Everything Cross Stitch

What Everything Cross Stitch does

Everything Cross Stitch is a US-based direct-to-consumer e-commerce retailer that has specialized in cross stitch patterns, kits, and supplies since 2006. Operated through a single online storefront at EverythingCrossStitch.com, the company aggregates more than 17,000 SKUs from numerous independent designers and manufacturers — including Imaginating, Teresa Wentzler, Sue Hillis Designs, Kooler Design Studio, Dimensions, Mill Hill, Design Works, Riolis, and Stoney Creek — covering physical patterns, complete kits, fabric (Aida cloth, Lugana linen, perforated paper), DMC floss and specialty threads, beads and embellishments, needles, hoops, pre-finished stitchable items, and stamped beginner projects. The site also offers instant PDF pattern downloads. The legal parent is M&R Technologies, Inc., a US-incorporated entity, and the company is privately held with a 1-10 employee headcount.

The business model is DTC self-serve: customers browse the catalog 24/7, add items to a cart, and complete purchases online, with physical products shipping within the United States (free shipping over $50) and digital products delivered via instant download. Pricing is unit-based with no subscription — kits typically $1.75-$41.09 and patterns $4-$20 — supported by a Clearance Specials program (up to 50% off) and gift cards. Marketing is conducted through SEO-optimized category and theme pages, a company YouTube channel, a Facebook page, an email newsletter, product reviews (including a 'Sew and Tell' user-project showcase), and the 'Chit Chat' community message board. The customer base consists of individual crafters and hobbyists ranging from beginners to experienced stitchers, purchasing for personal projects, home décor, and gift-giving. No proprietary technology systems, integrations, AI features, or APIs are referenced; the platform is a standard long-tail e-commerce operation in a niche hobby vertical.

Name

Everything Cross Stitch

Legal name

M&R Technologies, Inc.

Website

https://everythingcrossstitch.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Everything Cross Stitch is a privately held US e-commerce retailer, founded in 2006 and owned by M&R Technologies, Inc., that aggregates 17,000+ cross stitch patterns, kits, fabric, floss, and supplies from multiple designers for direct sale to individual hobbyists via its own online storefront.

Ownership category

akta.pro rank

Product category

Cross Stitch & Needlework Craft Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYCRALADAF

Cross-Stitch & Counted Thread Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

SECONDARYCRALADAH

Pattern & Sewing Instruction Retail (Patterns, Books, Classes)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

SECONDARYCRALADAG

Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

Keywords

• Cross stitch patterns
• Cross stitch kits
• Embroidery supplies
• Needlework fabric
• Craft retail

Headquarters

HQ city

Dayton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from selling physical and digital cross stitch products including patterns, kits, fabric, floss, needles, hoops, and other crafting supplies. Products are sold directly to consumers through the e-commerce platform. Physical products ship to customers; digital downloadable patterns are delivered instantly online.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Everything Cross Stitch is a U.S. direct-to-consumer e-commerce retailer that sells counted cross stitch patterns, complete cross stitch kits, and the full range of associated supplies (floss, fabric, needles, hoops, beads, buttons, charms, and stamped projects). Products are sourced from multiple independent designers and kit manufacturers and offered as both physical goods (shipped within the U.S.) and instant PDF downloads. The catalog is organized by product type and themed by occasion (Christmas, Thanksgiving, Patriotic, etc.) to support hobbyist stitchers from beginner to experienced.

