What Purl Soho does

Purl Soho is a direct-to-consumer e-commerce retailer specializing in natural-fiber yarns, knitting kits, tools, patterns, and notions, operating from a single warehouse in Santa Ana, California. The company sells over 55 proprietary and curated yarn collections across the full weight spectrum (lace through jumbo) and thousands of colorways, with price points ranging from approximately $11 per skein to $66 for premium cashmere. Its product mix includes exclusive co-developed yarns (Lovebird with Manos del Uruguay and Big Mountain Cormo Worsted with Earthstar Farm), curated kits such as the Wirecutter-recognized Learn To Knit Kit, third-party tools including Skacel/Addi needles, and both free and paid downloadable knitting patterns.

The platform is built on a standard Magento/Adobe Commerce storefront (purlsoho.com) with conventional payment integrations (PayPal, Apple Pay, Amazon Pay, and major card networks) and a direct Ravelry integration for its in-house patterns. A distinctive content and community layer differentiates the offering: thousands of free patterns and step-by-step tutorials, organized Knit-Alongs, Project Archives dating back to 2006, a freelance designer submission program, and free 1-on-1 Zoom help sessions. Marketing is concentrated in a high-frequency email newsletter (4-5 sends per week), Instagram community building via the #PurlSoho hashtag, and earned-media recognition from major publications.

The business generates revenue through one-time product sales (yarn, kits, tools, notions), gift card sales (physical and digital), and pattern downloads. The customer base is horizontal and fragmented, consisting primarily of home knitters and gift buyers, with no enterprise or wholesale concentration. Operating geographies are predominantly North America, with global shipping subject to customer-borne customs fees. The company holds no disclosed funding, is privately held with no parent organization, and employs between 11 and 50 people.

Name

Purl Soho

Legal name

Purl Soho

Website

https://purlsoho.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Purl Soho is a direct-to-consumer e-commerce retailer based in Santa Ana, California, that sells over 55 curated natural-fiber yarn collections, knitting kits, tools, and free patterns to home knitters and gift buyers across North America and select international markets.

Ownership category

akta.pro rank

Product category

Specialty Yarn Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

akta.pro primary industry

Yarn, Knitting & Crochet Supplies Retail (CRALACAF)

Keywords

• Yarn retail
• Knitting supplies
• Knitting patterns
• Natural fiber yarn
• Knitting kits

Headquarters

HQ city

Santa Ana

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from selling yarn (various weights and fibers), knitting kits, tools and notions, and patterns. Products range from budget-friendly options to premium fibers like cashmere.
2. Digital Patterns: Sale of downloadable knitting patterns, with many patterns offered for free as customer acquisition and engagement tools.
3. Gift Cards: Sale of gift cards in physical and digital formats for gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Purl Soho is a specialty yarn retailer selling 55+ natural-fiber yarn collections, knitting kits, tools, notions, and patterns direct-to-consumer through purlsoho.com. It complements its product sales with a deep library of free knitting patterns, video and written tutorials, the Complete Guide To Yarn, and free 1-on-1 Zoom help sessions for customers of all skill levels.

Product overview

Purl Soho is a specialty yarn retailer and knitting education platform offering a curated portfolio of over 55 natural-fiber yarn collections across multiple weight categories (lace, fingering, sport, DK, worsted/aran, chunky/bulky, super bulky, and jumbo), primarily organized by yarn weight and fiber type. The core product line consists of individual yarn skeins and cones sold directly through purlsoho.com. Supporting product lines include knitting kits and yarn bundles (e.g., Learn To Knit Kit, Little Nest Pouch Bundle, Sunday Dinner Dishtowels Bundle, Cotton Chirp DK Minis); tools and notions (Addi Rocket Circular Needles, Knitter's Brass Tool Kit, Wool Care Bundle); and a patterns and books section offering both free and paid downloadable knitting patterns. Educational content is a key differentiator, including free knitting tutorials, the Complete Guide To Yarn, and 1-On-1 Help Zoom sessions. The platform also fosters community through Project Archives, Knit-Alongs, and a designer submission program. Recent product launches include Field Notes (cotton-hemp blend, 2026), Simply Alpaca (undyed black alpaca, January 2026), and Santolina (cotton-bamboo-hemp, 2025). The company positions itself as an authority in the craft yarn space with editorial-quality pattern writing and yarn curation.

