Baker Ross
Baker Ross is a UK-founded (1974) arts and crafts e-commerce retailer selling over 4,000 in-house-designed craft, art, toy and party supply SKUs to families, schools, nurseries, care homes, charities and B2B organisations across seven country storefronts, with distribution from its Harlow, Essex headquarters.
- Company typePrivate
- Founded1974
- HeadquartersHarlow, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Baker Ross does
Baker Ross is a UK-headquartered arts and crafts e-commerce retailer founded in 1974, with a 50-year operating history and current operations spanning seven country storefronts (UK, Australia, Germany, France, Ireland, Netherlands, and the United States). The company sells over 4,000 SKUs across craft supplies, art materials, craft kits, toys, and party supplies, with 75% of the catalogue designed in-house by its creative team. Customers include UK schools, nurseries, care homes, hospitals, local authorities, charities, religious groups, hospitality venues, and families purchasing for home use, served through both a D2C e-commerce platform and a dedicated B2B division, Baker Ross for Business, offering credit accounts and bulk ordering.
The platform is built around standard multi-currency e-commerce infrastructure supporting GBP, EUR, AUD and USD, with payment integrations including instant open-banking payments via TrueLayer (including QR-code checkout on desktop) and standard UK delivery fulfilment from the Harlow, Essex distribution centre at 99% stock availability, with £4.95 standard delivery, free delivery over £29, and £6.95 next-day options. The site features a curriculum-aligned educational section covering UK subjects (Maths, Science, English, Personal/Social/Emotional Development, People/Culture/Communities) plus a free Craft Ideas content hub, email newsletter, and a user-generated-content social campaign (#bakerross).
Revenue is generated through one-time unit sales at £0.50-£20 price points, with B2B credit accounts offering 30-day interest-free credit on minimum £50 invoice orders. The company is a privately held, independent private limited company (Baker Ross Limited, registered in England, Company No. 1604275) with no disclosed parent company, no funding rounds, and no PE/VC backing. Leadership comprises CEO and director Paul Emerson Baker alongside founder Patti Baker.
Baker Ross firmographics
Firmographics- Name
- Baker Ross
- Legal name
- Baker Ross Limited
- Website
- https://bakerross.co.uk
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Baker Ross is a UK-founded (1974) arts and crafts e-commerce retailer selling over 4,000 in-house-designed craft, art, toy and party supply SKUs to families, schools, nurseries, care homes, charities and B2B organisations across seven country storefronts, with distribution from its Harlow, Essex headquarters.
- Ownership category
- akta.pro rank
Baker Ross industry classification
Industry- Product category
- Arts and Crafts Supplies
- NAICS
- Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120), Office Supplies, Stationery, and Gift Retailers (4594)
- SIC
- Pens, Pencils & Other Artists' Materials (3950)
- akta.pro primary industry
- Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)
Keywords
Where Baker Ross is headquartered
LocationHeadquarters
- HQ city
- Harlow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Baker Ross business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: One-time product sales through e-commerce platform to consumers and B2B customers. Products include craft supplies, art materials, craft kits, toys, and party supplies. Revenue generated through individual unit sales, bulk orders, and wholesale B2B accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer e-commerce pricing with free delivery threshold |
| Transaction based/ take rate | Multi-year contract | B2B business account with credit terms |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Baker Ross product offering
Product offeringCore offering
Baker Ross is a UK-based e-commerce retailer that imports, designs, and distributes arts and crafts, educational, and party supplies to families, schools, nurseries, charities, and community organisations. The product range of over 4,000 items includes craft supplies, art materials, ready-to-make craft kits, toys, party supplies, wildlife houses, and curriculum-aligned educational resources, with over 75% of products designed in-house.
Product overview
Baker Ross is a UK-based arts and crafts e-commerce retailer offering over 4,000 products primarily designed in-house, serving schools, families, clubs, community groups, and businesses. The product portfolio centers around five core categories: Craft Supplies (including stickers, natural materials, craft essentials, and various blanks), Art Supplies (paints, accessories, paper, drawing, and colouring materials), Craft Kits (wooden, foam, sewing, and themed kits including the Craft-it Box seasonal subscription boxes), Toys (party bag fillers, sensory play, fidget toys, and creative play items), and Party Supplies (tableware, decorations, and bags). Additional offerings include Wildlife Houses & Feeders, Curricular/Educational supplies aligned with UK school curricula, and seasonal Clearance items. The company operates B2B services for schools, nurseries, care homes, charities, and organizations with credit account options.
