Madeira USA Ltd.

What Madeira USA Ltd. does

Madeira USA Ltd. is a privately held, wholly-owned US subsidiary of German embroidery thread manufacturer Madeira Garnfabrik Rudolf Schmidt KG (founded 1919 in Freiburg). Operating from its headquarters in Gilford, New Hampshire, the company distributes high-quality embroidery threads, stabilizers (E-Zee Backing & Topping), bobbins, and accessories to commercial embroiderers across the decorated apparel industry. Its core product portfolio spans 13 thread lines including Classic Rayon (387 solid colors), Polyneon, Frosted Matt, Fire Fighter (flame-resistant Nomex aramid), metallics, Burmilana wool/cotton blends, and sustainable lines (Polyneon Green recycled polyester, Sensa Green Lyocell). Manufacturing occurs at the German parent facility, which operates the proprietary acquaZero dyeing process that reduces water consumption by 60% and energy consumption by 40% over a four-year period; products carry OEKO-TEX Standard 100, ISO 9001, CPSIA, and flammability certifications relevant to safety-critical end markets.

The company's business model is B2B wholesale, selling thread on cones (5,500 yards) and spools (1,100 yards) at wholesale pricing to qualified commercial embroiderers, with smaller buyers charged MSRP. Order handling fees ($7.50 under $50; $3.50 or 2% above $50) and Net 30 terms for established credit accounts indicate a transactional model with embedded working capital financing. Distribution leverages 10 strategically placed US warehouses enabling next-day delivery to 96% of customers and two-day delivery to 99% via UPS Ground, supported by a 24/7 e-commerce storefront, an 8am-6pm EST inside sales line, and live chat. Complementary services include Pantone color matching, a Thread Break Calculator, custom dye lots and color cards, and the Madeira Inventory Management System (MIMS), a fee-based vendor-managed inventory offering that introduces recurring service revenue. Marketing is executed through educational content (blog, YouTube, webinars), trade show presence at Impressions Expo events, and social channels.

Internationally, Madeira operates through wholly-owned subsidiaries and authorized distributors across 60+ countries spanning Europe, Asia, South America, Africa, the Middle East, and Oceania. The US entity has a stable, long-tenured workforce (multiple employees with 20+ year tenure) and occupies a leadership position in the high-end embroidery thread segment, self-described as the leading distributor in the decorated apparel industry. No external funding, M&A, or revenue disclosures are available; the business is structured for stable, profitable operations under German parent ownership.

Name

Madeira USA Ltd.

Legal name

Madeira USA, LLC

Website

https://madeirausa.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Madeira USA Ltd. distributes high-quality embroidery threads, E-Zee stabilizers, bobbins, and accessories to commercial embroiderers across the decorated apparel industry, operating from 10 US warehouses under its German parent Madeira Garnfabrik Rudolf Schmidt KG.

Ownership category

akta.pro rank

Product category

Embroidery Thread and Supplies

NAICS

Narrow Fabric Mills and Schiffli Machine Embroidery (31322), Apparel Accessories and Other Apparel Manufacturing (315990)

SIC

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

akta.pro primary industry

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

akta.pro secondary industry

Finishing & Dyeing Contract Services (Job Work/Toll Processing) (IMAOACAL)

Keywords

• Embroidery thread
• Backing stabilizers
• Decorated apparel supplies
• Machine embroidery products
• Embroidery bobbins