Differentiator

Problem solved

Functional benefit

Brands

• Lovebird: Partnership yarn brand with Manos del Uruguay, a non-profit Fair Trade organization creating hand-dyed superwash merino wool chunky yarn.
• Big Mountain Cormo Worsted

Products and services

• Field Notes Yarn A DK-weight yarn made from 50% Sicilian Cotton and 50% Hemp, available in 18 colors at $15.50 per skein. Naturally absorbent plant-based fibers with an earthy, elegant finish, for hand knitters seeking a sustainable cotton-hemp blend.
• Morning Yarn A DK-weight yarn made from 75% Organically Grown Cotton and 25% Yak, available in 14 colors at $32.75 per skein. Machine-washable and baby-friendly.
• Linen Quill Yarn A fingering-weight yarn made from 50% Fine Highland Wool, 35% Alpaca, and 15% Linen, available in 70 colors at $21.00. One of Purl Soho's most-loved yarns.
• Pepper Yarn A sport- to DK-weight hand-dyed yarn made from 100% Superwash Merino Wool, available in 23 colors at $26.50. Machine-washable.
• Oleander Yarn A fingering-weight yarn made from 50% Cotton and 50% Linen, available in 15 colors at $15.30. Plant-based blend with a smooth, supple feel.
• Simply Alpaca Yarn A 100% undyed black alpaca fingering-weight yarn sourced from Peru, 164 yards per 50g ball. Naturally ebony in color with a soft hand and relaxed drape.
• Simply Camel Yarn A 100% baby camel fingering-weight yarn humanely gathered from the undercoat of baby camels in Mongolia's Gobi Desert, 164 yards per 50g skein in a natural desert-glow color.
• Cattail Silk Yarn A 100% Mulberry Silk noil fingering-weight yarn spun and dyed in Japan with over 600 yards per skein and flecked color bursts.
• Sunshower Cotton Yarn A 100% Organically Grown Cotton worsted-weight yarn spun in four plies in Italy, in a 'drizzle-print' color palette ranging from Bright Watermelon to Rain Storm.
• Cotton Chirp DK Yarn A 100% Peruvian Pima Cotton DK-weight yarn available in 32 vibrant colors with silky-soft feel and excellent stitch definition.
• Knitting Yarn DK On A Cone A 100% Merino Wool 4-ply DK-weight yarn on a 1,000-gram cone, sufficient to knit a blanket.
• Daily Wool Sport Yarn A superwash Merino Wool sport-weight yarn in 24 heathered colors, machine-washable.
• Super Soft Merino Yarn A 100% Merino Wool chunky/bulky- to super bulky-weight single-ply yarn, available in 30 colors priced from $15.75 to $22.50.
• Pouf Yarn A 50% Alpaca and 50% Highland Wool chunky/bulky- to super bulky-weight hollow-spun yarn, available in 23 colors.
• Witch Hazel Yarn A 100% Peruvian Pima Cotton bulky-weight yarn available in 17 colors priced from $10.50 to $17.50.
• Paintbrush Mohair Yarn A 75% Kid Mohair and 25% Peruvian Pima Cotton worsted/aran- to chunky-weight yarn with bloom, available in 40 colors.
• Till Yarn A 100% Andean Highland Wool worsted/aran- to chunky-weight yarn available in 37 colors.
• Wild Donegal Yarn An Irish tweed chunky/bulky-weight merino wool yarn available in 26 colors priced from $18.62 to $26.60.
• Lovebird Yarn A 100% Superwash Merino Wool chunky- to super bulky-weight handspun yarn hand-dyed by Manos del Uruguay, exclusive to Purl Soho. Approximately 75-85 yards per 100-110g skein, available in 10 colors at $44.00.
• Partridge Superwash Yarn A 100% Superwash Wool chunky/bulky-weight soft single-ply yarn in 15 colors.
• June Worsted Yarn A worsted/aran-weight yarn made from 70% Organically Grown Cotton and 30% Linen, priced at $17.90.
• Daily Wool Worsted Yarn A 100% Superwash Wool worsted-weight tidy 4-ply yarn available in 34 colors at $20.90, machine wash- and dry-able.
• Nigh Aran Yarn A 100% Cashmere aran-weight yarn sourced from Mongolia, available in 13 colors at $66.00.
• Hedgerow Yarn An Irish tweed worsted-weight yarn made from 93% Merino Wool, 3.5% Cashmere, and 3.5% Mulberry Silk, available in 17 colors at $27.50.
• Plenty Yarn A 100% Extra Fine Merino Wool aran-weight yarn available in 15 colors priced from $17.94 to $29.90.
• Yonder Yarn A 50% Alpaca and 50% Highland Wool aran-weight yarn available in 19 colors.
• Vinter Wool Yarn A hand-dyed Norwegian light-worsted to worsted-weight yarn made from 70% Norwegian White Sheep Wool and 30% Norwegian Wildsheep Wool, available in 19 colors.
• Big Mountain Cormo Worsted Yarn A 100% Undyed Cormo Wool worsted-weight yarn from Earthstar Farm, exclusive collaboration with Purl Soho, available in 5 undyed colors at $39.00.
• Santolina Yarn A two-ply fingering-weight yarn made from 70% Organically Grown Cotton, 20% Bamboo, and 10% Hemp, 328 yards per 100g. OEKO-TEX-SteP Certified, milled in Peru.
• Learn To Knit Kit A beginner scarf knitting kit with Super Soft Merino wool yarn and crystal-clear instructions. Selected by the New York Times Wirecutter as one of the best fiber craft kits for adults. Priced at $75.00 (regular) / $63.75 with 15% off.
• Learn To Knit A Cowl Kit A cowl knitting kit for beginners, offered at 15% off as a limited time offer.
• Sunday Dinner Dishtowels Bundle A dishtowel knitting kit using Santolina and Sweetgrass yarns, available in 16 colors at $58.20.
• Little Nest Pouch Bundle A bag knitting kit using Witch Hazel and Oleander yarns, including two balls of Witch Hazel and one of Oleander in coordinating colors, priced at $50.30 as a limited time offer.
• Cotton Chirp DK Minis Bundle A mini-skein bundle of 100% Peruvian Pima Cotton DK-weight yarn, 9 color options priced from $21.00 to $168.00.
• Addi Rocket Circular Needles Skacel-brand circular knitting needles designed for snag-free, speedy knitting, available in multiple sizes and lengths priced from $16.00 to $24.00.
• Knitter's Brass Tool Kit A comprehensive brass tool kit for knitters, priced at $225.00.
• Wool Care Bundle A bundle of wool care products for maintaining handknit garments, priced at $60.00.
• Friendly Loom Potholder Looms + Loops Harrisville potholder weaving looms (Traditional 6x6 and Pro 8x8) with multi-colored cotton loops, two hooks, instructions, and a metal frame. Suitable for kids 6 and up and adults.
• Gift Cards Digital and physical gift cards available in any denomination. Emailed gift cards are processed immediately; physical gift cards ship Monday through Friday.
• Patterns + Books A library of downloadable knitting patterns and pattern books, including both free patterns and paid patterns authored by Purl Soho and independent designers, spanning scarves, hats, sweaters, baby items, blankets, bags, and home goods.

