Crochet

What Crochet does

Crochet.com is a direct-to-consumer e-commerce platform selling crochet supplies, operated by Local Crafts Group, LLC. The platform serves primarily hobbyist crocheters across US, Canada, UK, and Australia markets with localized pricing, and secondarily gift buyers and independent designers who source materials through the site. The product catalog spans six core categories: yarn and fiber, crochet hooks, patterns, kits and bundles, tools and accessories, and books. Own-brand yarn lines include Wool of the Andes, Comfy, Palette, Brava, Dishie, Swish, Stroll, CotLin, and undyed Bare Yarn, alongside third-party brands Lion Brand, Berroco, Sirdar, King Cole, and Baa Ram Ewe. The platform also retails its own Dots and Aura ergonomic hook lines and collaborates with independent designers on Crochet Along (CAL) bundles and Looops amigurumi kits.

The business operates on a one-time-purchase model with no subscription requirement, complemented by a freemium pattern library where many patterns are free with purchase of associated yarn, and others are available as paid downloads or eBooks. Pricing ranges from approximately $2.99 per yarn skein to $359.97 for curated value packs, with multi-unit value-pack discounting and recurring sitewide promotions (e.g., 20% off). Customer acquisition relies on email list building (15% off for sign-up), content marketing through a Learning Center, and organic social channels including Instagram, Facebook, Pinterest, Ravelry, and YouTube. Crochet.com functions within the Local Crafts Group multi-brand portfolio, which includes sister sites KnitPicks.com, ConnectingThreads.com, and SuperiorThreads.com, enabling shared supply chain and customer infrastructure.

The company reports a headcount of 11–50 employees and is privately held with no disclosed funding rounds, revenue figures, or institutional investment ownership. The parent operation traces to 1999, and Crochet.com itself is positioned as celebrating five years of operation. The platform has no documented public API, SDK, or AI/ML features, and operates as a self-contained e-commerce storefront with no app presence.

Name

Crochet

Legal name

Local Crafts Group, LLC

Website

https://crochet.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Crochet.com is a direct-to-consumer e-commerce platform selling crochet yarn, hooks, patterns, kits, tools, and books to hobbyist crocheters and gift buyers across US, Canada, UK, and Australia, operated by Local Crafts Group, LLC alongside sister craft-retail brands.

Ownership category

akta.pro rank

Product category

Craft Supplies Retail

NAICS

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

SIC

Knitting Mills (2250)

akta.pro primary industry

Yarn, Knitting & Crochet Supplies Retail (CRALACAF)

akta.pro secondary industry

Yarn, Knitting & Crochet Shops (CRALADAC)

Keywords

• Crochet supplies
• Yarn retail
• Crochet patterns
• Craft kits
• Crochet hooks

Headquarters

HQ city

Vancouver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Crochet.com generates revenue through direct online sales of physical products including yarn, crochet hooks, kits, bundles, patterns, books, and accessories. The business operates on a one-time purchase model with no subscription requirement. Customers can purchase individual items, curated kits, or bundles. The company offers value packs at discounted per-unit pricing to encourage larger purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Crochet.com is a direct-to-consumer e-commerce retailer selling crochet supplies including yarn and fiber (cotton, wool, alpaca, silk, cashmere, mohair, acrylic), crochet hooks, patterns, kits and bundles, tools and accessories, and instruction books. The platform offers both own-brand yarn lines (Wool of the Andes, Comfy, Palette, Brava, Dishie, Swish, Stroll, CotLin) and third-party brands (Lion Brand, Berroco, Sirdar, King Cole, Baa Ram Ewe). It also provides a free Learning Center with tutorials and free patterns to support crocheters from beginner to advanced levels.

Product overview

Crochet.com is an e-commerce platform for crochet supplies operated by Local Crafts Group, LLC (celebrating 5 years in operation). The company offers a comprehensive ecosystem of products organized into core categories: Yarn & Fiber (including own brands like Wool of the Andes, Comfy, Palette, Brava, Dishie, Swish, Stroll, and CotLin, plus third-party brands like Knit Picks, Lion Brand, Berrocco, Baa Ram Ewe, Sirdar, and King Cole), Crochet Hooks (including own-brand Dots and Aura lines), Patterns (digital and print), Kits & Bundles (including learn-to-crochet kits and Looops amigurumi kits), Tools & Accessories, and Books. The platform also provides a Learning Center with educational resources for crocheters. Crochet.com operates alongside sister sites KnitPicks.com and ConnectingThreads.com under the Local Crafts Group umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• WeCrochet: Brand identity and community name for Crochet.com, used in social media presence and marketing materials.
• WeCrochet Magazine

Products and services

• Yarn & Fiber

Quantifiable outcome

• Over 199 yarn products available across multiple fiber types and weights

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major, standard and minor.