Headquarters

HQ city

Gilford

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Embroidery Thread Sales: Primary revenue from selling embroidery threads including Classic Rayon, Polyneon, Frosted Matt, Fire Fighter, Metallic, Supertwist, Burmilana, Sensa Green, and specialty threads. Sold in various weights (#40, #60, #30, #12) and formats (cones 5,500 yards, spools 1,100 yards).
2. E-Zee Backing & Topping Products: Stabilizer products including cut-away, tear-away, cap, performance, and specialty backings. Water-soluble toppings and 3D foam. Completes the embroidery supply portfolio.
3. Bobbins & Accessories: Plastic-sided, paper-sided, magnetic, and sideless bobbins. Also needles, sprays, oils, adhesives, scissors, thread storage, and maintenance supplies.
4. Customization Services: Special dye lots of thread and custom backing dimensions available for a fee. Custom color cards with actual thread windings for sales staff or customers.
5. Madeira Inventory Management System (MIMS): Fee-based inventory tracking and management service where Madeira maintains customer inventory at optimal levels.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Madeira USA manufactures and distributes high-quality machine embroidery threads, stabilizers (backings and toppings), bobbins, needles, and related supplies to commercial embroiderers and decorated apparel producers across the United States. The company also offers value-added services including Pantone color matching, custom dye lots, custom color cards, and a fee-based inventory management service (MIMS). Sales are primarily wholesale to commercial accounts with MSRP pricing for non-commercial buyers.

Product overview

Madeira USA is a leading distributor of high-quality embroidery threads and supplies operating as a comprehensive one-stop shop for the decorated apparel industry. The product portfolio centers on their core thread lines including Classic Rayon (viscose rayon in #40, #60, #30, #12 weights), Polyneon (100% polyester), Frosted Matt (matte polyester), Fire Fighter (flame resistant aramid), FS Metallic and Supertwist (metallic threads), Burmilana (wool blend) and BurmilanaCo (cotton blend) for thick-spun effects, Polyester CR Metallic (polyester metallic hybrid), Polyneon Green (recycled polyester), and Sensa Green (sustainable lyocell). Complementary to threads is the E-Zee Backing & Topping sub-brand offering the industry's largest selection of stabilizers including cut-away, tear-away, cap, performance, water-soluble toppings, and specialty backings. The accessory portfolio includes bobbins (plastic-sided, paper-sided, magnetic, sideless), needles, sprays/oils/adhesives, thread storage solutions, scissors/snips/shears, tension gauges, PANTONE color guides, and color cards. Madeira also provides services including Pantone color matching, inventory management (MIMS), custom color cards, thread break calculator, and product customization.

Differentiator

Problem solved

Functional benefit

Brands

• E-Zee Backing & Topping: Largest selection of embroidery backings and toppings in the industry, including cut-away, tear-away, wash-away, cap, and specialty stabilizers.
• Classic Rayon
• Polyneon
• Frosted Matt
• Fire Fighter
• Sensa Green
• Polyneon Green

