What Wichelt Imports does

Wichelt Imports, Inc. is a privately held wholesale distributor of needlework products, founded in 1970 and headquartered in Stoddard, Wisconsin. The company distributes premium supplies for cross stitching, needlepoint, embroidery, beading, knitting, and punchneedle, sourced from six core brand partners: Kreinik (metallic threads), Permin (yarns), Zweigart and Jobelan (fabrics), Marlitt, and DMC (floss, beads, accessories). The catalog spans approximately 14,000+ active SKUs, including 12,000+ thread and fiber items, 673 bead varieties, 838 fabric options, 273 treasure items, and 346 prepackaged fabric SKUs, plus Mill Hill branded products (beads, kits, buttons, magnets, ceramic jewelry) as a significant sub-brand offering.

The company operates a two-tier go-to-market: wholesale accounts serve needlework shop owners who purchase for resale and access pricing only after registration, while retail customers are directed to a national dealer network via a shop locator tool. Revenue is generated through one-time wholesale purchase orders rather than subscriptions or licensing. Pricing is not publicly disclosed. The company does not disclose revenue, has no parent company, has not raised institutional funding, and operates exclusively within the United States.

Wichelt's competitive position rests on long-standing authorized distributor relationships with premium European and US needlework brands, catalog depth, and a fragmented dealer network. The business is asset-light distribution with no proprietary technology platform, no AI/ML capabilities, no patents or trademarks disclosed, and no active M&A, fundraising, or leadership transition activity documented.

Name

Wichelt Imports

Legal name

Wichelt Imports, Inc.

Website

https://wichelt.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Wichelt Imports is a privately held US wholesale distributor of premium needlework supplies, including beads, threads, fabrics, yarn, and kits, serving shop owners and retail customers through a national dealer network since 1970.

Ownership category

akta.pro rank

Product category

Needlework Supplies Distribution

NAICS

Apparel, Piece Goods, and Notions Merchant Wholesalers (4243), Piece Goods, Notions, and Other Dry Goods Merchant Wholesalers (424310)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Cross-Stitch & Counted Thread Shops (CRALADAF)

akta.pro secondary industries

Beading & Jewelry-Making Supplies Retail (CRALACAE), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Yarn, Knitting & Crochet Shops (CRALADAC)

Keywords

• Needlework supplies
• Wholesale craft distribution
• Embroidery fabrics
• Cross stitch materials
• Beading products

Headquarters

HQ city

Stoddard

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Distribution: Distributes premium needlework products and fabrics including beads, threads, fibers, yarn, fabrics, and accessories from brands such as Kreinik, Permin, Zweigart, Jobelan, Marlitt, and DMC to shop owners and retail customers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Wichelt Imports is a wholesale distributor of premium needlework products and fabrics sold to needlework shops and retail customers. Its catalog spans beads, threads and fibers, fabrics, yarn, kits, accessories, treasures, pre-packaged fabric, books, buttons/magnets, and punchneedle supplies drawn from brands such as Kreinik, Permin, Zweigart, Jobelan, Marlitt, and DMC, plus its own Mill Hill sub-brand. Shop owners access wholesale pricing through registered accounts, while retail customers are routed to nearby dealers via the shop locator.

Product overview

Wichelt Imports is a wholesale needlework products distributor offering premium quality products from brands including Kreinik, Permin, Zweigart, Jobelan, Marlitt, and DMC. The product portfolio centers on supplies for cross stitching, needlepoint, and embroidery. The core offerings include: Beads (Seed, Antique, Glass Treasures, Crystal Treasures, Metal Treasures in multiple sizes and finishes); Threads/Fibers (DMC Floss, Kreinik Metallics, Caron Collection); Fabrics (Aida, Linen in Belfast/Edinburgh/Newcastle varieties, Jobelan, Lugana, Canvas); Yarn (Permin Bella, Angel, Navia, Scarlet lines); and Mill Hill Products (a proprietary sub-brand of beads, buttons, kits, and treasures). The company also offers Kits, Accessories, PrePackaged Fabric, Books, Buttons/Magnets, and Punchneedle supplies. Products are primarily sold to shop owners and retail customers through a dealer network.

