Johnson Woolen Mills

What Johnson Woolen Mills does

Johnson Woolen Mills, founded in 1842 and headquartered in Johnson, Vermont, is one of the oldest continuously operating woolen mills in the United States. The company designs and manufactures heavyweight wool apparel and textiles, with proprietary fabric blends (18oz and 24oz 85% Wool / 15% Nylon constructions) and a signature cape-over-shoulders design on its Jac Shirts that provides warmth and water repellency. Its product portfolio spans men's, women's, and children's wool clothing — including coats, jackets, Jac shirts, vests, pants, base layers, and sleepwear — as well as blankets, throws, and wool/fabric by the yard for home sewing. Johnson Woolen Mills also retails complementary Vermont-made brands (Darn Tough, Stormy Kromer, Vermont Glove, Pendleton, Minus 33, WūRU Wool Co., Queen City Footwear, and Danforth Pewter), functioning as a curated heritage marketplace.

The company's business model is direct-to-consumer, anchored by a Shopify-powered e-commerce site and a factory retail store at 51 Lower Main St E, Johnson, VT. Products are priced primarily on a unit basis ranging from $15 for accessories to $589.95 for premium blankets, with gift cards from $10 to $500 and free US shipping on orders over $200. Customer segments include outdoor enthusiasts (hunters, hikers, farmers), heritage/quality-focused consumers seeking American-made durable goods, and safety-conscious hunters requiring high-visibility blaze orange gear. Distribution covers the United States (Lower 48, Alaska, Hawaii, and territories) and Canada. Marketing is executed through organic social channels (Facebook, Instagram, TikTok, Pinterest, YouTube), email, and a content blog, with a 1,946-review verified customer feedback library underpinning brand credibility. There is no public revenue disclosure, no disclosed headcount, and the company appears to be privately held with no parent or subsidiary entities.

Name

Johnson Woolen Mills

Legal name

Johnson Woolen Mills

Website

https://johnsonwoolenmills.com

Company type

Private

Founded year

1842

Operating status

Operating

Headcount range

11–50 employees

Short description

Johnson Woolen Mills is a privately held Vermont wool textile manufacturer founded in 1842 that sells durable wool apparel, blankets, and fabrics direct-to-consumer via Shopify and a factory store, serving outdoor enthusiasts, hunters, and heritage-focused consumers across the US and Canada.

Ownership category

akta.pro rank

Product category

Wool Apparel Manufacturing

NAICS

Textile Mills (313), Apparel Knitting Mills (3151), Knit Fabric Mills (31324), Knit Fabric Mills (313240)

SIC

Knitting Mills (2250), Knit Outerwear Mills (2253), Textile Mill Products (2200), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

akta.pro secondary industries

Knitted Fabric Mills (IMAOABAB), Greige Woven Fabric Mills (IMAOABAA), General Fabric & Textile Stores (CRALADAA)

Keywords

• Wool apparel
• Wool blankets
• Wool fabrics
• Made in USA clothing
• Outdoor wool clothing

Headquarters

HQ city

Johnson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Direct Product Sales: Direct-to-consumer retail sales of wool apparel, accessories, blankets, and fabrics through their e-commerce website and factory store. Transaction-based one-time purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Johnson Woolen Mills manufactures and sells wool clothing, accessories, blankets, and fabrics, with products made in Vermont. The company operates a direct-to-consumer e-commerce store on Shopify and a physical factory store in Johnson, Vermont, and also retails complementary Vermont-made brands such as Darn Tough socks, Stormy Kromer hats, Vermont Glove, and Pendleton blankets.

Product overview

Johnson Woolen Mills is a traditional wool clothing manufacturer founded in 1842 in Johnson, Vermont, offering a comprehensive portfolio of American-made wool apparel and accessories. The core product line centers on men's, women's, and kids' wool clothing including outerwear (coats, jackets, Jac shirts with their signature cape-over-shoulders design, vests), inner layers (shirts, pants, base layers), sleepwear, and accessories (hats, gloves, socks). The company also sells blankets and throws (wool, flannel-lined, fleece-lined, wilderness quilted) and fabrics by the yard (wool and flannel) for home sewing. Additionally, Johnson Woolen Mills serves as a retailer for complementary Vermont-made brands including Darn Tough socks, Vermont Glove, Stormy Kromer hats, Queen City Footwear (Vermont House Shoes), WŪRU Wool Co., Minus 33 base layers, Pendleton blankets, and Danforth Pewter goods. The products are primarily sold through their Shopify-powered e-commerce store and their physical factory store in Johnson, VT.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Outer Layer (Coats, Jackets, Jac Shirts, Vests)

Quantifiable outcome

• Customer reports of 40+ year product lifespan - one reviewer has owned jackets for 42 years with grandchildren now wearing them

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Johnson Woolen Mills website and online store operations. Provides hosted shopping experience, payment processing, and customer data management.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Filson: Heritage outdoor apparel maker known for heavyweight wool, Mackinaw jackets, and rugged outdoor workwear. Direct competitor in the wool outerwear and outdoor-craftsmanship niche with similar durability-led value proposition.
• Pendleton Woolen Mills: Heritage American wool manufacturer founded in 1863, producing wool blankets, apparel, and fabrics from in-house mills. Closest direct competitor with overlapping product mix, vertical manufacturing, and Made-in-USA heritage positioning — JWM even resells Pendleton blankets.
• Woolrich: America's oldest woolen mill (founded 1830), producing wool outerwear, blankets, and outdoor apparel. Highly comparable vertical-integration heritage model targeting outdoor and lifestyle consumers.

Broad incumbents

• L.L.Bean: Iconic American outdoor brand with broad wool apparel, outerwear, and home goods offerings. Mass-market scale and multi-channel footprint dwarf JWM but serve overlapping New England outdoor and heritage consumer segments.
• Orvis: Heritage outdoor and sporting-goods retailer with wool apparel, hunting gear, and country-lifestyle products. Comparable in hunting and outdoor customer overlap, though broader portfolio and multi-channel retail.
• Eddie Bauer: Large outdoor apparel brand with heritage wool outerwear and flannel-lined products. Competes in same seasonal wool category but at broader scale and price points across national retail.
• Cabela's / Bass Pro Shops: Largest US outdoor and hunting retailer. Competes for the same hunter and outdoor-recreation customer through third-party wool apparel brands, though at materially larger scale and broader catalog.

Regional players

• Stormy Kromer: Vermont-based heritage wool cap and apparel brand (since 1903), sold through JWM. Comparable regional heritage positioning, overlapping customer base, and shared 'Made in Vermont' provenance story.
• Darn Tough Vermont: Vermont-based sock manufacturer sold through JWM. Comparable in regional heritage and 'Made in Vermont' positioning, with overlapping outdoor consumer base, though product category is narrower.

Emerging players

• Minus 33: Vermont merino wool base-layer and mid-layer specialist sold through JWM. Overlaps in the wool apparel space and shares Vermont manufacturing origin, with a more technical/performance positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@johnsonwoolenmills
• Facebookfacebook.com/johnsonwoolenmills
• Instagraminstagram.com/johnsonwoolenmills
• Pinterestpinterest.com/johnsonwoolenmills
• TikToktiktok.com/@johnsonwoolenmills.com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Johnson Woolen Mills