Products and services

• Classic Rayon Embroidery Thread 100% eco-friendly viscose rayon embroidery thread with high tensile strength and glossy luster. Available in #40, #60, #30, and #12 weights and 387+ solid colors. Designed to run on high-speed multi-head embroidery machines and semi-pro home machines. Sold to commercial embroiderers and home users.
• Polyneon Embroidery Thread Versatile 100% polyester embroidery thread with high shine and saturated color. Durable, colorfast, and resistant to fading and shrinkage for commercial and home embroidery.
• Frosted Matt Embroidery Thread Matte-finish polyester embroidery thread offering a distinctive soft appearance with the durability of polyester, for decorative embroidery applications.
• Fire Fighter Flame Resistant Thread Flame resistant embroidery thread made from 100% Aramid containing DuPont Nomex branded fibers. Developed for aeronautics, fire and safety, motorsports, and other applications where safety standards are required. Compliant with ISO 6941, ISO 15025, and DIN EN ISO 11612 (D+E).
• FS Metallic Embroidery Thread Smooth metallic embroidery thread with razor-thin Polyamide core and twist construction. Available in weights from thin #50 to thicker #20 for decorative metallic embroidery.
• Supertwist Metallic Thread Twisted metallic embroidery thread providing sparkle and shine for decorative embroidery applications.
• Polyester CR Metallic Thread Polyester metallic thread with high-tech color coating, washable at 95C, abrasion-resistant. Composed of 68% polyester and 32% metallized polyester.
• Burmilana Wool Blend Thread Wool blend thick-spun embroidery thread providing a hand-embroidered look when used with designs digitized for thick 12-weight threads.
• BurmilanaCo Cotton Blend Thread Cotton blend (50% natural cotton, 50% acrylic) thick-spun embroidery thread. Soft and cool due to high cotton content; used for chenille embroidery, chain stitch, fringing, and decorative seams.
• Polyneon Green Recycled Polyester Thread Recycled polyester embroidery thread as part of Madeira's eco-friendly product line.
• Sensa Green Lyocell Thread Sustainable Lyocell embroidery thread made from cellulose fibers. Eco-friendly, strong, and soft with a subtle sheen, targeted at sustainable fashion and eco-conscious brands.
• Special Effect Embroidery Threads Specialty threads including glow-in-dark, reflective, and other specialty effect threads for unique embroidery applications.
• Monolon Monofilament Thread Monofilament embroidery thread for specific embroidery applications.
• E-Zee Backing and Topping Stabilizers Comprehensive line of embroidery stabilizers under the E-Zee sub-brand, including cut-away, tear-away, cap, performance, water-soluble toppings, and specialty backings. Marketed as the largest selection of backings and toppings in the industry.
• Embroidery Bobbins Embroidery machine bobbins including plastic-sided, paper-sided, magnetic, sideless, and flame-resistant varieties, supplied to commercial embroiderers.
• Embroidery Accessories Accessories for embroidery operations including needles (ballpoint and sharp), sprays/oils/adhesives for machine maintenance, thread storage solutions, scissors/snips/shears, tension gauges (digital and manual), and Pens.
• PANTONE Color Guide Official PANTONE color matching reference for precise thread color selection across Madeira thread lines.
• Color Cards Physical thread color cards with actual thread windings for exact color matching across all thread types.
• Madeira Inventory Management System (MIMS) Fee-based inventory tracking and management service in which Madeira tracks and maintains customer embroidery supply inventory at optimal levels. Creates switching costs and recurring service revenue for commercial accounts.
• Pantone Color Match Service Interactive online tool allowing customers to enter PANTONE numbers and receive matched Classic Rayon or Polyneon thread colors with direct ordering links.
• Thread Break Calculator Interactive online tool that calculates revenue lost due to thread breaks during embroidery production, used to quantify the cost of inferior thread.
• Customization Services Custom product services for a fee including special dye lots of thread and custom backing by weight and dimensions. Custom color cards with actual thread windings are also available for sales staff or limited color selections.

Quantifiable outcome

• 60% water consumption reduction using acquaZero dyeing process
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and regional.