Differentiator

Problem solved

Functional benefit

Products and services

• Beads Decorative bead inventory spanning seed beads in multiple sizes and color families, antique and petite seed beads, size 8 glass beads, Magnifica cylindrical cut beads, pebble beads, glass treasures, crystal treasures, metal treasures, and glow-in-the-dark specialty finishes — sold wholesale to needlework shops and routed to retail customers via the dealer network, used for cross stitch, beading, and embellishment projects.
• Threads and Fibers Embroidery threads and fibers catalog with over 12,000 items including DMC floss (6-ply 100% cotton), Kreinik metallic threads, Caron Collection Waterlilies hand-dyed variegated silk, Glissen Gloss Rainbow, and Kreinik Japan threads — supplied wholesale to needlework shops and retailers for cross stitch, needlepoint, and embroidery projects.
• Fabric Needlework fabric catalog of 838 SKUs including Aida (14ct, 16ct, 18ct, 20ct), Belfast, Edinburgh, Newcastle, and Country French linens, Jobelan, Lugana (Murano, Brittany, Milana), Deluxe Mocha canvas, and other specialty fabrics — sold wholesale for cross stitching, needlepoint, and embroidery foundations.
• Yarn Knitting yarn line distributed under the Permin brand — Bella, Vigga, Navia Trio, Navia sock yarn, Angel, and Scarlet — in various fiber compositions, plus yarn patterns; distributed wholesale for hand knitting and craft use.
• Mill Hill Products (sub-brand line) Proprietary Mill Hill product line aggregating beads, ceramic jewelry, buttons, kits, needle magnets, stitching band, and treasures under a single sub-brand — distributed wholesale to needlework shops and through the dealer locator to retail craft consumers.
• Kits Pre-packaged needlework kits for cross stitching, needlepoint, and embroidery projects, supplied wholesale to shops and via the dealer network to retail hobbyists.
• Accessories Needlework accessories including bead embroidery tools and beading wire in various gauges, sold alongside other needlework categories.
• Treasures Decorative embellishments line (273 SKUs) of Glass Treasures (leaves, stars and moons, snowflakes, round beads, Easter eggs, miscellaneous shapes) and Crystal Treasures (round beads, rondelles, teardrops, hearts, margarita flowers, miscellaneous shapes) for ornamental needlework projects.
• PrePackaged Fabric Pre-cut and packaged fabric pieces (346 options) in fat-quarter sizes, available in Aida, Linen, and other fabric types in various counts, targeted at retail needlework customers.
• Books Needlework pattern books and instructional materials sold to wholesale and retail customers through the same channels.
• Buttons and Magnets Decorative buttons and magnetic closures used to finish needlework projects, sold across wholesale and retail channels.
• Punchneedle Supplies Punchneedle supplies and accessories used for decorative embroidery, distributed alongside the broader needlework catalog.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• KreinikcoreChannel Partner/ Reseller/ DistributorKreinik is a manufacturer of metallic threads and fibers for needlework. Wichelt Imports distributes Kreinik products including metallic threads, braid, and specialty metallic threads as part of their comprehensive thread and fiber catalog.
• PermincoreChannel Partner/ Reseller/ DistributorPermin is a Danish manufacturer of needlework yarns and threads. Wichelt Imports distributes Permin products including Bella, Vigga, Navia, Angel, and Scarlet yarn lines in various fiber compositions.
• ZweigartcoreChannel Partner/ Reseller/ DistributorZweigart is a German manufacturer of high-quality needlework fabrics. Wichelt Imports distributes Zweigart fabrics including Aida, Linen, and specialty fabric materials.
• JobelancoreChannel Partner/ Reseller/ DistributorJobelan is a brand of needlework fabric known for its quality blend materials. Wichelt Imports distributes Jobelan fabrics in various counts and colors.
• MarlittcoreChannel Partner/ Reseller/ DistributorMarlitt is a manufacturer of needlework products. Wichelt Imports distributes Marlitt products as part of their comprehensive needlework supply catalog.
• DMCcoreChannel Partner/ Reseller/ DistributorDMC is a world-renowned manufacturer of embroidery floss and needlework threads. Wichelt Imports distributes DMC products including floss, beads, and accessories, offering one of the most comprehensive DMC catalogs with color charts and conversion tools.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hobby Lobby: Large US arts-and-crafts chain offering fabric, yarn, and needlework departments. Serves overlapping hobbyist customers but with a general-merchandise model rather than Wichelt's needlework-specialist distribution model.
• Michaels: Major North American arts, crafts, and hobby retailer carrying needlework supplies within a much broader assortment. Overlaps on threads, fabrics, kits, and beads but at mass-market positioning versus Wichelt's premium specialty focus.
• JOANN: Largest US specialty craft and fabric retailer offering broad needlework assortment alongside general craft categories. Competes with Wichelt on price and convenience for overlapping fabrics, threads, and beads, but lacks Wichelt's depth in premium needlework-only brands.

Emerging players

• LoveCrafts (LoveKnitting / LoveCrochet): Digital-first global craft marketplace combining community, patterns, and supplies across knitting, crochet, and needlework. Represents the online-native competitive threat to traditional distributors like Wichelt via superior UX and international reach.

Others

• DMC: World-leading embroidery floss and needlework thread manufacturer that is both a key Wichelt supplier and a competing consumer brand. Functions as adjacent ecosystem participant whose direct-to-consumer strategy could affect Wichelt's wholesale volumes.
• Zweigart: German premium needlework fabric manufacturer (Aida, linen) distributed by Wichelt in the US. Functions as both a strategic partner and an upstream supplier whose go-to-market choices directly shape Wichelt's competitive position.

Direct peers

• Annie's (Annie's Kit Club): Subscription- and catalog-based needlework and craft kit club serving dedicated hobbyists with cross-stitch and crochet supplies. Comparable customer base and recurring-purchase business model, though kit-centric rather than open-stock wholesale.
• Nordic Needle: US-based needlework retailer and distributor carrying cross-stitch, needlepoint, and embroidery supplies from many of the same premium brands (Zweigart, DMC, Kreinik). Direct competitive overlap in catalog and dealer/wholesale model.
• 123Stitch.com: Online specialty retailer focused on cross-stitch and needlework supplies, offering fabrics, threads, and kits from the same premium vendor set. Directly comparable in target customer (needlework hobbyists) and category focus.
• Herrschners: Long-standing US mail-order and online needlework retailer selling cross-stitch, knitting, and crochet supplies. Closely comparable to Wichelt in product mix (threads, fabrics, kits, yarn) and customer base (shop owners and hobbyists).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wichelt-imports-inc

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 Wichelt Imports