The Grace Company

What The Grace Company does

The Grace Company, operating through its legal entity GraceWood LLC (Utah), manufactures and retails a vertically integrated ecosystem of quilting machines, frames, automation software, cutting tools, and consumables for home-based and professional quilters. Founded in the 1980s by Grace Bagley, the company is headquartered in West Jordan, Utah, and operates with a reported 1–10 employees. Its hardware stack centers on the Q'nique line of long-arm and mid-arm quilting machines (Little Rebel, 16X, 16X Elite, 19X Elite, 21X Elite, and the 2026-launched 19SD), supported by patented frames (Cutie Breeze, Q-zone Hoop/Queen, Quilter's Evolution, Mini Quilter, Hummingbird Hoop) and an automation software layer (Quilter's Creative Touch 6 in Standard/Plus/Pro tiers, plus QuiltMotion X for domestic machines). The company also sells the TrueCut rotary cutting system and Finesse thread and fabric consumables, and operates a Design Store marketplace and a digital education platform.

The go-to-market is predominantly direct-to-consumer via graceframe.com, supplemented by an authorized US dealer network and a wholly-owned international shipping subsidiary (GraceWood Inc). Revenue is driven primarily by one-time hardware sales across machines, frames, and accessories, with a software subscription layer (QCT6 monthly) and freemium educational content adding newer recurring and engagement mechanics; Synchrony-backed financing reduces friction on higher-ticket machine purchases. The company holds approximately 30+ registered patents and trademarks covering mechanical innovations (hopping foot designs, vibration dampeners, Edge Warning System, frame take-up rails, blade sharpening methods) and brand identifiers (Q'nique, TrueCut, Finesse, HBQ). Customer acquisition is reinforced by a community layer — the Home-Based Quilter (HBQ) program, brand ambassadors, and recurring events such as Fall Festival, Spring Fling, and Christmas in July — while no institutional investors, funding rounds, or public-market presence are disclosed.

Name

The Grace Company

Legal name

The Grace Company

Website

https://graceframe.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

The Grace Company (GraceWood LLC) manufactures and retails quilting machines, frames, automation software, cutting tools, and consumables, primarily serving home-based quilters in the United States through direct-to-consumer e-commerce and an authorized dealer network.

Ownership category

akta.pro rank

Product category

Quilting Equipment and Sewing Machines

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Quilting & Patchwork Shops (CRALADAB)

akta.pro secondary industries

Sewing Machine & Serger Retail (CRALADAD), Threads, Yarns & Sewing Notions (Sewing Thread/Embroidery Thread/Bobbins/Needles) (IMAOALAE)

Keywords

• Quilting machines
• Long-arm sewing machines
• Quilting frames
• Rotary cutting tools
• Quilting automation software

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Quilting Machines: Sale of Q'nique brand quilting machines including Little Rebel, 21X Elite, 19X Elite, 19SD, 16X Elite, and 16X models. One-time hardware purchase with various feature tiers.
2. Quilting Frames: Sale of machine frames including Mini Quilter, Cutie Breeze Frame, Q-zone hoop frame, Quilter's Evolution frame, and Hummingbird Hoop. One-time hardware purchase.
3. Automation Systems: QCT6, QCT6 Plus, QCT6 Pro, and QuiltMotion X automation systems for quilting automation.
4. Accessories and Consumables: TrueCut cutting tools, Finesse thread, Finesse fabric, light bars, and various quilting accessories.
5. Digital Content and Education: Online educational courses and tutorials through digitalcontent.graceframe.com platform. Some content is free, some paid.
6. Financing Services: Grace Financing option for customers to finance quilting machine and equipment purchases through Synchrony.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Grace Company manufactures and supplies quilting machines, machine and hand quilting frames, automation software, rotary cutting systems, thread, fabric, and related accessories for home-based and professional quilters. The company operates under sub-brands including Q'nique (machines), TrueCut (cutting tools), Quilter's Creative Touch / QCT6 (automation software), and Finesse (thread and fabric). It sells primarily through its own e-commerce storefront and an authorized US dealer network.

Product overview

The Grace Company offers a comprehensive quilting ecosystem consisting of quilting machines (Q'nique series including 21X Elite, 19X Elite, 19SD, 16X Elite, and Little Rebel), machine frames (Cutie Breeze, Q-zone Hoop, Q-zone Queen, Evolution, and Mini Quilter), automation software (Quilter's Creative Touch 6 in Standard, Plus, and Pro tiers), and quilting tools (TrueCut cutting system, Finesse thread and fabric, lighting accessories). The company also operates a Design Store marketplace for patterns and provides educational content through Grace Digital Content. The products are designed to serve home-based quilters from beginner to professional levels, with scalability from tabletop frames to long-arm machines.