Quantifiable outcome

• Free yarn winding service for two skeins per order

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Manos del UruguaycoreStrategic or Co-development PartnerPurl Soho partnered with Manos del Uruguay to create Lovebird, a hand-dyed superwash merino wool chunky yarn. Manos del Uruguay is a non-profit member of the World Fair Trade Organization, committed to fair working conditions and environmental protection. The partnership creates exclusive hand-dyed yarn products sold only at Purl Soho.
• Earthstar FarmcoreStrategic or Co-development PartnerPurl Soho collaborated with Earthstar Farm to produce Big Mountain Cormo Worsted yarn, an undyed 100% Cormo wool product. The partnership provides exclusive small-batch, specialty yarn to Purl Soho customers.
• SkacelminorChannel Partner/ Reseller/ DistributorSkacel is the manufacturer of Addi brand needles (Addi Rocket, Addi Turbo, Addi Natura) which are sold through Purl Soho's retail channel.
• TrustpilotminorOthersTrustpilot hosts customer reviews for Purl Soho, providing third-party validation of customer experience quality.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• WEBS (Yarn.com): America's largest direct-to-consumer yarn retailer, offering a broad yarn, tools, and pattern assortment. Closest like-for-like competitor to Purl Soho on DTC yarn retail and pattern/content library.
• Knit Picks: Online-first yarn and knitting supplies retailer with proprietary yarn lines, pattern library, and tools. Comparable to Purl Soho on e-commerce-first model and own-brand yarn strategy.
• Lion Brand Yarn: Heritage yarn brand selling direct online plus wholesale, with extensive pattern library and beginner education. Direct competitor on price tiers from value to premium and content-driven acquisition.
• Jimmy Beans Wool: Online yarn and knitting supplies retailer with curated boutique-brand assortment, frequent pattern drops, and project-based content. Comparable mid-sized DTC yarn specialist with similar craft-community emphasis.
• LoveCrafts: Global online marketplace for yarn, fabric, and craft supplies with strong pattern/library content and international shipping. Comparable to Purl Soho on DTC craft retail and pattern-led customer acquisition.
• The Woolery: Specialty retailer of spinning, weaving, and knitting fibers and tools. Comparable niche craft supplier with overlapping customer base of fiber-arts hobbyists.
• Darn Good Yarn: Online specialty yarn retailer focused on ethically sourced, artisan, and indie-dyed yarns. Comparable to Purl Soho's ethical-sourcing positioning and premium/niche yarn assortment.

Broad incumbents

• Michaels Stores: Largest North American specialty craft retailer carrying yarn, tools, and patterns across price tiers. Overlaps Purl Soho's assortment but operates omnichannel and competes mainly on convenience and breadth.
• JOANN: National fabric and craft retailer offering yarn, patterns, and tools. Comparable as broad-line craft retailer; competes with Purl Soho primarily at the value/beginner end.

Others

• Ravelry: Dominant online community and pattern database for knitters and crocheters. Purl Soho integrates patterns into Ravelry; while not a retailer, it is the core ecosystem platform shaping customer discovery and project tracking.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/purlsoho
• Xx.com/purlsoho
• Facebookfacebook.com/purlsoho
• LinkedInlinkedin.com/company/purlsoho-com

Compliance2 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 Purl Soho