LoveKnitting
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
LoveKnitting firmographics
Firmographics- Name
- LoveKnitting
- Legal name
- LoveCrafts Group Limited
- Website
- https://lovecrafts.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Ownership category
- akta.pro rank
LoveKnitting industry classification
Industry- Product category
- Craft Supplies E-commerce
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (45913), Sewing, Needlework, and Piece Goods Retailers (459130), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Yarn, Knitting & Crochet Shops (CRALADAC)
- akta.pro secondary industries
- Yarn, Knitting & Crochet Supplies Retail (CRALACAF), Cross-Stitch & Counted Thread Shops (CRALADAF), Quilting & Patchwork Shops (CRALADAB), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)
Keywords
Where LoveKnitting is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
LoveKnitting business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Product Sales: Direct retail sales of yarn, knitting needles, crochet hooks, cross stitch supplies, embroidery kits, sewing patterns, quilting fabric, and craft accessories. Products sold at varying price points with regular promotional sales including seasonal clearance events.
- Digital Patterns: Downloadable PDF patterns sold individually, ranging from free patterns to paid patterns at various price points. Pattern catalog includes over 144,000 knitting patterns and 98,000+ crochet patterns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
LoveKnitting product offering
Product offeringCore offering
LoveKnitting (trading as LoveCrafts) operates a direct-to-consumer e-commerce platform selling yarn, knitting needles, crochet hooks, cross stitch and embroidery supplies, sewing and quilting fabrics, and craft accessories, alongside a catalog of downloadable knitting and crochet patterns. The company also runs a designer marketplace where independent pattern creators list and sell patterns, and a community platform where makers share completed projects.
Product overview
LoveCrafts (formerly LoveKnitting) is a comprehensive e-commerce marketplace and community platform for craft supplies. The platform offers a unified shopping experience across multiple craft categories: yarn (957+ products), knitting patterns (144,000+), crochet patterns (98,000+), cross stitch & embroidery (2,700+ products), and sewing & quilting (1,400+ items). The platform operates under its own sub-brands including Paintbox Yarns, and distributes premium brands like Debbie Bliss, MillaMia, and Valley Yarns. Beyond retail, LoveCrafts provides a community platform for makers to share projects, a designer marketplace for independent pattern creators, and an inspiration hub with how-to guides. The company serves multiple international markets through regional sites for North America, Germany, Australia, and France.
Differentiator
Problem solved
Functional benefit
Brands
- Paintbox Yarns: House yarn brand offering affordable yarns in various weights and fibers
- Paintbox Crafts
- LoveCrafts fabric
- The Yarn Collective
- Willow & Lark
- Valley Yarns
- Debbie Bliss
- MillaMia
Products and services
- Yarn Extensive range of knitting and crochet yarn in various weights (4-Ply, DK, Aran, Chunky, Super Chunky) and fibres (cotton, wool, merino, alpaca, cashmere, silk, bamboo, mohair). Features over 957 yarn products from brands including Rowan, Debbie Bliss, Paintbox Yarns, Lion Brand, and Cascade Yarns, sold to individual crafters for personal projects.
- Knitting Patterns Over 144,000 downloadable knitting patterns including free patterns for hats, scarves, baby items, socks, shawls, cardigans, and jumpers. Features independent designer patterns as well as major brand patterns, sold to hobbyist and enthusiast knitters.
- Crochet Patterns Over 98,000 downloadable crochet patterns including amigurumi toys, blankets, hats, bags, scarves, cardigans, tops, and granny square designs. Includes free and paid patterns from independent designers and major brands, sold to individual crochet enthusiasts.
- Cross Stitch & Embroidery Supplies Cross stitch and embroidery products including 2,703 kits, patterns, fabric (Aida, Evenweave, Linen), threads from DMC and Anchor, embroidery hoops, and accessories from brands like Zweigart and Bothy Threads, sold to cross stitch and embroidery crafters.
- Sewing & Quilting Supplies Sewing and quilting supplies including 1,483 patterns, fabrics from Moda Fabrics, Riley Blake, and Robert Kaufman, sewing patterns from Simplicity, McCall's, and Vogue, plus quilting rulers and sewing notions, sold to garment and quilting crafters.
