Carlson Craft

What Carlson Craft does

Carlson Craft is a B2B wholesale fine stationery printing company headquartered in North Mankato, Minnesota, founded in 1948. The company operates exclusively through a network of authorized dealers and resellers (stationery designers, bridal consultants, gift stores, printers, and photographers) who in turn serve end consumers, primarily couples planning weddings and individuals marking life occasions. Carlson Craft is part of The Occasions Group (TOG), a broader printing and stationery operating company that also includes the Tog.ink, Navitor, Folder Works, Wilmer, and Label Works brands.

The company's product portfolio spans four major verticals: wedding stationery (Luxe, Classic, Trend, Classic Colors, Clear/Acrylic, Save the Date, and Ginger P. designer collections), occasion stationery (baby, birthday, graduation, bar/bat mitzvah, quinceañera), holiday and business greetings, and custom print products (napkins, signs, home décor, paper accessories, flat and folded cards, envelopes, and embellishments). Its core technology centers on specialty print processes — foil printing, letterpress, thermography, embossing/debossing, and digital printing — that the company positions as increasingly rare in the market. The company also offers envelope embellishments and self-adhesive wax seals as add-on products, and operates the Hortense B. Hewitt wedding accessories sub-brand.

Revenue is generated through wholesale product sales to authorized dealers on a tiered membership model (Basic, Starter Site, Pro Site, Signature Site, Custom Elite Site) structured as multi-year contracts. Go-to-market combines dealer self-service through the online portal, direct sales support for new account onboarding, and tradeshow-based dealer acquisition, with marketing executed primarily through the company blog, Pinterest, Instagram, Facebook, and Twitter/X. Geographic scope is explicitly limited to the United States, with Canada, Mexico, and other international markets listed as out of scope.

Name

Carlson Craft

Legal name

Carlson Craft Wedding & Stationery Products

Website

https://carlsoncraft.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Carlson Craft is a B2B wholesale fine stationery printer serving authorized dealers and resellers in the United States. Based in North Mankato, Minnesota, the company offers wedding invitations, occasion stationery, and specialty print processes including foil, letterpress, and embossing.

Ownership category

akta.pro rank

Product category

Wedding and Fine Stationery Printing

NAICS

Greeting Card Publishers (513191), Stationery Product Manufacturing (322230), Commercial Printing (except Screen and Books) (323111)

SIC

Greeting Cards (2771), Wholesale-Paper & Paper Products (5110), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ)

akta.pro secondary industry

Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL)

Keywords

• Wedding invitations printing
• Fine stationery wholesale
• Specialty print finishes
• Dealer reseller network
• Occasion stationery printing

Headquarters

HQ city

Mankato

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Product Sales: Carlson Craft generates revenue through wholesale sales of wedding invitations, stationery, holiday cards, and custom print products to authorized dealers and resellers. Products are sold at wholesale pricing with dealers purchasing directly through the online portal.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Carlson Craft manufactures and prints fine stationery and wedding invitation products, including complete wedding suites, occasion stationery, holiday cards, business greetings, custom print items, and wedding accessories, sold wholesale to a network of authorized dealers and resellers. The company is recognized for specialty printing processes such as foil stamping, letterpress, thermography, embossing, and debossing, and operates an online dealer portal with a Design Your Own customization tool serving stationery designers, bridal consultants, gift stores, and printers across the United States.

Product overview

Carlson Craft is a fine stationery and wedding invitation printing company with over 75 years of expertise, positioned as one of the last remaining traditional fine printing specialists. The company operates through a dealer/reseller network and offers a comprehensive product portfolio organized into wedding stationery collections (Luxe Wedding, Classic Wedding, Trend Wedding, Classic Colors Wedding, Clear Collection, Save the Date, Ginger P. Designer), occasion stationery (baby, birthday, graduation, bar/bat mitzvah), holiday greetings (Christmas, business holiday), and custom print products (napkins, signs, home décor, paper goodies). They employ specialty printing processes including foil printing, letterpress, thermography, embossing/debossing, and digital printing. The company also offers envelope embellishments, wax seals, and wedding accessories under the Hortense B. Hewitt brand. Products are sold primarily through a wholesale dealer program rather than direct-to-consumer.

Differentiator

Problem solved

Functional benefit

Brands

• Ginger P. Collection: Designer wedding invitation collection created by Ginger P., featuring modern elegance and contemporary designs.
• Happiness Delivered
• Hortense B. Hewitt

