Heritage Lace
- Company typePrivate
- Founded1847
- HeadquartersPella, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Heritage Lace firmographics
Firmographics- Name
- Heritage Lace
- Legal name
- Heritage Lace Inc.
- Website
- https://heritagelace.com
- Company type
- Private
- Founded year
- 1847
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Heritage Lace is headquartered
LocationHeadquarters
- HQ city
- Pella
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Heritage Lace business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Retail Sales: Revenue generated through direct-to-consumer e-commerce sales on heritagelace.com. Customers purchase individual products at listed retail prices with standard shipping options.
- Wholesale Distribution: Revenue from wholesale dealers and retailers who purchase products in bulk through the ShopZio platform at wholesale pricing. Dealers can request additional wholesale information via email or phone.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing across multiple categories |
| One time/ perpetual license | Multi-year contract | Wholesale pricing for registered dealers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Heritage Lace product offering
Product offeringCore offering
Heritage Lace sells hand-crafted home décor products including crocheted lace window treatments, embroidered table linens, hand-crocheted cotton apparel and accessories, and artisanal wood serveware and decorative items. The company markets these products under multiple sub-brands and collections, including Crochet Envy, Heritage Lace, and the Artisan Wood Farmhouse, Acacia, and Bark collections, primarily to individual consumers through its own online store and to independent retailers through a wholesale dealer network.
Product overview
Heritage Lace is a retail e-commerce company selling lace and home décor products through its website. The product portfolio consists of multiple product categories organized as a unified online store with brand collections including Home Décor, Artisan Wood, Curtains, Serving & Entertaining, Home Accessories, Dinnerware, and Apparel & Accessories. The Artisan Wood sub-brand features handcrafted mango wood and acacia products across three collections (Farmhouse, Acacia, and Bark). The Crochet Envy sub-brand offers hand-crocheted cotton accessories including scarves, aprons, doilies, valances, and table linens. Seasonal products cover Christmas, Halloween, and harvest decorations. The company operates both consumer retail and wholesale channels through shopzio.com and downloadable catalogs.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Décor Home décor products including pillows, blankets, wall décor, shower curtains, mantle and shelf scarves, decorative accessories, and ornaments for individual consumers and retail resellers.
- Artisan Wood Handcrafted wood products across the Farmhouse, Acacia, and Bark Collections featuring serving boards, bowls, trays, platters, mills, and decorative items made from mango wood and acacia.
- Curtains Window treatments including top treatments, tiers, panels, door and sidelight panels, shower curtains, and lace yardage in various lace patterns and styles.
- Serving & Entertaining Serving and entertaining products including bowls, platters, trays, stands, and specialty serveware for dining occasions.
- Home Accessories Home accessories including aprons, doilies and coasters, guest and tea towels, lighting, napkins, pillows, placemats, shower curtains, table runners, table toppers, and tablecloths.
- Dinnerware Dinnerware including plates and chargers for table settings.
- Apparel & Accessories Apparel items and scarves and wraps, including the Crochet Envy collection of hand-crocheted accessories.
- Seasonal Seasonal products for holidays and special occasions including Christmas, Halloween, and harvest decorations.
- Crochet Envy Hand-crocheted home textile and apparel collection featuring scarves, valances, doilies, panels, aprons, and table linens made from 100% cotton with intricate crochet patterns.
- Heritage Lace Brand The company's own branded lace products featuring various lace patterns for windows and table linens.
- Crochet Envy Pearl Panel Light and breezy crochet panel curtain with light filtering crochet insert at top and soft pleats at hem, available in 45 x 63 or 45 x 84 inches.
- Artisan Wood Bark Round Serving Tray Rustic natural bark-edged serving tray crafted from solid mango wood with smoky walnut finish, measuring 15 inches in diameter.
Companies that use Heritage Lace
Customer profileSegments2 records
Ideal customer profiles2 records
Heritage Lace technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heritage Lace partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopZiocoreHeritage Lace uses ShopZio as their wholesale ordering platform, providing 24/7 online ordering capabilities for registered wholesale dealers. The platform enables dealers to browse catalogs, access pricing, and place wholesale orders.
