What STOFF & STIL does

STOFF & STIL is the German specialty e-commerce brand of the Danish Selfmade® group, operated by Selfmade Deutschland GmbH and headquartered in Halstenbek. The company sells fabrics, sewing patterns, sewing accessories, thread and sewing machines direct-to-consumer through stoffundstil.de, with deliveries explicitly limited to addresses within Germany. The catalogue contains more than 3,400 fabric designs and approximately 500 sewing patterns, anchored by supply partnerships with Gütermann (thread) and Burda (sewing patterns), and the company holds OEKO-TEX STANDARD 100 certification alongside Trust Ecommerce Europe membership. The brand traces its origins to 1980 in Denmark under the name Peters Resthal.

The platform is built on the Shopware e-commerce stack with DIBS Payment Services for payments and Google Analytics for traffic and conversion tracking. Pricing follows a per-metre model for fabrics (€9.49–€22.99 per metre), with thread sold by unit (€1.99–€8.49) and sewing patterns at €7.99; free shipping is offered above a €49–€59 threshold. Order sizes are small and the customer base is fragmented across hobby dressmakers, quilters and other DIY textile crafters in Germany, generating long-tail, discretionary demand rather than enterprise or contract revenue.

The business model is a vertically focused German DTC specialty retailer with a headcount of 101–250 employees. In 2023, the German physical stores previously branded STOFF & STIL were rebranded to the unified "Selfmade" retail identity while stoffundstil.de was relaunched as the group's dedicated sewing-focused online destination, segmenting Selfmade's German footprint between a multi-category Selfmade store brand and a sewing-vertical e-commerce site.

Name

STOFF & STIL

Legal name

Selfmade Deutschland GmbH

Website

https://stoffundstil.de

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

STOFF & STIL is the German online specialty retailer of fabrics, sewing patterns, sewing accessories, thread and sewing machines operated by Selfmade Deutschland GmbH, part of the Danish Selfmade® group. It serves German hobby sewers and DIY textile crafters through stoffundstil.de, offering more than 3,400 fabric designs.

Ownership category

akta.pro rank

Product category

Fabric & Sewing Supplies Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

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

akta.pro secondary industries

Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH), Sewing Machine & Serger Retail (CRALADAD), Yarn, Knitting & Crochet Supplies Retail (CRALACAF)

Keywords

• Fabric retail
• Sewing supplies
• Sewing patterns
• Craft materials
• Yard goods

Headquarters

HQ city

Halstenbek

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. Retail E-commerce Sales: STOFF & STIL generates revenue through direct online sales of fabrics (meterware), sewing patterns, sewing accessories, thread, and sewing machines to consumers. All products are sold as meterware (by the meter) with minimum purchase quantities starting at 0.25m to reduce waste. The company also sells pre-packaged thread products in various lengths.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

STOFF & STIL operates an online e-commerce platform selling fabrics, sewing patterns, and sewing accessories directly to consumers. The product catalog includes over 3,400 fabric designs sold by the meter (minimum 0.25m), nearly 500 sewing patterns from Selfmade and Burda, plus a complete range of sewing thread, tools, accessories, and sewing machines. The company complements its online shop with physical retail stores in Germany operated under the Selfmade brand.

Product overview

STOFF & STIL is an online sewing universe operated by Selfmade Deutschland GmbH, offering a comprehensive e-commerce platform for fabrics, sewing patterns, and sewing supplies. The core product portfolio includes over 3,400 fabric designs sold by the meter, nearly 500 sewing patterns from Selfmade and Burda brands, and an extensive range of sewing accessories, threads, and tools. The platform architecture consists of multiple interconnected product categories: Stoffe (fabrics as the primary category), Schnittmuster (sewing patterns), Nähzubehör (sewing accessories), Nähgarn (sewing thread including quilting thread, overlock thread, and twine), Nähwerkzeuge (sewing tools), and Nähmaschinen & Overlock (sewing machines). Additional offerings include promotional sales sections and services like free fabric sample requests, custom tablecloth sewing, and a price guarantee for sewing machines. The company operates physical stores branded as Selfmade alongside the online platform, with over 40 years of heritage since founding in 1980.

Differentiator

Problem solved

Functional benefit

Products and services

• Stoffe (Fabrics)

Quantifiable outcome

• 3400+ fabric designs available
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Selfmade®coreChannel Partner/ Reseller/ DistributorSTOFF & STIL operates as part of the Selfmade® family. Physical stores have been rebranded to Selfmade® while the online presence maintains the Stoff & Stil brand. Selfmade.com serves as the broader creative products platform complementing Stoff & Stil's sewing-focused offering.
• DHLminorOthersLogistics partner for package delivery within Germany. STOFF & STIL ships from central warehouse in Denmark.
• GLSminorOthersLogistics partner for package delivery within Germany. STOFF & STIL ships from central warehouse in Denmark.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Hobbycraft: UK's largest arts, crafts, and sewing supplies retailer with both online and a national store footprint. Comparable in assortment breadth and customer base, but operates in a different geography (UK vs. Germany).
• Minerva Crafts: UK online fabric retailer carrying thousands of fabric designs and sewing notions. Comparable e-commerce proposition but primarily serves the UK rather than Germany.

Others

• Etsy: Global online marketplace with a significant fabric, craft, and sewing supplies supply base. Represents an indirect competitive channel for hobbyist sewing materials rather than a direct-boutique competitor.
• Burda: Major European sewing pattern publisher whose patterns are sold through Stoff & Stil. Connects to the same DIY sewing community and is one of Stoff & Stil's labeled pattern partners, rather than a direct retail competitor.
• Prym: Germany-based manufacturer of sewing accessories, notions, and haberdashery. Sells to the same sewing hobbyist end-customer and is a key supplier category for Stoff & Stil, making it an adjacent ecosystem participant.

Broad incumbents

• JOANN: US-based national specialty retailer of fabrics, sewing supplies, and craft materials. Same broad fabric-and-sewing category, but at much larger scale and with a different geographic focus.
• Moda Fabrics: US-headquartered broad fabric distributor and retailer selling to quilting, sewing, and craft enthusiasts. Comparable in targeting hobbyist sewers with a wide fabric assortment, but operates at a larger scale and different geography.

Direct peers

• Stoffe.de: German online fabric-specialty retailer selling piece goods, patterns, and sewing notions. Direct competitor with very similar fabric-by-the-meter value proposition targeted at sewing hobbyists.
• Buttinette: Germany's leading direct-to-consumer fabric, sewing, and craft supplies retailer. Closest direct competitor operating in the same German market with a comparable catalog of fabrics, patterns, notions, and sewing accessories sold to hobbyists.
• Nähpark: German online sewing retailer specializing in fabrics, sewing machines, and accessories. Directly comparable e-commerce proposition, customer base, and assortment focus to Stoff & Stil within Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

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 STOFF & STIL