Products and services

• Luxe Wedding Collection Premium wedding invitation collection featuring exotic invitation designs with high-end finishes and specialty printing processes (foil, letterpress, thermography, embossing) for luxury celebrations, sold wholesale to authorized dealers.
• Classic Wedding Collection Mid-range wedding invitation collection offering gorgeous details with foil and embossing at accessible price points, sold wholesale to dealers.
• Trend Wedding Collection Contemporary wedding invitation designs with colorful, modern aesthetics and customizable options for trendy celebrations.
• Classic Colors Wedding Collection Vibrant, mix-and-match wedding invitations allowing customers to combine colors, styles, print processes, and designs, with color customization options.
• Clear Acrylic Invitations and Signs Unique clear acrylic wedding invitations and signs offering a sleek, modern look.
• Save the Date Collection Save the date cards and magnets to announce upcoming weddings.
• Ginger P. Collection Designer wedding invitation line created by Ginger P., featuring modern elegance and contemporary styles.
• Wedding Ensembles Complete wedding invitation suites including invitation cards, response cards, reception cards, map cards, stacked enclosures, and thank you cards.
• Ceremony and Reception Products Wedding ceremony programs plus reception items including place cards, table and menu cards, personalized napkins, coasters, cake tops, servers, toasting flutes, and favors.
• Holiday Greetings Holiday cards and greetings including Christmas cards, photo cards, Thanksgiving, Rosh Hashanah, Hanukkah, New Year, and seasonal party invitations.
• Business Holiday and Business Greetings Professional holiday cards and business occasion cards for anniversaries, birthdays, congratulations, thank you, sympathy, and professional communications.
• Occasion Collections (Bar/Bat Mitzvah, Graduation, Baby, Birthday, Quinceañera) Invitations and stationery for milestone occasions: Bar & Bat Mitzvah Collection, Graduation Collection (announcements, photo announcements, mini invitations, yard signs), Baby Collection (announcements, shower, baptism/christening invitations), Birthday Collection (kids' birthdays, quinceañeras, sweet sixteens, adult birthdays), and Bella Collection.
• Baptism and Christening Invitations Invitations designed for baptism and christening ceremonies.
• Value Wedding Invitation Sets Budget-friendly wedding invitation sets in the All 'n One format combining style and convenience with streamlined planning.
• Graduation Minis Pocket-sized graduation invitations designed for unique announcement needs.
• Personalized Napkins Custom printed napkins for weddings, parties, and celebrations available in various print options including digital printing and foil stamping.
• Personalized Wrapping Paper Personalized wrapping paper rolls offered in various holiday and occasion patterns.
• Signs and Décor Wedding and event signage including banners, paper board signs, foam board signs, pedestal signs, acrylic signs, welcome signs, and yard signs.
• Personalized Home Décor Personalized home items including cutting boards, kitchen towels, mugs, wine tumblers, and coasters.
• Flat and Folded Cards and Envelopes Core stationery card and envelope product line: flat cards in multiple sizes (A1-A10, S1, S2, R-series), folded greeting cards and invitations including Seal 'n Sends and gatefolds, and envelopes in standard sizes with options for digital, foil, letterpress, offset, variable print, and white ink printing.
• Events and Marketing Materials Business marketing materials including napkins, coasters, invitations, labels, business stationery, and desk accessories.
• Hortense B. Hewitt Wedding Accessories Wedding accessories brand including favors, ceremony décor, and reception items sold through Carlson Craft's dealer network.
• Personal Stationery and Happiness Delivered Individual stationery items including note cards, card packs, notepads, Post-it notes, labels, journals, and the Happiness Delivered subscription box (discontinued in 2024).

Quantifiable outcome

• One of the last fine stationery printers in business, offering full artistry of traditional fine printing

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• The Occasions Group (Parent Company)coreOthersCarlson Craft is operated under The Occasions Group (TOG), which also operates related brands including Tog.ink, Navitor, Folder Works, Wilmer, and Label Works. The parent company provides consolidated brand management and shared resources across the stationery and printing industry.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Designer Papers Inc. Designer Papers is a direct peer wholesale printer of wedding invitations, social stationery, and fine printed papers. Operates a similar dealer program and shares the same specialty print positioning as Carlson Craft.
• Cards & Pockets: Cards & Pockets is a direct competitor in fine printed wedding invitations, custom stationery, and pocket-fold suites. Targets a similar dealer/retailer customer base and offers comparable specialty print processes and design collections.
• Stationery Studio (Invitations by Dawn): Invitations by Dawn (Stationery Studio) is a direct peer producing wedding invitations, personalized stationery, and related paper goods. Operates a similar wholesale-to-reseller channel alongside consumer-facing purchasing.
• Checkerboard: Checkerboard is a direct peer selling wedding invitations and stationery through a wholesale dealer program to resellers. Overlaps closely with Carlson Craft in product mix (invitations, ensembles, accessories) and B2B go-to-market.
• William Arthur: William Arthur is a direct peer offering fine wedding and social stationery through specialty print processes (engraving, letterpress, foil). Sells through an authorized dealer network much like Carlson Craft, targeting the same stationery resellers and bridal consultants.
• Crane Stationery (Crane & Co.): Crane is a direct peer in premium wedding invitations and engraved stationery, sharing the same specialty printing heritage (engraving, letterpress) and dealer/wholesale distribution model. Comparable in product category, customer base (wedding resellers and upscale retailers), and positioning as a traditional fine printer.

Emerging players

• Minted: Minted is an emerging player in custom wedding stationery and occasion paper goods, with a marketplace model that competes with Carlson Craft's dealer channel. Overlaps in wedding invitations and personalized stationery but uses independent designer crowdsourcing rather than in-house fine printing.
• Paperless Post: Paperless Post is an emerging player offering digital wedding invitations, RSVPs, and event stationery. Represents the digital substitution threat to Carlson Craft's physical invitation category, targeting the same couple/occasion end consumer.

Broad incumbents

• Shutterfly: Shutterfly is a broad incumbent in personalized photo products, stationery, and custom printing at scale. While not focused on fine letterpress/foil specialty printing, it competes for the same wedding and occasion stationery consumer spend via digital-first manufacturing.
• Hallmark (Crown Media / Mahogany): Hallmark is a broad incumbent in greeting cards, stationery, and occasion products, and owns William Arthur. Competes across greeting cards and personal stationery and offers broader scale, brand, and retail distribution than Carlson Craft.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/carlsoncraft
• Facebookfacebook.com/CarlsonCraft
• Instagraminstagram.com/carlsoncraft
• Pinterestpinterest.com/carlsoncraftinc
• LinkedInlinkedin.com/company/carlson-craft

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 Carlson Craft