsletter, and an active social presence on Facebook, Instagram, TikTok, Pinterest, and YouTube. The company serves three primary persona segments (Knitting and Crochet Enthusiasts, Sewing and Quilting Enthusiasts, and general Craft Enthusiasts) with a horizontal segmentation approach, and does not currently offer international direct shipping despite its Canadian dealer reach.

Name

Clover USA

Legal name

Clover Needlecraft, Inc.

Website

https://clover-usa.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Clover USA is the North American subsidiary of Japan's Clover Co., Ltd., manufacturing and distributing sewing notions, knitting needles, crochet hooks, quilting tools, and craft supplies via its own e-commerce site and a dealer network across the US and Canada, serving hobbyist crafters.

Ownership category

akta.pro rank

Product category

Crafting Tools and Sewing Notions

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Threads, Yarns & Sewing Notions (Sewing Thread/Embroidery Thread/Bobbins/Needles) (IMAOALAE)

akta.pro secondary industries

Quilting & Patchwork Shops (CRALADAB), Beading & Jewelry-Making Supplies Retail (CRALACAE)

Keywords

• Sewing notions
• Knitting needles
• Crochet hooks
• Quilting tools
• Craft accessories

Headquarters

HQ city

Ontario

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer and dealer sales of sewing notions, knitting needles, crochet hooks, quilting tools, and crafting accessories through e-commerce and retail distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Clover USA manufactures and distributes a proprietary line of high-quality sewing notions, knitting needles, crochet hooks, quilting tools, and crafting accessories under the Clover brand. Its catalog spans three core categories—Knitting & Crocheting (Takumi bamboo and PRO Takumi needles, Amour and Soft Touch hooks), Sewing & Quilting (Wonder Clips, bias tape makers, hot hemmers, marking tools, threaders, and Black Gold needles), and Crafts & Beading (pom-pom makers, tassel makers, Kanzashi flower makers, yo-yo makers, embroidery tools, needle felting tools, beading looms, and yarn). The company sells directly to consumers via its e-commerce site and through a North American dealer network of independent craft stores.

Product overview

Clover USA is a manufacturer and retailer of sewing notions and crafting accessories, operating as the North American subsidiary of Clover Co., Ltd. (Japan). Founded in 1983 in Los Angeles, the company produces a diverse portfolio of handcraft tools organized into three main categories: Knitting & Crocheting (Takumi bamboo needles, PRO Takumi circular needles, interchangeable systems, Tunisian crochet hooks, Amour ergonomic crochet hooks, Soft Touch hooks, and stitch markers), Sewing & Quilting (Wonder Clips, Bias Tape Makers, Hot Hemmers and Rulers, threaders, marking tools, Wonder Fuse, fabric folding pens, and needles), and Crafts & Beading (Pom-Pom Makers, Tassel Makers, Yo-Yo Makers, Kanzashi Flower Makers, embroidery tools, needle felting tools, beading looms, and yarn). The company sells directly to consumers via its Shopify e-commerce platform while maintaining a dealer locator network across North America. Clover also provides complementary educational content through free project sheet PDF downloads organized by craft category and a Tool School video tutorial series covering product usage.

Differentiator

Problem solved

Functional benefit

Brands

• Takumi: Premium knitting needles and crochet hooks, including bamboo circular needles, double-pointed needles, single-pointed needles, and Tunisian crochet hooks.
• Amour
• Wonder Clips

