What Sirdar does

Sirdar is a 145-year-old heritage yarn and craft-supply brand incorporated in the United Kingdom as Sirdar Holdings Ltd, operating as a privately held business-to-consumer retailer of knitting and crochet products. The company's portfolio spans four core sub-brands — Sirdar (core), Snuggly (baby/child), Hayfield and Hayfield Bonus (value), and Happy (cotton/chenille) — plus specialized lines including Sirdar Stories (chunky fashion), Jewelspun (self-striping), and Loveful Bio Blend (recycled). Its product surface covers yarns across eight weight categories (2 Ply through Super Chunky), downloadable patterns including a vintage Heritage Collection spanning the 1930s–1990s, accessories (needles, hooks, buttons), beginner kits with video tutorials, and community-driven Make-Along programs (CAL/KAL).

The underlying technology is a standard e-commerce platform powering sirdar.com with no disclosed proprietary AI, API, or software architecture; the business is fundamentally a physical-goods retailer with digital content (patterns, video tutorials) as an adjunct. Sirdar makes money through one-time product sales priced per unit, with yarns starting at £5.25 per 100g skein and patterns priced individually (e.g., £3.70), supplemented by promotional offers such as £10 off first orders over £75 and free digital patterns on orders above £35. The go-to-market is direct-to-consumer via sirdar.com, complemented by an online retail partner network (Hobbycraft, LoveCrafts, WEBS, Wool Warehouse), department-store distribution (John Lewis), and a global physical store network shipping to approximately 150 countries.

The customer base is fragmented hobbyists segmented into home crafters, the baby/children's market, adult fashion, and home decor enthusiasts. Marketing centers on community-building content (social channels, YouTube tutorials, seasonal Make-Along events) and SEO/content-driven acquisition rather than enterprise sales motions. Sirdar does not disclose revenue, headcount, or funding; it operates as an independent private company with no disclosed parent or institutional investors.

Name

Sirdar

Legal name

Sirdar Holdings Ltd

Website

https://sirdar.com

Company type

Private

Founded year

1880

Operating status

Operating

Short description

Sirdar is a 145-year-old UK heritage brand selling yarns, patterns, and accessories directly to hobbyist knitters and crocheters worldwide through sirdar.com, online retail partners, and a global physical store network, with sub-brands spanning baby, value, and fashion segments.

Ownership category

akta.pro rank

Product category

Knitting and Crochet Yarn and Supplies

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Fiber, Yarn, and Thread Mills (3131)

SIC

Knitting Mills (2250), Textile Mill Products (2200)

akta.pro primary industry

Yarn, Knitting & Crochet Shops (CRALADAC)

akta.pro secondary industries

Yarn, Knitting & Crochet Supplies Retail (CRALACAF), Threads, Yarns & Sewing Notions (Sewing Thread/Embroidery Thread/Bobbins/Needles) (IMAOALAE)

Keywords

• Knitting yarn supplies
• Crochet yarn supplies
• Craft patterns digital
• Yarn brand portfolio
• Knitting accessories tools

Headquarters

HQ city

Edison

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sirdar generates revenue through direct sales of knitting and crochet products including yarns (multiple brands under Sirdar umbrella), knitting and crochet patterns, and accessories such as needles, crochet hooks, and buttons. Products are sold as one-time purchases through the company's e-commerce platform and retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sirdar manufactures, sources and sells branded knitting and crochet yarns across multiple sub-brands (Sirdar, Snuggly, Hayfield, Hayfield Bonus, Happy), alongside digital knitting and crochet patterns, accessories (bamboo needles, crochet hooks, buttons), beginner kits with instructional videos, and community-led Make-A-Long programs. Customers purchase products as one-time transactions through sirdar.com, authorized online retailers and a global network of physical yarn and craft stores.

Product overview

Sirdar is a traditional craft company offering a comprehensive portfolio of yarn products across multiple sub-brands (Sirdar, Snuggly, Hayfield, Happy) and specialized lines (Stories, Jewelspun, Loveful). The core products are yarns available in various weights from 2-ply to super chunky, complemented by digital pattern libraries including thousands of contemporary and vintage (Heritage) designs. Additional offerings include accessories (needles, hooks, buttons), beginner kits, and community engagement programs through Make-A-Longs (crochet/knit-alongs). The company operates as a business-to-consumer e-commerce platform without a modular software architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Snuggly: Yarn brand focused on baby and children's knitting and crochet products
• Hayfield
• Hayfield Bonus
• Happy Cotton
• Happy Chenille

