The Crafty Kit Company

What The Crafty Kit Company does

The Crafty Kit Company Ltd is a Scotland-based, privately held craft kit designer, manufacturer, and retailer founded in 2012 and operating from Drem, North Berwick in East Lothian (registered in Scotland, company number SC446578). The company designs and produces beginner-friendly craft kits across multiple disciplines — including cross stitch, needle felting, embroidery, batik, felt craft, and paper flowers — packaged into a catalogue of approximately 729 SKUs that combine all required materials, instructions, and access to video guides and blog tutorials. Its signature product line is the Mini Matchbox Cross Stitch Kit, and the company also retails individual crafting supplies, books, PDF patterns, project bags, and gift cards.

The business operates a predominantly direct-to-consumer e-commerce model through its own Shopify storefront at craftykitcompany.co.uk, with shipping to the UK (free over £35, free as standard on Mini Matchbox kits), Europe, and the Rest of World via Royal Mail. Pricing is on a unit basis, typically $13–$36 per kit with seasonal promotions of up to 50%. A secondary trade/wholesale channel targets independent retailers through a dedicated trade website and the Faire.com marketplace. The product portfolio is built on a combination of in-house "Crafty Kit Company" and sub-brand designs (Mini Matchbox, Trimits, Mouseloft, Creativ) and officially licensed character collections with Peanuts, Paddington, Beatrix Potter, Moomin, and Fiskars.

The company serves two customer segments: individual hobbyist crafters seeking accessible, complete kits for relaxation, mindfulness, and creative expression (primary), and wholesale/trade buyers stocking craft kits for retail resale (secondary). Marketing is content-led, anchored by a blog, video guides, social media presence across Twitter/X, Facebook, Pinterest, and Instagram, an email newsletter, and a "Craft Your Way to Happiness" Facebook community with a "Crafted by You" customer showcase. The company is founder-led with 1–10 employees and has no external funding, parent company, or public listing.

Name

The Crafty Kit Company

Legal name

The Crafty Kit Company Ltd

Website

https://craftykitcompany.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Crafty Kit Company is a Scotland-based craft kit manufacturer and DTC retailer selling beginner-friendly cross stitch, needle felting, embroidery, batik, and felt kits to hobbyists worldwide, with licensed collections from Peanuts, Paddington, Beatrix Potter, and Moomin, plus a trade/wholesale channel via Faire.com.

Ownership category

akta.pro rank

Product category

Craft Kits

NAICS

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

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

DIY Craft Kits & Project Kits Retail (CRALACAH)

akta.pro secondary industries

Cross-Stitch & Counted Thread Shops (CRALADAF), Needlepoint & Embroidery Shops (CRALADAE), Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)

Keywords

• Craft kits
• Cross stitch kits
• Needle felting kits
• Embroidery kits
• Crafting supplies

Headquarters

HQ city

North Berwick

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of craft kits and supplies through e-commerce storefront. Products include cross stitch kits, needle felting kits, embroidery kits, and crafting supplies. Also sells books, project bags, and tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Crafty Kit Company designs, manufactures, and supplies beginner-friendly craft kits containing all materials needed to complete a project, including cross stitch kits, needle felting kits, embroidery kits, batik kits, felt craft kits, and paper flower kits. The company also sells individual crafting supplies (felting wool, needles, mats, fabric, scissors), instructional books and PDF patterns, project bags, and gift cards, supported by video guides, tutorials, and blog content to help crafters complete each project.

Product overview

The Crafty Kit Company is a Scotland-based craft kit retailer and manufacturer offering a portfolio of approximately 729 products across multiple craft disciplines. The core offerings include Mini Matchbox Cross Stitch Kits (their signature product line of tiny cross stitch projects in matchbox packaging), Needle Felting Kits, Cross Stitch Kits, Embroidery Kits, Batik Craft Kits, Felt Craft Kits, and Paper Flower Kits. The company operates a platform-plus-supplies model where customers purchase craft kits containing all materials needed, supplemented by individual crafting supplies (felting wool, needles, mats, fabric), books and PDF patterns, project bags, and gift cards. The product portfolio includes licensed character collections (Peanuts, Paddington, Beatrix Potter, Moomin) alongside their own-brand CKC designs, Trimits, and Mouseloft sub-brands. Seasonal offerings include Christmas-themed kits, Advent Kits, and the annual Christmas in July collection. The company emphasises beginner-friendly kits designed in Scotland with everything included to complete each project.