• Knit PickscoreTechnology or IntegrationKnit Picks is the house brand of Local Crafts Group, LLC (parent company of Crochet.com). The brand offers yarn products developed in-house with ethical manufacturing practices, where the team is involved in every step from fiber content selection to twist, ply, yarn weight, and dyeing techniques. Knit Picks yarns are exclusively available through Crochet.com and KnitPicks.com.
• Lion BrandmajorChannel Partner/ Reseller/ DistributorLion Brand (in operation since 1878, a fifth-generation family-owned business) is one of the leading yarn distributors in the US. Crochet.com serves as a retail reseller of Lion Brand yarn products including Wool-Ease, Mandala, Cover Story, and DIY Glow lines.
• BerrocomajorChannel Partner/ Reseller/ DistributorBerroco strives to provide timeless, sustainable yarns and partners with mills and yarn suppliers worldwide aligned with integrity, authenticity, and high-quality production values. Crochet.com retails Berroco products including Ultra Alpaca, Vintage, Remix, and Splash lines.
• SirdarstandardChannel Partner/ Reseller/ DistributorSirdar is a yarn brand featured on Crochet.com with products like Sirdar Stories DK and Sirdar Jewelspun. The partnership enables Crochet.com to offer international designer yarn brands.
• King ColestandardChannel Partner/ Reseller/ DistributorKing Cole is a yarn brand with products like Yummy (polyester chenille) and Warm & Toastie sold through Crochet.com. The partnership expands the range of chenille and bulky yarn options.
• Baa Ram EwestandardChannel Partner/ Reseller/ DistributorBaa Ram Ewe is a UK-based yarn brand emphasizing appreciation for wool production artistry and environmental responsibility in dyeing practices. Products include Woodnote, Coast, and Skipper yarn lines.
• Independent DesignersminorStrategic or Co-development PartnerCrochet.com partners with independent crochet designers for Designer Yarn Bundles and Crochet Along (CAL) projects. Designers contribute patterns while Crochet.com provides curated yarn bundles. The site encourages designers to apply through their Work With Us program.
• Local Crafts Group Family of BrandscoreTechnology or IntegrationCrochet.com is operated by Local Crafts Group, LLC alongside sister sites KnitPicks.com, ConnectingThreads.com, and SuperiorThreads.com. This integrated structure enables shared supply chain, technology, and customer experience infrastructure.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lion Brand Yarn: Fifth-generation US yarn brand (since 1878) selling direct-to-consumer across its full branded yarn portfolio plus patterns and tutorials. Competes with Crochet.com both as a supplier (Crochet.com resells Lion Brand) and as a direct retail destination.
• Berroco: US-based yarn brand and wholesaler with direct-to-consumer e-commerce. Crochet.com resells Berroco yarn; Berroco also sells direct, making it both a supplier and a channel competitor in the premium yarn segment.
• JOANN: Large US specialty craft retailer carrying yarn, hooks, patterns, and kits alongside broader craft categories. Competes for hobbyist share through omnichannel footprint (physical + online) and frequent promotional pricing.
• Hobby Lobby: Large US craft retailer with substantial yarn and crochet category presence through physical stores and online. Competes on price and selection for commodity yarn and basic hooks/kits.
• Michaels: Largest North American specialty arts and crafts retailer, carrying yarn, hooks, kits, and patterns alongside a broad craft assortment. Significant competitive overlap on commodity yarn and beginner kits.

Direct peers

• LoveCrafts: UK-based direct-to-consumer e-commerce platform selling yarn, crochet and knitting supplies, patterns, and kits across multiple geographies. Closest global DTC peer with comparable product breadth, pattern marketplace, and multi-market localization.
• KnitPicks: Sister site under Local Crafts Group, LLC, focused on knitting yarn and supplies. Operates the same backend infrastructure, supply chain, and own-brand products as Crochet.com, with a near-identical business model targeted at the parallel knitting hobbyist segment.
• WEBS - America's Yarn Store: Large US online yarn retailer offering deep SKU breadth across major brands, patterns, and tools. Direct e-commerce competitor with similar hobbyist customer base and multi-brand assortment strategy.
• ConnectingThreads: Sister site under Local Crafts Group, focused on fabric, quilting, and thread crafts. Shares infrastructure with Crochet.com and represents the parent company's adjacent craft-category play with a comparable DTC e-commerce model.

Emerging players

• Darn Good Yarn: Online yarn retailer specializing in sustainable, ethically sourced, and handspun yarns with a similar direct-to-consumer model. Competes in the premium/sustainable yarn niche that overlaps with Crochet.com's eco-friendly collection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wecrochet_
• YouTubeyoutube.com/c/WeCrochetOfficial
• Facebookfacebook.com/wecrochetofficial
• Instagraminstagram.com/wecrochetofficial
• Pinterestpinterest.com/wecrochetofficial

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Crochet