- Hobbies & Crafts Supplies Additional craft supplies including macramé patterns and kits, punch needle supplies, needle felting kits, diamond painting kits, and doll making supplies. Features 81 products from brands like DMC, Hoooked, and Anchor, sold to hobby craft enthusiasts.
- Paintbox Yarns
Companies that use LoveKnitting
Customer profileSegments6 records
Ideal customer profiles3 records
LoveKnitting technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
LoveKnitting partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FeefominorFeefo is a customer review platform. LoveCrafts displays Feefo reviews and holds a Platinum Service Award based on customer feedback ratings.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
LoveKnitting competitors and assessment
Company assessmentBroad incumbents
- Etsy: Global online marketplace with a major craft and handmade category that includes independent yarn designers and small yarn shops. Competes with LoveCrafts for both buyer traffic and independent designer supply.
- JOANN: Largest US specialty fabric and craft retailer with broad assortment spanning yarn, fabric, sewing, and seasonal crafts. Operates as a broader incumbent with overlapping but wider product range than LoveCrafts.
- Michaels: North America's largest arts and crafts specialty retailer. Overlaps with LoveCrafts on yarn, knitting, and general craft supplies but serves a much broader customer base and category set.
Direct peers
- Black Sheep Wools: UK-based yarn and craft retailer with both physical Warrington store and online channel. Comparable product mix and craft customer base to LoveCrafts.
- We Are Knitters: Online DTC knitting kit retailer selling yarn, patterns, and needles in curated project bundles. Competes with LoveCrafts' kit product line and targets the same maker demographic globally.
- Knit Picks: US-based online yarn and knitting supplies retailer with strong house-brand portfolio (Comfy Worsted, Wool of the Andes). Highly comparable DTC model with own-brand focus and US customer base.
- Hobbycraft: UK's largest specialist arts and crafts retailer with both physical stores and a robust online channel selling yarn, fabrics, and craft supplies. Closest direct competitor to LoveCrafts in the UK market with overlapping product range and target customer.
- Wool Warehouse: UK online yarn retailer carrying King Cole, Sirdar, Stylecraft, and other major yarn brands with deep discount positioning. Competes with LoveCrafts on price within the same yarn category and customer segment.
- Lion Brand Yarn: Heritage US yarn brand selling both direct-to-consumer and through retailers (including LoveCrafts). Comparable as a yarn-focused e-commerce operation with strong own-brand portfolio.
- Deramores: UK-based online yarn specialist offering branded yarns, patterns, and knitting/crochet supplies. Directly comparable to LoveCrafts' yarn-led assortment and target hobbyist customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
LoveKnitting social profiles
Digital presenceLoveKnitting financial estimates
Financial estimateRevenue estimate
Valuation estimate
LoveKnitting leadership team
Management profileNumber of profiles
LoveKnitting subsidiaries and ownership
Company hierarchySubsidiaries1 record
LoveKnitting funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LoveKnitting M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LoveKnitting
What does LoveKnitting do?
LoveKnitting (trading as LoveCrafts) operates a direct-to-consumer e-commerce platform selling yarn, knitting needles, crochet hooks, cross stitch and embroidery supplies, sewing and quilting fabrics, and craft accessories, alongside a catalog of downloadable knitting and crochet patterns. The company also runs a designer marketplace where independent pattern creators list and sell patterns, and a community platform where makers share completed projects.
Is LoveKnitting a public or private company?
LoveKnitting is a private company. It is classified as venture growth investor backed and is currently operating.
When was LoveKnitting founded?
LoveKnitting was founded in 2012.
Where is LoveKnitting based?
LoveKnitting is headquartered in London, United Kingdom, in the Europe region.
How does LoveKnitting make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are digital Patterns.
Who are LoveKnitting's main competitors?
Broad incumbents on record are Etsy, JOANN and Michaels. Direct peers are Black Sheep Wools, We Are Knitters, Knit Picks, Hobbycraft, Wool Warehouse, Lion Brand Yarn and Deramores.
Does LoveKnitting have an API?
No public API is recorded for LoveKnitting.
What industry is LoveKnitting in?
LoveKnitting's product category is Craft Supplies E-commerce. Its primary akta.pro industry code is CRALADAC, Yarn, Knitting & Crochet Shops, with a secondary code of CRALACAF, Yarn, Knitting & Crochet Supplies Retail. Its NAICS code is 45913 and its SIC code is 5945.