Mary Maxim
- Company typePrivate
- Founded1963
- HeadquartersPort Huron, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Mary Maxim firmographics
Firmographics- Name
- Mary Maxim
- Legal name
- Mary Maxim
- Website
- https://marymaxim.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Mary Maxim industry classification
Industry- Product category
- Craft and Hobby Retail
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)
- akta.pro primary industry
- Yarn, Knitting & Crochet Shops (CRALADAC)
- akta.pro secondary industries
- Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Cross-Stitch & Counted Thread Shops (CRALADAF), Quilting & Patchwork Shops (CRALADAB)
Keywords
Where Mary Maxim is headquartered
LocationHeadquarters
- HQ city
- Port Huron
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mary Maxim business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- E-commerce Retail: Direct sales of yarn, knit and crochet supplies, crafts, puzzles, and patterns through the company's website. One-time product purchases at listed prices with promotions and clearance sections driving volume.
- Clubs Subscription: Monthly craft clubs (Crochet Club, Knit Club) providing recurring pattern deliveries and exclusive yarn kits. Club of the Month product priced at $18.99 with recurring delivery model.
- Gift Cards: Digital and physical gift cards sold through the website for gifting purposes.
- Shipping Services: Shipping protection upgrade available for $3.95 to expedite order processing time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mary Maxim Yarn products range |
| Unit Pricing | Pay-as-you-go | Knit and crochet kits |
| Subscription | Monthly | Clubs membership |
| Unit Pricing | Pay-as-you-go | Mystery/clearance products |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Mary Maxim product offering
Product offeringCore offering
Mary Maxim is a mail order and e-commerce merchandiser of needlework, yarn, knit and crochet kits, craft kits, jigsaw puzzles, and patterns for individual hobbyist crafters. The company curates and sells supplies from major yarn manufacturers (Lion Brand, Red Heart, Bernat, Patons, Caron, Premier) alongside its own Mary Maxim yarn brand, and offers ready-to-make project kits, downloadable patterns, and recurring craft club subscriptions for hobbyists across the United States.
Product overview
Mary Maxim is a craft and hobby retail company offering a comprehensive portfolio of yarn, knit and crochet supplies, craft kits, puzzles, and patterns. The core product categories include: (1) Yarn - a wide selection of various weights and fibers from brands like Mary Maxim, Lion Brand, Red Heart, Bernat, Premier, and others; (2) Knit & Crochet Kits - ready-to-make project kits including afghans, sweaters, and accessories; (3) Craft Kits - beaded crafts, plastic canvas, diamond painting, paint by number, and more; (4) Puzzles - jigsaw puzzles in various piece counts; (5) Patterns - downloadable and physical patterns for knitting, crochet, and crafts; (6) Clubs - subscription services for monthly pattern deliveries. The company operates primarily as an e-commerce retailer with physical catalog operations, selling to hobbyist crafters in the United States.
Differentiator
Problem solved
Functional benefit
Brands
- Mary Maxim Yarn: Own-brand yarn products including Mellowspun DK, Starlette, Prism, and other yarn varieties sold exclusively through Mary Maxim.
- Mary Maxim Exclusive
Products and services
- Yarn
- Knit & Crochet Kits
- Craft Kits
- Puzzles
- Patterns
- Needles, Hooks & Accessories
- Craft Club Subscriptions Subscription clubs including Crochet Club and Knit Club offering monthly pattern deliveries with exclusive yarn and project kits.
- Gift Cards
- Independent Designer Collections Curated collections of patterns and yarn from 20+ independent crochet and knit designers including Bag-O-Day, Bella Coco Crochet, Briana K Designs, Janie Crow, TL Yarn Crafts, and others.
Companies that use Mary Maxim
Customer profileSegments3 records
Ideal customer profiles3 records
Mary Maxim technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mary Maxim partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Independent Designers (Bag-O-Day, Bella Coco Crochet, Briana K Designs, Crochet 365 Knit Too, Crochet with May, Cyndie Birdsong, Dogwood Crochet, Get Yer Hook On, Handmade by Stacy J, HanJan Crochet, Janie Crow, Julie Yeager, JusBee Creations, MJ's Off the Hook, Nella's Cottage, Nicki's Homemade Crafts, One Skein of Love Designs, Raffamusa Designs, Spin A Yarn Crochet, Sweet Potato 3, Vitalina Craft, TL Yarn Crafts)coreMary Maxim hosts collections from over 20 independent crochet and knit designers. Designers create exclusive patterns and yarn colorways sold through the Mary Maxim platform. This provides designers with distribution and Mary Maxim with fresh content and community credibility.