• Van Looy v.o.f. Int. Agencies & ImportcoreChannel Partner/ Reseller/ Distributor · 1 January 1987Belgian distributor handling Netherlands market. Located in Zaandam, Netherlands. Contact: Ms. Annelies van Looy. Handles international agencies and import for the Benelux region.
• Tajima EuropecoreChannel Partner/ Reseller/ Distributor · 1 January 1987French embroidery machine manufacturer with distribution in La Ciotat, France. Contact: Mr. Franck Raynal. Strategic partner for machine compatibility and joint marketing.
• Coats LLC (Russia)regionalChannel Partner/ Reseller/ Distributor · 1 January 1987Russian distributor based in Moscow Region. Contact: Ms. Irina Stepanova. Handles distribution in Russian markets.
• Madeira Hong Kong Ltd.coreChannel Partner/ Reseller/ Distributor · 1 January 1987Subsidiary handling Hong Kong, China (Shanghai), Laos, and Myanmar markets. Flat A & B, 4/F Everwin Centre, 72 Hung To Road, Kwun Tong. Contact: Mr. Ringo Ma.
• Madeira India Pvt. Ltd.coreChannel Partner/ Reseller/ Distributor · 1 January 1987Subsidiary handling Indian market. SCO 32, Huda Commercial Complex, Sector 18, Gurgaon 122001. Contact: Mr. Saurabh Jain, Mr. Akshay Kumar.
• Madeira Threads (Shanghai) Ltd.coreChannel Partner/ Reseller/ Distributor · 1 January 1987Subsidiary handling Shanghai and eastern China markets. No. 590 North Kaixuan Road, 200063 Shanghai. Contact: Annie Jiang.
• Madeira Asia (Thailand) Co., Ltd.regionalChannel Partner/ Reseller/ Distributor · 1 January 1987Subsidiary handling Thai market. 909 Ample Tower, 11th Floor, Debaratna Rd., Bangna Nuea, Bangkok 10260. Contact: Mr. Satit Seneesirikul.
• NS Importação e Comércio Ltda (Brazil)coreChannel Partner/ Reseller/ Distributor · 1 January 1987Brazilian distributor with three regional offices: NS SUL (Blumenau/SC), NS SUDESTE (Valinhos/SP), NS NORDESTE (Natal/RN). Contact: Mr. Paulo Haruo Kirita.
• DuPont (Nomex fibers)coreStrategic or Co-development Partner · 1 January 1987Source of Nomex branded aramid fibers used in Fire Fighter flame resistant embroidery thread. Partnership provides fire-resistant properties required for safety applications.
• OEKO-TEX AssociationcoreStrategic or Co-development Partner · 1 January 1987International certification body for textile safety. All Madeira threads certified OEKO-TEX Standard 100, confirming products are free from harmful substances and safe for human contact.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Hemingworth Inc. Newer entrant in machine embroidery thread with a focus on vibrant colors and pre-wound bobbins. Competes with Madeira in the higher-end and hobbyist-to-pro segments, particularly via direct-to-consumer channels.
• YLI Corporation: US-based thread and fiber supplier serving the embroidery, quilting, and sewing markets. Overlaps with Madeira in thread and notions, though with a smaller embroidery focus and a more artisanal/hobbyist customer base.

Broad incumbents

• Coats Group plc: Global industrial thread manufacturer (Apparel & Footwear segment) and arguably the largest direct competitor to Madeira in industrial and embroidery thread. Comparable product category, customer base (apparel manufacturers and decorators), and global distribution. Significantly larger and publicly listed.

Direct peers

• American & Efird (A&E): Major US-based industrial and embroidery thread manufacturer, owned by Elevate Textiles. Produces the Isacord embroidery thread line, which competes head-to-head with Madeira Classic Rayon in commercial embroidery shops. Closest direct peer on product and customer.
• Robison-Anton Textile Company: Long-established US embroidery thread manufacturer specializing in rayon and polyester embroidery threads. Direct competitor in commercial embroidery channel, with overlapping product positioning and a strong brand among long-tenured embroiderers.
• Gunold GmbH: German embroidery thread and backing manufacturer, very comparable to Madeira in heritage, geography (German-speaking manufacturing base), and product offering. Competes in the same European and global embroidery supply channels.
• Sulky of America: US-based embroidery thread and stabilizer manufacturer. Direct competitor in the North American hobbyist-to-commercial embroidery market with a similar one-stop-shop product portfolio (thread, stabilizers, notions).
• Fil-Tec Inc. US manufacturer specializing in pre-wound bobbins and embroidery thread, serving the commercial embroidery industry. Direct competitor in bobbins (a key accessory category for Madeira) and adjacent in thread.

Others

• Wilcom International: Embroidery digitizing software and workflow solutions provider. Not a thread competitor but a key ecosystem partner whose software tools standardize embroidery production on thread inputs. Relevant as an adjacent enabling technology for the same commercial embroiderer base.
• Tajima Industries Ltd. Japanese manufacturer of multi-head embroidery machines, the dominant installed base that commercial embroiderers run Madeira thread on. Strategic channel partner (referenced in Madeira distributor network) and indirect dependency — demand for Madeira thread is largely driven by the Tajima machine installed base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5GpUBsBxFOPX020BimErhg
• Facebookfacebook.com/madeirausa
• Xx.com/madeirausa

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries8 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 Madeira USA Ltd.