Differentiator
Problem solved
Functional benefit
Products and services
- Craft Supplies
Companies that use Baker Ross
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Baker Ross technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Baker Ross partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights6 records
Baker Ross competitors and assessment
Company assessmentDirect peers
- Hobbycraft: UK's largest specialist arts and crafts retailer operating both physical superstores and an online channel. Direct competitor across craft supplies, art materials, and kids' craft kits with overlapping school and family customer base.
- The Works: UK high-street value retailer selling arts, crafts, toys, stationery, and party supplies at discount price points. Closely comparable on product mix (crafts + toys + party) and value positioning, though distribution is primarily physical stores.
- Cricut: Connected crafting-machine platform (die-cutters, materials, design software) targeting the same parent/teacher and hobbyist buyer. Overlaps with Baker Ross on the crafting-machine and accessories accessory category and on educational craft use cases.
- Creatology (Horizon Group USA): US craft and activity kit brand sold primarily through mass retailers (Walmart), with project kits and DIY craft activities for kids. Directly comparable on kids' craft kits, themed project bundles, and value-price positioning.
Broad incumbents
- Michaels Companies: North America's largest arts and crafts specialty retailer with broad assortments of craft supplies, art materials, frames, and seasonal decor. Much larger scale (~$8B revenue) but serves the same end-consumer need as Baker Ross, especially relevant as a benchmark for US expansion.
- JOANN: US fabric- and craft-focused specialty retailer operating across stores and digital with deep assortment in craft supplies and a strong small-business and education base. Comparable on the school/institution B2B angle and category breadth, even though it filed Chapter 11 in early 2025.
- Etsy: Global online marketplace for handmade, custom, and craft goods, plus craft supplies and kits. Indirectly comparable as the dominant digital destination for buyers seeking unique craft products and project kits rather than commodity supplies.
Regional players
- Smyths Toys Superstores: UK and Ireland-based toy and games superstore chain with growing craft, art, and creative-play assortments. Comparable on the toys-plus-craft bundle and on seasonal party supplies, though focused on physical retail in the UK/Ireland.
- WHSmith: Long-established UK high-street and travel retailer with a relevant stationery, kids' activity, and craft-adjacent product offering. Compares to Baker Ross on the stationery, kids' craft, and back-to-school angles, primarily a UK physical-channel player.
Emerging players
- Scout's Honour (and similar craft subscription box operators): Australian kids' craft subscription-box operator (and peers like KiwiCo, ToucanBox) competing for the same seasonal, themed kids' craft kit demand that Baker Ross targets with its Craft-it Box line. Smaller scale and geography-specific but conceptually overlapping on subscription craft kits.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Baker Ross social profiles
Digital presenceBaker Ross financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baker Ross leadership team
Management profileNumber of profiles
Profiles2 records
Baker Ross subsidiaries and ownership
Company hierarchySubsidiaries5 records
Baker Ross funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baker Ross 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 Baker Ross
What does Baker Ross do?
Baker Ross is a UK-based e-commerce retailer that imports, designs, and distributes arts and crafts, educational, and party supplies to families, schools, nurseries, charities, and community organisations. The product range of over 4,000 items includes craft supplies, art materials, ready-to-make craft kits, toys, party supplies, wildlife houses, and curriculum-aligned educational resources, with over 75% of products designed in-house.
Is Baker Ross a public or private company?
Baker Ross is a private company. It is classified as family owned and is currently operating.
When was Baker Ross founded?
Baker Ross was founded in 1974. It employs 101 to 250 people.
Where is Baker Ross based?
Baker Ross is headquartered in Harlow, United Kingdom, in the Europe region.
How does Baker Ross make money?
One revenue line is on record: direct Product Sales.
Who are Baker Ross's main competitors?
Direct peers on record are Hobbycraft, The Works, Cricut and Creatology (Horizon Group USA). Broad incumbents are Michaels Companies, JOANN and Etsy. Regional players are Smyths Toys Superstores and WHSmith. Scout's Honour (and similar craft subscription box operators) is listed as an emerging player.
Does Baker Ross have an API?
No public API is recorded for Baker Ross.
What industry is Baker Ross in?
Baker Ross's product category is Arts and Crafts Supplies. Its primary akta.pro industry code is CRALACAK, Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens). Its NAICS code is 45912 and its SIC code is 3950.