What VBS Hobby does

VBS Hobby Service GmbH is a German direct-to-consumer e-commerce retailer of arts and crafts supplies, headquartered in Kirchgellersen with a physical retail store (VBS Bastel-Markt) in Verden. Founded in 1964 and led by Petra Kempf, the company sells approximately 16,000 SKUs across categories including basic materials, paints and canvases, paper crafting, wool and yarn, fabrics and sewing accessories, jewelry making, seasonal decorations, and craft machinery (sewing machines, cutting plotters, engraving and embossing equipment). Distribution runs through the proprietary vbs-hobby.com storefront, iOS and Android apps, telephone ordering, and a printed catalog, with DHL handling last-mile fulfillment including a GoGreen climate-neutral option. Marketing combines owned channels (email newsletter, blog, YouTube, Instagram, Facebook, Pinterest, TikTok) with the Awin affiliate network and standard web analytics and experimentation tooling (Google Analytics, Mouseflow, Microsoft Clarity, Optimizely).

Revenue is generated almost entirely through one-time product sales priced individually, with a free-shipping threshold of €75 within Germany and a 30-day return policy. Customer acquisition relies on SEO, content marketing via the free Ideas & Instructions tutorial library, paid digital advertising, and affiliate referrals. The company serves four overlapping segments: individual hobby crafters, families with children, educational institutions (schools, kindergartens), and social or care facilities, the latter served through a dedicated VBS XXL bulk-purchasing program. There is no indication of venture or private equity ownership, M&A activity, or external funding; the business is independently held under a German GmbH structure with ongoing management by the founder family.

Name

VBS Hobby

Legal name

VBS Hobby Service GmbH

Website

https://vbs-hobby.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

VBS Hobby Service GmbH is a privately held German e-commerce retailer selling approximately 16,000 arts and crafts SKUs directly to hobbyists, families, schools, and care institutions via its website, mobile apps, catalog, and a single retail store in Verden.

Ownership category

akta.pro rank

Product category

Arts and Crafts Supplies Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)

akta.pro secondary industry

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

Keywords

• Arts and crafts supplies
• Hobby materials retail
• Sewing and fabrics
• Paints and brushes
• DIY craft kits

Headquarters

HQ city

Verden

HQ country

Germany

HQ region

Europe

Offices2 records

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: VBS Hobby generates revenue through the sale of craft supplies and hobby materials. The company operates on a one-time product purchase model where customers buy individual craft items. The product range includes basic materials, paints, fabrics, yarn, jewelry making supplies, machines and equipment, and craft kits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

VBS Hobby is a German direct-to-consumer retailer of arts and crafts supplies, operating the vbs-hobby.com online shop with approximately 16,000 articles across basic materials, paints, paper crafts, wool & yarn, fabrics & sewing, decorating, jewelry making, machines/equipment, and craft kits. Customers can order via the website, mobile app, telephone, or printed catalog, with a complementary physical showroom (VBS Bastel-Markt) in Verden, bulk purchasing (VBS XXL) for institutions, and free Ideas & Instructions tutorials supporting purchases.

Product overview

VBS Hobby is a German e-commerce retailer specializing in arts and crafts supplies, operating for over 50 years. The core offering is the VBS Hobby Online Shop featuring approximately 16,000 craft articles organized across multiple product categories including Basic Materials (acrylic forms, felt, foil, modelling materials), Creative with Colour (paints, canvases, brushes), Paper Crafting, Wool & Yarn, Fabrics & Sewing Accessories, Decorating, Jewellery Making, Craft Techniques (over 50 techniques), and Crafting with Children. The company also offers the VBS Craft Catalog (print and online), VBS XXL bulk quantities for institutions, free Ideas & Instructions tutorials, and a mobile app. Key machinery products include sewing machines (Brother, Prym brands), cutting plotters (Cricut), glass engraving tools (DREMEL, PEBARO), embossing machines, and wood burning tools. The business model combines e-commerce with catalog sales and phone ordering.

Differentiator

Problem solved

Functional benefit

Products and services

• VBS Hobby Online Shop Direct-to-consumer e-commerce webshop (vbs-hobby.com) serving as the primary sales channel for VBS Hobby's craft supplies, offering the full product range of approximately 16,000 articles to German and international customers with secure checkout, purchase-on-account option, and integration with iOS and Android mobile apps.
• VBS Craft Catalog Regularly updated printed and online catalog featuring VBS Hobby's full craft supply assortment, new product introductions, seasonal trends, and creative project ideas. Customers can browse the catalog online or order via the printed version by telephone.
• VBS XXL (Bulk Quantities) Bulk purchasing category offering craft supplies in large quantities at discounted prices, targeted at social institutions, hospitals, kindergartens, and schools that require materials for large-scale craft or therapeutic programs.
• Ideas & Instructions (Anleitungen) Free crafting tutorials, step-by-step guides, and instructional videos covering various craft techniques, with downloadable templates that accompany product purchases.
• VBS Mobile App (iOS and Android) Native iOS and Android application delivering VBS Hobby's shopping functionality to mobile customers, with enhanced mobile features and on-the-go ordering.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

One partnership is on record.

• Awin AGminorGTM or Marketing PartnerVBS Hobby participates in the Awin affiliate marketing program, allowing partner websites to promote VBS products and earn commissions on referred sales.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cricut: Global leader in crafting cutting machines; a brand partner/distribution relationship for VBS Hobby in cutting plotters, while also operating its own direct-to-consumer ecosystem that competes at the machine level.
• Prym: Major global manufacturer/supplier of sewing notions and craft accessories with consumer channel; overlaps with VBS Hobby's sewing accessories category and is itself a key VBS brand partner.
• Idee+Spiel Creativmarkt: Established German chain of physical hobby/craft stores with online channel; broader offline-and-online presence competing with VBS Hobby's physical store and e-commerce offering.

Direct peers

• Buttinette: Leading German specialty retailer for craft supplies, fabric, and hobby materials; directly competes with VBS Hobby across multi-category craft assortments in the same DACH geography.
• Rayher Hobby: German hobby and craft supplies specialist selling multi-category craft assortments; overlapping product mix and customer base with VBS Hobby in Germany.
• Makerist: German online craft platform combining tutorials, patterns, and craft supplies marketplace; combines content-and-commerce model directly comparable to VBS Hobby's tutorial library plus product sales model.
• Stoffe Hemmers: German specialty retailer focused on fabrics, sewing patterns, and textiles; directly overlaps with VBS Hobby's "Stoffe und Nähzubehör" fabric and sewing category.
• Creativ Company: German craft supplies wholesaler with consumer online store; overlaps with VBS Hobby in sewing, paper, jewelry and basic craft materials across the same DACH market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjB0_ucaMquzFiWbAq0EERQ
• Facebookfacebook.com/VBS.Hobby
• Instagraminstagram.com/vbshobby
• Pinterestpinterest.de/vbshobbyservice
• TikToktiktok.com/@vbshobby?
• Xx.com/vbshobby

Compliance4 records

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 VBS Hobby