Living Felt
Living Felt is a privately held, US-based specialty retailer founded in 2004 that sells needle felting, wet felting, and nuno felting supplies, wool, tools, and kits to hobbyists and art educators worldwide through e-commerce, a Dripping Springs storefront, and an affiliated online school.
- Company typePrivate
- Founded2004
- HeadquartersDripping Springs, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Living Felt does
Living Felt is a privately held specialty retailer founded in 2004 and headquartered in Dripping Springs, Texas, focused exclusively on needle felting, wet felting, and nuno felting supplies. The company operates a direct-to-consumer e-commerce storefront (feltingsupplies.livingfelt.com) shipping worldwide, complemented by a physical retail location at 2440 E US-290 STE E1 open Monday through Friday, and phone-order support. Its product catalog spans four core categories: needle felting tools and kits, wet felting tools and starter bundles, an extensive wool and fiber assortment (Core Wool, Merino Top in multiple micron grades, Corriedale, Bergschaf, Merino-Silk blends, prefelt), and effect fibers and felt/fabric yardage, with kit pricing typically ranging from approximately $5 to $91.
The business model is predominantly one-time e-commerce retail of craft materials, supplemented by a recurring revenue stream from FeltingTutorials.com, an affiliated online school offering paid self-paced felting courses taught by multiple professional instructors. Distribution and customer acquisition are driven by a content-led marketing engine built around the free weekly Wooly Wednesday YouTube show hosted by founder Marie Spaulding, an email newsletter, a blog/tutorial library, and the online school, which collectively function as a top-of-funnel to mid-funnel conversion path for the e-commerce store. The company also targets a secondary segment of art educators through Teacher Packs and classroom discounts.
Founder Marie Spaulding serves as CEO and Creative Facilitator, and the company is described as founder-operated with no disclosed institutional investment or private equity backing. There are no patents, regulatory actions, M&A activity, partnerships, or third-party certifications disclosed in the source material, and revenue figures are not publicly available.
Living Felt firmographics
Firmographics- Name
- Living Felt
- Legal name
- LIVING FELT, INC.
- Website
- https://livingfelt.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Living Felt is a privately held, US-based specialty retailer founded in 2004 that sells needle felting, wet felting, and nuno felting supplies, wool, tools, and kits to hobbyists and art educators worldwide through e-commerce, a Dripping Springs storefront, and an affiliated online school.
- Ownership category
- akta.pro rank
Living Felt industry classification
Industry- Product category
- Craft Supplies Retail
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130)
- akta.pro primary industry
- Home & Garden Hobbies (Gardening, Floral Design, Home Decor) (EDAAAGAL)
Keywords
Where Living Felt is headquartered
LocationHeadquarters
- HQ city
- Dripping Springs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Living Felt business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Retail Sales: Direct-to-consumer sales of felting supplies including wool, needles, tools, kits, and accessories through their online storefront. One-time purchase model for individual products.
- Online Felting Classes: Revenue from paid online felting workshops and classes offered through FeltingTutorials.com, their affiliated online school.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Wet Felting Tools Bundle - Complete starter kit |
| One time/ perpetual license | Pay-as-you-go | Wet Felting Scarf Kit |
| Unit Pricing | Pay-as-you-go | Wet Felting Flower Kit - Sunny Days |
| Other | Pay-as-you-go | Gift Certificates |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Living Felt product offering
Product offeringCore offering
Living Felt is a specialty craft supplies retailer that curates and sells wool fibers, felting needles, tools, kits, and accessories for needle felting, wet felting, and nuno felting. The company also operates an affiliated online school (FeltingTutorials.com) that delivers paid video courses in felting techniques, complemented by a free weekly YouTube tutorial show (Wooly Wednesday).
Product overview
Living Felt is a craft supplies retailer specializing in felting supplies and wool fibers for needle felting, wet felting, and nuno felting crafts. The company operates both an e-commerce store (feltingsupplies.livingfelt.com) and an online education platform (FeltingTutorials.com). The product portfolio centers around four main supply categories: Needle Felting Supplies (including kits, needles, tools, and foam pads), Wet Felting Supplies (including tools bundles, soaps, and resist materials), Wool and Fiber Materials (including Core Wool, Merino Top, Merino-Silk Blends, and specialty fibers), and Felt & Fabric (including wool felt sheets and silk fabrics). Supporting these core supply categories is a free educational platform featuring the Wooly Wednesday YouTube show with tutorials, an online school with paid courses, and teacher discount programs. The company positions itself as a one-stop destination for felting enthusiasts, offering both materials and instructional content.