Products and services

• Sirdar Yarn (Core Brand) Primary yarn brand under Sirdar offering a wide range of yarn weights and fiber compositions for knitting and crochet projects, targeted at general home crafters.
• Sirdar Snuggly Yarn brand focused on baby and child-friendly fibers including cotton, bamboo and soft blends, targeted at crafters making garments and items for babies and young children.
• Hayfield Value-oriented yarn brand offering affordable options for everyday knitting and crochet projects, targeted at price-conscious home crafters.
• Hayfield Bonus Budget-friendly yarn line within the Hayfield family offering popular weights for everyday craft projects.
• Happy (Cotton and Chenille) Cotton and chenille yarn brand designed for fun, colorful craft projects such as amigurumi and decorative items.
• Sirdar Stories Chunky weight yarn collection with new shades released regularly for fashion-forward projects.
• Sirdar Jewelspun Self-striping yarn that creates colorful patterns automatically when knitted, available in various weights.
• Loveful Bio Blend 100% recycled yarn made from bio-based and recycled fibers, targeted at eco-conscious crafters.
• Knitting and Crochet Patterns Extensive library of downloadable patterns for garments, homeware, toys and accessories across all skill levels, purchased individually with free patterns available on qualifying orders.
• Sirdar Heritage Collection Archive of vintage knitting and crochet patterns spanning decades from the 1930s through 1990s, providing access to historical designs.
• Knitting and Crochet Accessories Hand-painted bamboo knitting needles, crochet hooks with soft-touch handles, and buttons for finishing knitting and crochet projects.
• Beginner Kits Complete kits for beginners bundling all required materials with access to instructional videos for learning to knit or crochet.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered primary and major.

• HobbycraftprimaryChannel Partner/ Reseller/ DistributorMajor UK-based craft retailer and e-tailer offering Sirdar products through both physical stores and online channel. Listed as a primary online retail partner on the Sirdar website.
• LoveCraftsprimaryChannel Partner/ Reseller/ DistributorListed as a primary online retail partner for Sirdar products, serving the UK and international markets through their e-commerce platform.
• WEBSprimaryChannel Partner/ Reseller/ DistributorAmerican yarn retailer and e-tailer, listed as an authorized online retail partner for Sirdar products, serving the US market.
• Wool WarehouseprimaryChannel Partner/ Reseller/ DistributorUK-based online yarn retailer, listed as an authorized online retail partner for Sirdar products.
• John LewismajorChannel Partner/ Reseller/ DistributorMajor UK department store chain with multiple locations stock Sirdar products in their haberdashery and craft sections.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cascade Yarns: US-based independent yarn company selling a wide range of fibers to crafters via DTC and retailers like WEBS. Directly comparable to Sirdar on yarn range, US retail partner relationships, and pattern-driven demand.
• Stylecraft: UK-based yarn manufacturer with a wide range of yarns and patterns sold via independent yarn shops and major retailers. Directly comparable to Sirdar on product range, UK retail channel mix, and hobbyist customer base.
• Lion Brand Yarn: One of the largest yarn manufacturers/retailers in the US with a broad multi-brand yarn portfolio and direct e-commerce. Highly comparable to Sirdar in product offering (multi-brand yarns sold DTC and via retail partners) and customer base (home crafters).
• Berroco: US-based yarn company distributing to independent yarn shops and design-led pattern library. Comparable to Sirdar on multi-brand yarn portfolio, pattern-led content marketing, and craft hobbyist target customer.
• Drops Design (Garnstudio): Scandinavian yarn brand with an extensive free pattern library and aggressive global DTC pricing. Comparable to Sirdar on yarn-plus-pattern content strategy and global craft consumer base.
• King Cole: British yarn manufacturer with broad product range (including baby yarns) and extensive pattern library. Comparable to Sirdar in core product (yarns for hobbyists), UK heritage, and pattern-led marketing approach.
• West Yorkshire Spinners: British yarn spinner with strong DTC and independent retailer presence in the UK and internationally. Closely comparable to Sirdar on UK heritage, fiber quality positioning, and global DTC shipping footprint.
• Rowan (by Coats): Premium heritage British yarn brand, now part of Coats, with designer-led patterns and global distribution. Closely comparable to Sirdar on heritage positioning, premium product tier, pattern library strength, and UK/global craft market focus.
• Debbie Bliss: Premium designer-led British yarn brand with strong pattern library and global distribution. Comparable to Sirdar on premium positioning within knitting, UK heritage, and pattern-driven demand.

Broad incumbents

• Red Heart (Coats): Mass-market yarn brand under Coats with very broad US distribution. Overlaps with Sirdar's yarn business but is positioned as a broader, mass-market incumbent rather than a heritage specialist; comparable as a key indirect competitor and channel benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/knitsirdar
• Facebookfacebook.com/knitsirdar
• Instagraminstagram.com/knitsirdar
• Pinterestpinterest.com/knitsirdar
• LinkedInlinkedin.com/company/sirdar-spinning-ltd-

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 Sirdar