Recent moves6 records
Expansion highlights5 records
Heritage Lace competitors and assessment
Company assessmentDirect peers
- Garnet Hill: Garnet Hill is a direct peer selling curated home textiles (curtains, table linens, bedding) with an artisanal, natural-fiber positioning and a similar cottage-style aesthetic. Its DTC catalog model and seasonal product cadence closely mirror Heritage Lace's go-to-market.
- Grandin Road: Grandin Road is a direct peer in DTC home décor, offering seasonal decorations, table linens, serveware, and decorative accessories. Its emphasis on seasonal drops and curated styling overlaps directly with Heritage Lace's merchandising strategy.
- Wisteria: Wisteria is a direct peer in the curated home décor and textiles space, offering lace-inspired curtains, embroidered linens, vintage-style furniture, and artisanal accessories aimed at the same cottage/farmhouse consumer. Overlapping product categories and aesthetic positioning make it the closest comparable.
- MacKenzie-Childs: MacKenzie-Childs competes in handcrafted home décor, tableware, and seasonal collections with a similarly distinctive artisan aesthetic. Direct overlap in decorative accessories, serveware, and seasonal merchandise makes it a strong comparable.
Broad incumbents
- Ballard Designs: Ballard Designs is a larger home furnishings retailer offering curtains, table linens, and decorative accessories with a traditional/transitional aesthetic. It competes for the same customer wallet on similar textile and décor categories but operates at greater scale through a robust catalog and design services.
- Crate & Barrel: Crate & Barrel is a broad incumbent in home furnishings retail, competing on table linens, serveware, curtains, and decorative accessories. Though much larger and more contemporary in style, it overlaps on several key Heritage Lace categories and price tiers.
- Williams Sonoma: Williams Sonoma operates a broad home and kitchen portfolio that overlaps with Heritage Lace's serveware, table linens, and entertaining categories. It is a much larger incumbent serving overlapping customer needs around home entertaining and décor.
- Horchow: Horchow is a broader incumbent in premium home furnishings, selling table linens, decorative accessories, curtains, and serveware. It overlaps with Heritage Lace on curated textile and décor SKUs but serves a wider price spectrum and broader style range.
- Frontgate: Frontgate is a broad incumbent in premium home furnishings, offering table linens, decorative accessories, curtains, and seasonal décor. Its catalog model and seasonal merchandising approach are comparable to Heritage Lace's multi-channel strategy.
Emerging players
- Sur La Table: Sur La Table focuses on kitchen and entertaining products, overlapping with Heritage Lace's serveware, table linens, and artisan wood offerings. It is more kitchen-centric but competes for the same home entertainer customer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Heritage Lace social profiles
Digital presenceHeritage Lace financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heritage Lace leadership team
Management profileNumber of profiles
Heritage Lace funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heritage Lace 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 Heritage Lace
What does Heritage Lace do?
Heritage Lace sells hand-crafted home décor products including crocheted lace window treatments, embroidered table linens, hand-crocheted cotton apparel and accessories, and artisanal wood serveware and decorative items. The company markets these products under multiple sub-brands and collections, including Crochet Envy, Heritage Lace, and the Artisan Wood Farmhouse, Acacia, and Bark collections, primarily to individual consumers through its own online store and to independent retailers through a wholesale dealer network.
Is Heritage Lace a public or private company?
Heritage Lace is a private company. It is classified as unknown and is currently operating.
When was Heritage Lace founded?
Heritage Lace was founded in 1847. It employs 11 to 50 people.
Where is Heritage Lace based?
Heritage Lace is headquartered in Pella, United States, in the North America region.
How does Heritage Lace make money?
Two revenue lines are on record. Direct Retail Sales are the primary driver. The others are wholesale Distribution.
Who are Heritage Lace's main competitors?
Direct peers on record are Garnet Hill, Grandin Road, Wisteria and MacKenzie-Childs. Broad incumbents are Ballard Designs, Crate & Barrel, Williams Sonoma, Horchow and Frontgate. Sur La Table is listed as an emerging player.
Does Heritage Lace have an API?
No public API is recorded for Heritage Lace.