- Yarn Manufacturers (Lion Brand, Red Heart, Bernat, Patons, Caron, Premier, Lily)coreMary Maxim resells yarn products from major manufacturers including Lion Brand, Red Heart, Bernat, Patons, Caron, Premier, and Lily. These partnerships provide inventory across diverse price points, fibers, and colorways.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Mary Maxim competitors and assessment
Company assessmentDirect peers
- Michaels: Michaels is the largest US arts, crafts, and hobbies retailer carrying yarn, knit/crochet supplies, kits, and patterns. Overlaps with Mary Maxim on yarn and craft kit categories and the hobbyist consumer segment, while operating a much broader and more diversified assortment.
- LoveCrafts: LoveCrafts is a UK-based online marketplace and retailer for knitting, crochet, sewing, and craft supplies, with designer-led exclusive collections. Directly comparable to Mary Maxim's DTC craft marketplace model, independent-designer ecosystem, and recurring engagement features.
- JOANN: JOANN is the largest US specialty fabric and craft retailer, offering yarn, knitting/crochet supplies, patterns, kits, and craft classes both in-store and online. Directly comparable to Mary Maxim on core categories (yarn, kits, patterns) and hobbyist customer base, but with a significantly larger footprint and omnichannel presence.
- Hobby Lobby: Hobby Lobby is a large US craft and hobby retailer with a substantial yarn, fabric, needlework, and craft kit assortment. Comparable to Mary Maxim on hobbyist craft categories and value-oriented pricing, with a national physical-store footprint that Mary Maxim lacks.
- Yarnspirations: Yarnspirations is the consumer-facing DTC platform for Bernat, Patons, Caron, and Lily Sugar'n Cream — all of which Mary Maxim also resells. Directly competes on overlapping yarn brands, patterns, and kits, with the advantage of manufacturer-direct pricing.
- Knit Picks (WeCrochet): Knit Picks / WeCrochet is a DTC-only yarn and pattern retailer offering exclusive yarn lines, kits, and patterns under one roof. Closely comparable to Mary Maxim's DTC model, own-brand yarn strategy, kit offerings, and hobbyist customer base.
- Annie's (Interweave): Annie's operates a craft store selling kits, patterns, books, and supplies across knit, crochet, beading, and other needlework disciplines. Comparable to Mary Maxim on craft kits, patterns, and hobbyist consumer targeting, with a stronger publishing-led content history.
Broad incumbents
- Lion Brand Yarn: Lion Brand is one of the largest US yarn manufacturers and also sells direct via its own e-commerce site. Comparable to Mary Maxim on yarn assortment and pattern library, but operates from the upstream manufacturing side rather than as a multi-brand craft retailer.
- Premier Yarns: Premier Yarns is a US yarn manufacturer that also distributes directly through a consumer-facing site. Overlaps with Mary Maxim on yarn assortment and DIY/hobbyist kit offerings, but functions primarily as a manufacturer/upstream supplier that Mary Maxim also resells.
Regional players
- Hobbycraft (UK): Hobbycraft is the largest UK specialty craft retailer carrying yarn, knitting/crochet supplies, kits, and patterns. Highly comparable to Mary Maxim's product mix and target customer, but geographically distinct (UK-only) and therefore not a direct US competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mary Maxim social profiles
Digital presenceMary Maxim financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mary Maxim leadership team
Management profileNumber of profiles
Mary Maxim subsidiaries and ownership
Company hierarchySubsidiaries1 record
Mary Maxim funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mary Maxim 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 Mary Maxim
What does Mary Maxim do?
Mary Maxim is a mail order and e-commerce merchandiser of needlework, yarn, knit and crochet kits, craft kits, jigsaw puzzles, and patterns for individual hobbyist crafters. The company curates and sells supplies from major yarn manufacturers (Lion Brand, Red Heart, Bernat, Patons, Caron, Premier) alongside its own Mary Maxim yarn brand, and offers ready-to-make project kits, downloadable patterns, and recurring craft club subscriptions for hobbyists across the United States.
Is Mary Maxim a public or private company?
Mary Maxim is a private company. It is classified as unknown and is currently operating.
When was Mary Maxim founded?
Mary Maxim was founded in 1963. It employs 11 to 50 people.
Where is Mary Maxim based?
Mary Maxim is headquartered in Port Huron, United States, in the North America region.
How does Mary Maxim make money?
Four revenue lines are on record. E-commerce Retail is the primary driver. The others are clubs Subscription, gift Cards and shipping Services.
Who are Mary Maxim's main competitors?
Direct peers on record are Michaels, LoveCrafts, JOANN, Hobby Lobby, Yarnspirations, Knit Picks (WeCrochet) and Annie's (Interweave). Broad incumbents are Lion Brand Yarn and Premier Yarns. Hobbycraft (UK) is listed as a regional player.
Does Mary Maxim have an API?
No public API is recorded for Mary Maxim.
What industry is Mary Maxim in?
Mary Maxim's product category is Craft and Hobby Retail. Its primary akta.pro industry code is CRALADAC, Yarn, Knitting & Crochet Shops, with a secondary code of CRALADAG, Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons). Its NAICS code is 459130.