Differentiator

Problem solved

Functional benefit

Brands

• Q'nique: Sewing/quilting machine brand
• TrueCut
• Quilter's Creative Touch (QCT)
• Finesse
• Home-Based Quilter (HBQ)
• Quilters Play Ground
• Grace Financing

Products and services

• Little Rebel Sewing/Quilting Machine Compact, portable Q'nique-branded quilting machine for home-based quilters; entry-level option in the machine lineup with recertified units available at significant discount.
• Q'nique 16X Elite Sewing/Quilting Machine Mid-range Q'nique quilting machine aimed at serious home quilters seeking higher capability than entry-level models.
• Q'nique 19X Elite Sewing/Quilting Machine Professional-grade Q'nique quilting machine with enhanced automation features, positioned for advanced home and professional quilters.
• Grace 19SD Longarm Quilting Machine Longarm quilting machine designed for push quilters, offering an upgrade path for users moving from a home machine to a longarm setup.
• Q'nique 21X Elite Sewing/Quilting Machine Premium high-end Q'nique long-arm quilting machine with advanced features for professional quilters; flagship model of the machine lineup.
• Cutie Breeze Tabletop Fabric Frame Compact tabletop fabric frame compatible with domestic sewing machines, leveraging patented Zone-to-Zone frame technology.
• Q-zone Hoop Frame Hoop-style machine frame designed for automated quilting using patented Zone-to-Zone technology.
• Q-zone Queen Frame Large-format Q-zone frame sized for queen-sized quilting projects.
• Quilter's Evolution Frame Advanced hoop frame system engineered for automated quilting workflows.
• Mini Quilter Frame Compact tabletop quilting frame suited to small quilting projects and portability.
• Hummingbird Hoop Hoop system designed for hand-guided quilting applications.
• Quilter's Creative Touch 6 (QCT6) Automation Software Automation software for quilting machines enabling automated pattern placement, design spacing, and quilt management across hoop and rolling rail frames.
• QCT6 Plus Automation Software Mid-tier subscription version of QCT6 automation software with expanded features over the base QCT6 tier.
• QCT6 Pro Automation Software Professional subscription tier of QCT6 automation software with the most advanced feature set for demanding users.
• QuiltMotion X Automation System Automated quilting system designed to convert a domestic sewing machine into a guided quilting setup, enabling edge-to-edge quilting patterns.
• TrueCut Precision Cutting System Complete rotary fabric cutting system comprising cutters, rulers, sharpeners, and cutting mats, supported by TrueCut's patented precision and sharpening technology.
• Finesse Premium Quilting Thread Premium quilting thread sold under the Finesse brand in multiple weights and colors, used as a consumable in quilting projects.
• Finesse Premium Quilting Fabric Premium quilting cotton fabrics in solid colors sold under the Finesse brand.
• Finesse Aura LED Light Bar LED light bar accessory mounted on quilting machines to improve workspace visibility during quilting.
• 360 Wonderfoot Free-Motion Quilting Foot Free-motion hopping foot accessory that rotates 360 degrees for smooth directional movement during quilting.
• SureStitch Elite Stitch Regulator Stitch regulation system accessory that provides precise stitch control for consistent quilting stitches.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Electric Quilt Company: Specialty software provider for quilt design (EQ8) that competes with Grace's QCT6 and QuiltMotion X at the design/automation layer. Comparable because both sell quilting software to hobbyists for pattern design and automation.
• Oliso (缝の母) / Oliso Sewing Products: Specialty sewing accessories and iron brand competing with Grace in sewing/quilting accessories and consumables. Smaller scale and less category focus, but overlaps in selling branded sewing accessories to the same home-based consumer.

Direct peers

• APQS (American Professional Quilting Systems): Direct peer manufacturing long-arm quilting machines and frames targeted at professional and serious home quilters. Overlaps with Grace in product categories (frames, sit-down and stand-up long-arm machines) and customer profiles.
• Handi Quilter: Direct competitor in long-arm quilting machines, frames, and quilting automation. Handi Quilter serves the same home-based and professional quilter segments with overlapping hardware lines (e.g., Sweet Sitdown, long-arm machines) and competing Pro-Stitcher automation software.
• Gammill Quilting Machines: Premium long-arm quilting machine maker serving professional long-arm quilters. Comparable to Grace's Q'nique professional-tier machines in target customer and category, though Gammill sits at a higher price point on the professional side.

Broad incumbents

• Baby Lock (Brother): Broad incumbent sewing and embroidery machine brand with quilting-capable machines and accessories. Competes with Grace at the domestic sewing machine level and offers accessories and frames, though it is less specialized in dedicated long-arm quilting equipment.
• Bernina International: Premium sewing machine brand with quilting-focused models and accessories (e.g., Q-series long-arm). Targets similar professional and enthusiast quilters as Grace at a premium price point, with broader sewing machine breadth.
• Brother International: Broad incumbent sewing and embroidery brand with quilting-capable machines and scan/automation features. Comparable to Grace on the domestic-machine-to-quilting workflow, though Brother focuses on multi-purpose machines rather than dedicated long-arm hardware.
• Janome: Major sewing machine manufacturer with quilting-positioned machines (e.g., Horizon Quilt Maker series) and accessories. Overlaps with Grace on the home sewing-to-quilting conversion pathway though Janome's catalog is broader and less quilting-specialized.

Others

• Aurifil Thread: Premium quilting thread brand serving the same home-based quilter segment. Comparable to Grace's Finesse thread line as a specialty consumable brand, though Aurifil is a thread specialist rather than a hardware manufacturer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/GraceFrame
• YouTubeyoutube.com/channel/UCeeoQTpfu9-ChawgriFH3_w
• Facebookfacebook.com/TheGraceCompany
• Instagraminstagram.com/gracecompanyquilting
• Pinterestpinterest.com/gracecompanyquilting
• LinkedInlinkedin.com/company/thegracecompany

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 The Grace Company