Product overview

Everything Cross Stitch is an e-commerce platform operated by M&R Technologies, Inc. since 2006, offering a comprehensive catalog of cross stitch supplies. The core product portfolio consists of Cross Stitch Patterns (available as physical booklets and instant PDF downloads), Cross Stitch Kits (complete project packages from manufacturers like Dimensions, Mill Hill, Design Works, Riolis), and Stamped Projects for beginners. Supporting supplies include Floss & Thread (DMC floss and specialty threads), Cross Stitch Fabric (Aida cloth, Lugana linen in various counts), Beads/Buttons/Charms (Mill Hill glass beads and embellishments), and Needles/Hoops/Tools. The site also features a Clearance Specials section with discounted items and Gift Cards. The business model combines physical goods with digital downloadable patterns, providing instant delivery options for digital purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Cross Stitch Patterns Counted cross stitch patterns from multiple independent designers, available as physical booklets/leaflets or as instant PDF downloads, for hobbyist stitchers seeking designs for personal projects.
• Cross Stitch Kits Complete cross stitch project kits containing fabric, floss, needles, and instructions, from kit brands including Dimensions, Mill Hill, Design Works, and Riolis, for stitchers who want an all-in-one project package.
• Floss & Thread Embroidery floss and specialty thread products for cross stitch projects, including DMC floss colors, for stitchers needing thread to complete patterns.
• Cross Stitch Fabric Fabric for cross stitch including Aida cloth in counts such as 14ct and 18ct, Lugana linen, and perforated paper, for stitchers selecting ground material for their projects.
• Stamped Projects Pre-printed fabric projects where stitches are placed over stamped symbols, designed for beginner cross stitchers.
• Stitchable Items
• Beads, Buttons & Charms
• Needles, Hoops & Supplies
• Downloadable PDF Patterns
• Clearance Specials
• Gift Cards

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Stitch Point: Online retailer focused on cross-stitch and counted-thread patterns and supplies, including free and paid patterns from multiple designers. Directly overlaps with Everything Cross Stitch on pattern aggregation, designer relationships, and hobbyist customer base.
• Herrschners: Long-running mail-order and online needlework and craft retailer selling cross-stitch, knitting, crochet, and needlework supplies. Comparable in serving hobbyist stitchers with a broad multi-designer catalog and direct-to-consumer shipping model.
• 123Stitch: Online specialty retailer of cross-stitch patterns, kits, fabric, floss, and needlework supplies. Closest direct competitor to Everything Cross Stitch in product mix, target customer (individual hobbyists), and pure-play e-commerce model.

Broad incumbents

• Michaels: Large North American arts, crafts, and needlework retail chain carrying cross-stitch kits, fabric, floss, and supplies. Broad incumbent that overlaps with Everything Cross Stitch on cross-stitch product categories but does not specialize in the niche.
• Etsy: Global marketplace hosting thousands of independent cross-stitch pattern designers and kit makers. Competes with Everything Cross Stitch for cross-stitch pattern discovery and purchase, particularly for downloadable PDFs and indie designer work.
• Hobby Lobby: US arts, crafts, and home decor retail chain with a substantial needlework and cross-stitch assortment. Broad incumbent with overlapping products but not focused exclusively on cross stitch as Everything Cross Stitch is.
• JOANN: Major US fabric and craft retail chain (currently in Chapter 11 restructuring) carrying cross-stitch supplies, kits, and fabric. Broad incumbent overlapping on cross-stitch product categories with both brick-and-mortar and online presence.
• Amazon Handmade / Amazon Craft Supplies: Massive online marketplace carrying cross-stitch kits, fabric, floss, and downloadable patterns from third-party sellers. Competes on selection, Prime shipping, and price for the same hobbyist buyer.

Others

• Dimensions / Plaid (Mill Hill): Manufacturer of cross-stitch kits, stamped projects, and Mill Hill beads/charms carried by Everything Cross Stitch. Acts as a key wholesale supplier rather than direct retailer peer, but is adjacent and influential in the supply chain.
• DMC: Dominant global supplier of embroidery floss and needlework threads. Functions as both a key supplier to Everything Cross Stitch (DMC floss is a major SKU line) and an adjacent brand that could disintermediate through direct sales or exclusive designer partnerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCIsuBXP9OHy23pCeD8gKB3w
• Facebookfacebook.com/everythingXS

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 Everything Cross Stitch