Products and services

• Takumi Bamboo Knitting Needles Smooth bamboo knitting needles in single-point, double-point, and circular styles for hobbyist knitters working with various yarn weights.
• PRO Takumi Circular Knitting Needles Professional-grade circular knitting needles with polished tips for smooth knitting, offered in 16in, 24in, and 32in lengths and sizes from 2.0mm to 10.0mm.
• Takumi Interchangeable Circular Knitting Needles Interchangeable circular knitting needle system with cord lengths from 16in to 48in and needle sizes from 3.25mm to 10.0mm, allowing custom combinations for different project requirements.
• Takumi Tunisian Crochet Hooks Tunisian crochet hooks including interchangeable and double-ended options in sizes from E (3.50mm) to L (8mm) for Tunisian crochet projects.
• Amour Crochet Hooks Ergonomic crochet hooks with smooth elongated handles featuring elastomer rubber grips for comfort and reduced fatigue, color-coded by size, available from 2.0mm to 15mm.
• Amour Steel Crochet Hook Set 7-piece set of steel crochet hooks with elastomer handles in sizes No. 0 (1.75mm) through No. 12 (0.60mm); latex-free design for users with sensitivities.
• Soft Touch Crochet Hooks Crochet hooks with cushioned grip handles available in aluminum and steel variations covering sizes from 0.50mm to 7.0mm.
• Wonder Clips Spring-action clips that hold fabric layers together during sewing and quilting in place of pins, available in regular, mini, jumbo, and triple-wide sizes.
• Bias Tape Makers Tools for creating bias tape from fabric strips, available in multiple widths including 1/2 inch and 1 inch sizes for sewing applications.
• Hot Hemmers and Hot Rulers Heat-resistant tools for folding and pressing hems and seams, including Hot Hemmer, Hot Hemmer Square, and Hot Ruler in regular and large sizes.
• Pom-Pom Makers Plastic pom-pom making tools in extra small, small, large, and extra large sizes for creating decorative pom-poms for craft projects.
• Tassel Makers Tools for creating decorative tassels in small and large sizes, including a guide for consistent tassel making.
• Needle Felting Tools Needle felting equipment including pen-style tool, standard needle tool, refill needles in fine and heavy weights, felting mats, and natural wool roving in various colors.
• Embroidery Tools Embroidery accessories including hoops (4-3/4 inch to 7 inch), threaders, stitching tools, punch needle tools, and needle refills in various ply weights.
• Limited Edition Embroidery Threader (Purple) Needle threading tool with flat tip design for smooth threading with thick threads, suitable for all thread types and embroidery needles; offered in a limited-edition purple colorway.
• Threaders Needle and yarn threading tools including desk needle threaders, double needle threaders, quick desk threaders, quilting threaders, and yarn threaders in multiple colors.
• Marking Tools Fabric marking products including Chaco Liners, water-soluble markers, air-erasable markers, white ink markers, water-soluble pencils, and iron-on transfer pencils.
• Stitch Markers and Holders Knitting accessories including quick-locking stitch markers (small/medium/large), stitch rings, locking markers, split ring markers, cable stitch holders, and circular stitch holders.
• Darning Yarn Mending and darning yarn in 16 colors including beige, red, blue, green, yellow, brown, pink, gray, rouge, lake, emerald, orange, earth, rose, purple, and denim.
• Black Gold Needles Premium hand sewing needles with black oxide coating, available in applique/sharps and quilting varieties in sizes 9, 10, and 12.
• Wonder Fuse Fusible webbing for fabric bonding and appliqué, available in 18 inch by 3 yard rolls for quilting and sewing projects.
• Yarn Ball Winder Manual and automatic yarn winding device for creating center-pull yarn balls from skeins with even tension during winding.
• Fabric Tube Maker Tool for creating fabric tubes from bias-cut strips for piping, ties, and decorative elements; sold at $19.50.
• Pattern Cutting Guide Sewing tool for accurate pattern cutting; sold at $17.00.
• Quick Yo-Yo Makers Fabric manipulation tools for creating yo-yo/fabric circles in multiple sizes from extra small to jumbo for decorative crafting projects.
• Flower Makers (Kanzashi) Tools for creating Kanzashi-style fabric flowers including orchid, pointed petal, and gathered petal varieties in small and large sizes.
• Beading Loom Weaving loom for beadwork and jewelry making that creates structured bead patterns for bracelets and necklaces.
• Stuffing Tools Fabric filling tools in small and large sizes for stuffing toys, pillows, and crafts with even distribution.
• Craft Storage Wraps Decorative cord and cable organization wraps featuring Cat, Cord, Kiku, and Sakura patterns, priced at $73.50 for the Cat variant.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lion Brand Yarn: Large US yarn brand with an adjacent tools and accessories business. Comparable as a broad craft supplier serving the same knitting/crochet customer base, though primarily a yarn company rather than a dedicated notions manufacturer.
• Michaels (The Michaels Companies): Largest US specialty craft retailer carrying Clover, Dritz, and private-label notions. Comparable as a channel partner and competitive context for Clover's pricing, placement, and dealer economics.
• Fiskars: Large craft and cutlery incumbent whose sewing and quilting scissors, rotary cutters, and cutting tools overlap with Clover's marking and cutting notion categories. Comparable as a broad craft-tools incumbent with overlapping SKU space.

Direct peers

• Prym: Long-established German manufacturer of sewing notions, knitting needles, crochet hooks, and quilting tools. Directly comparable as a multi-category notions brand with overlapping product types (needles, clips, threaders) and similar specialty-channel distribution.
• WeCrochet: Crochet-focused craft retailer carrying its own hook and tool lines. Comparable to Clover on dedicated crochet tooling, e-commerce distribution, and enthusiast targeting.
• Susan Bates: Specialist maker of knitting needles, crochet hooks, and knitting accessories. Comparable as a competing specialty tool brand targeting the same yarn and fiber-art customer base that Clover serves with Takumi and Amour.
• Knit Picks: DTC-focused yarn and knitting tool retailer with proprietary needle and hook lines. Directly comparable to Clover on direct-to-consumer e-commerce motion, tool ownership, and yarn-craft customer segments.
• Dritz: Heritage US sewing notions brand offering pins, clips, marking tools, and quilting accessories. Closely comparable to Clover on product category, target customer (home sewists and quilters), and distribution through independent and chain craft retailers.
• Addi (Skacel): German premium circular knitting needle and crochet hook maker, well known among enthusiast knitters. Comparable to Clover Takumi on premium needle positioning and on enthusiast-grade circular/interchangeable systems.

Others

• Clover (Japan): Parent company and global manufacturer of the Clover brand. Included as a parent/strategic counterparty rather than a market competitor — relevant for understanding product roadmap, IP, and cross-border product flow into Clover USA.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@cloverusa
• Facebookfacebook.com/cloverneedlecraft
• Instagraminstagram.com/cloverusa
• Pinterestpinterest.com/cloverusa
• TikToktiktok.com/@cloverneedlecraft
• Xx.com/cloverusa
• LinkedInlinkedin.com/company/clover-needlecraft-inc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Clover USA