Differentiator

Problem solved

Functional benefit

Brands

• Mini Matchbox: Mini Matchbox Cross Stitch Kits - a signature small-format cross stitch kit product line that fits in a matchbox, offered at $14.00 USD each
• Peanuts
• Paddington
• Beatrix Potter
• Moomin
• Trimits
• Mouseloft
• Creativ

Products and services

• Mini Matchbox Cross Stitch Kits Compact cross stitch kits packaged in matchbox-sized containers, featuring playful wordplay designs, seasonal themes, and licensed characters. Each kit contains everything needed to create tiny stitchable artworks; signature CKC product line priced at $14.00 USD with free UK delivery.
• Needle Felting Kits Kits for sculpting soft wool into decorative creatures and objects using barbed needles. Includes licensed characters (Beatrix Potter, Moomin) and exclusive CKC designs ranging from beginner to improver skill levels; priced from $13.00 to $28.00.
• Cross Stitch Kits Traditional cross stitch kits containing everything needed to create a finished piece mounted in a bamboo hoop. Includes themed collections (Beatrix Potter, Paddington, Trimits) and seasonal designs.
• Embroidery Kits Embroidery craft kits featuring various threads and techniques, including licensed designs (Moomin, Paddington, Peanuts) and CKC original patterns for beginners to experienced crafters; priced from $17.00 to $36.00.
• Batik Craft Kits Traditional fabric art kits using wax and dye techniques to create intricate patterns on cloth. Includes lamp kits and mini batik ornament kits with various nature and licensed themes.
• Felt Craft Kits Kits for creating decorative felt flowers and floral arrangements, including Van Gogh's Felt Sunflowers and other botanical designs with felt fabric and embellishments.
• Paper Flower Kits Kits using crepe paper to craft realistic-looking flower arrangements and decorations, offering an alternative to felt floral crafts.

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

Five partnerships are on record, tiered minor and core.

• FiskarsminorOEM/ Whitelabel/ Licensing PartnerCollaboration with Fiskars for branded scissors. Fiskars x Moomin branded general purpose scissors available in multiple colors (orange, purple, pink, blue) featuring Moomin characters.
• Peanuts (Snoopy)coreOEM/ Whitelabel/ Licensing PartnerOfficially licensed Peanuts craft kits featuring Snoopy, Charlie Brown, and friends. Products include embroidery kits, needle felting kits, needle minders, and cross stitch kits. Growing collection with more kits planned.
• PaddingtoncoreOEM/ Whitelabel/ Licensing PartnerOfficially licensed Paddington Bear cross stitch and embroidery kits. Brand new collection featuring Paddington's adventures. Products include mini embroidery kits and cross stitch kits.
• Beatrix PottercoreOEM/ Whitelabel/ Licensing PartnerOfficially licensed Beatrix Potter craft kits featuring Peter Rabbit, Jemima Puddle-Duck, and other beloved characters. Includes needle minders, cross stitch kits, and needle felting kits.
• MoomincoreOEM/ Whitelabel/ Licensing PartnerOfficially licensed Moomin craft kits handmade in Scotland. Features Moomin, Snufkin, Little My, and other characters. Includes needle felting kits, embroidery kits, scissors, needle minders, and books.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Janlynn Corporation: US-based cross stitch and needlecraft kit manufacturer producing licensed character kits (e.g., Disney, Precious Moments, Golden Girls). Direct peer in licensed cross stitch kits with similar gift-led positioning.
• Annie's (Annie's Kit Club): US craft kit and pattern publisher offering counted cross stitch, crochet, knitting, and general craft kits with a kit-of-the-month subscription model. Direct peer in craft kits with a strong pattern and licensing library.
• Heritage Crafts: UK-based cross stitch kit manufacturer (home of DMC Magic Kit and John Clayton kits), selling beginner-to-advanced designs through DTC and trade channels. Directly comparable craft kit portfolio, UK base, and wholesale/trade distribution model.
• Dimensions Crafts: Established cross stitch and needlework kit brand owned by EK Success, offering stamped and counted cross stitch kits, including licensed character ranges (e.g., Disney, BBC, royalty). Closest large-scale direct competitor in cross stitch kits globally.
• Bothy Threads: UK-based designer and manufacturer of counted cross stitch kits, including licensed character collections and themed designs. Closest direct competitor in the UK cross stitch kit market with a similar gift-led, design-forward proposition.

Broad incumbents

• Fat Brain Toys: US-based specialty toy and craft kit retailer/manufacturer offering kids' craft kits, art supplies, and STEM craft projects. Broader incumbent in craft kits with overlap on beginner-friendly, all-included kit formats aimed at gifting and family use.
• DMC: Global leader in embroidery thread, needlework supplies, and cross stitch kits (incl. DMC Magic Kit). Broad incumbent in the same craft category with overlapping embroidery and cross stitch kits plus a much larger brand and distribution footprint.
• Hobbycraft: UK's largest specialist craft retailer carrying cross stitch, embroidery, needle felting, and craft kits from multiple brands including own-label ranges. Major channel and category incumbent; both competitor and potential wholesale customer for CKC kits.
• Anchor (Coats Group): Major needlework and embroidery thread brand within Coats Group, also producing cross stitch and embroidery kits and supplies. Broader incumbent with portfolio overlap in embroidery and cross stitch consumables and kits.

Emerging players

• Cotton+Chrome: Modern, design-led craft kit brand focused on punch needle and embroidery kits with on-trend aesthetics and influencer-led marketing. Comparable beginner-friendly kits with a contemporary brand voice, though US-based and narrower in category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/craftykitco
• Facebookfacebook.com/CraftyKitCompany
• Instagraminstagram.com/craftykitcompany
• Pinterestpinterest.co.uk/thecraftykitcompany

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 The Crafty Kit Company