Differentiator
Problem solved
Functional benefit
Brands
- FeltingTutorials.com: Online felting school operated by Living Felt offering self-paced online courses and workshops taught by various instructors including Laura Ricks, Charity van der Meer, and Natasha Smart.
- Wooly Wednesday
Products and services
- Needle Felting Supplies
Companies that use Living Felt
Customer profileSegments2 records
Ideal customer profiles2 records
Living Felt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Living Felt partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Living Felt competitors and assessment
Company assessmentDirect peers
- Dharma Trading Co: Direct peer — US-based mail-order retailer of textile fibers, dyes, and felting supplies serving hobbyists and small studios. Most comparable in scale, business model, and product mix to Living Felt.
- Treenway Silks: Specialty silk fiber and fabric supplier serving felters, spinners, and textile artists. Comparable niche retailer focusing on a specific fiber category used in nuno felting projects like those sold by Living Felt.
- Paradise Fibers: Online specialty retailer of spinning, weaving, and felting fibers and tools. Directly comparable DTC wool/fiber retailer with overlapping customer base of textile crafters.
- The Woolery: Specialty retailer of spinning, weaving, and felting equipment and fibers. Comparable business model targeting hand-spinning and felting hobbyists with curated tools and fibers.
Emerging players
- Creativebug: Subscription-based online craft education platform offering video classes. Comparable digital education offering to FeltingTutorials.com, though broader in craft categories covered.
- Camellia Fiber Club: Subscription-based specialty fiber retailer offering curated monthly fiber boxes targeting hand-spinners and felters. Comparable niche customer base with a different recurring-revenue GTM motion.
Broad incumbents
- Michaels: Largest North American specialty arts and crafts retailer. Carries felting kits and basic wool at scale, competing on convenience and price rather than specialist depth.
- Etsy: Global online marketplace for handmade and craft supplies where individual fiber artists and small retailers compete with Living Felt's wool and kit offerings. Represents both a competing channel and a sourcing alternative for customers.
- JOANN: Major US craft retail chain carrying felting supplies alongside thousands of other craft categories. Competes for the same hobbyist customer but with much broader assortment and physical footprint.
Regional players
- Brass & Burl: Modern specialty craft retailer focused on handwork and fiber arts kits. Comparable curated-DTC position but with a different merchandise mix (more knitting/sewing) than Living Felt's felting specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks1 record
Key highlights6 records
Customer concentration
Living Felt social profiles
Digital presenceLiving Felt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Living Felt leadership team
Management profileNumber of profiles
Profiles1 record
Living Felt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Living Felt 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 Living Felt
What does Living Felt do?
Living Felt is a specialty craft supplies retailer that curates and sells wool fibers, felting needles, tools, kits, and accessories for needle felting, wet felting, and nuno felting. The company also operates an affiliated online school (FeltingTutorials.com) that delivers paid video courses in felting techniques, complemented by a free weekly YouTube tutorial show (Wooly Wednesday).
Is Living Felt a public or private company?
Living Felt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Living Felt founded?
Living Felt was founded in 2004. It employs 11 to 50 people.
Where is Living Felt based?
Living Felt is headquartered in Dripping Springs, United States, in the North America region.
How does Living Felt make money?
Two revenue lines are on record. E-commerce Retail Sales are the primary driver. The others are online Felting Classes.
Who are Living Felt's main competitors?
Direct peers on record are Dharma Trading Co, Treenway Silks, Paradise Fibers and The Woolery. Emerging players are Creativebug and Camellia Fiber Club. Broad incumbents are Michaels, Etsy and JOANN. Brass & Burl is listed as a regional player.
Does Living Felt have an API?
No public API is recorded for Living Felt.
What industry is Living Felt in?
Living Felt's product category is Craft Supplies Retail. Its primary akta.pro industry code is EDAAAGAL, Home & Garden Hobbies (Gardening, Floral Design, Home Decor). Its NAICS code is 459130.