What 1-2-3 Stitch does

1-2-3 Stitch (operating as 123Stitch.com) is a privately held, specialty direct-to-consumer e-commerce retailer founded in 1997 and headquartered in a single warehouse at 598 E Round Grove Rd, Lewisville, Texas. The company sells cross stitch patterns, kits, fabric (Aida, Linen, Jobelan, Lugana), embroidery floss and thread from over 60 manufacturers plus 200+ designer brands, quilting supplies, needlepoint materials, Sashiko/Boro supplies, embroidery hoops, display frames, notions, and embellishments to individual hobbyist stitchers. Pricing ranges from $0.76 per DMC 6-strand floss skein to over $50 for specialty frames, with curated floss packs for specific patterns priced $4.56–$104.91, supported by a $3.49 flat-rate domestic shipping model and USPS international shipping to 25+ countries.

The technology stack is a standard e-commerce storefront (no APIs, no mobile app, no MCP server) augmented with a suite of free utility tools — a thread color conversion calculator (mapping DMC, Weeks Dye Works, Classic Colorworks, Gentle Art, Sullivans, and Anchor), Aida and linen/evenweave fabric calculators, a DMC color chart, a quilt fabric measurement converter, and a quick-order system keyed to DMC and NPI silk color numbers. There is no evidence of AI/ML capabilities, recommendation engines, or third-party personalization infrastructure. Marketing is primarily organic search and email-driven, with promotional mechanics including 24-hour flash sales and BOGO discounts.

Revenue is generated entirely through one-time retail product sales on the DTC website, supplemented by electronic gift cards. The company is bootstrapped with no disclosed investors, funding rounds, acquisitions, or leadership changes, and appears to be owner-operated. Pricing reflects unit economics on small-ticket consumables (floss, needles) plus curated bundles and a long tail of patterns and kits, with no subscription or membership tier. Customer concentration is by definition diversified across an individual-hobbyist long tail, and order fulfillment is supported by both USPS shipping and a local pickup window at the Texas warehouse.

Name

1-2-3 Stitch

Legal name

1-2-3 Stitch

Website

https://123stitch.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

1-2-3 Stitch is a privately held, DTC e-commerce retailer founded in 1997 and based in Lewisville, Texas, selling cross stitch patterns, kits, fabric, embroidery floss, and quilting supplies from 200+ brands to individual hobbyist stitchers in 25+ countries via flat-rate shipping.

Ownership category

akta.pro rank

Product category

Craft & Needlework Supplies Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Cross-Stitch & Counted Thread Shops (CRALADAF)

akta.pro secondary industries

Needlepoint & Embroidery Shops (CRALADAE), Quilting & Patchwork Shops (CRALADAB), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)

Keywords

• Cross stitch supplies
• Embroidery floss retail
• Quilting supplies
• Needlework e-commerce
• Craft supplies online

Headquarters

HQ city

Lewisville

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, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of cross stitch patterns, kits, fabric, embroidery floss, thread, needles, frames, and quilting supplies through their e-commerce website. Products range from individual items like DMC 6-strand floss at $0.76 to curated floss packs priced up to $104.91.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

1-2-3 Stitch operates 123Stitch.com, a direct-to-consumer online retailer specializing in cross stitch patterns, kits, fabric, embroidery floss and thread, quilting supplies, needlepoint materials, and stitching tools/notions sourced from over 200 designer brands. The company also sells curated floss packs pre-assembled for specific cross stitch patterns, electronic gift cards, and provides free online conversion calculators (thread color, fabric count, quilt measurements) to support customer project planning.

Product overview

1-2-3 Stitch operates as an e-commerce platform specializing in needlework and quilting supplies. The core product portfolio centers on cross stitch (patterns, kits, and fabric in Aida, Linen, Jobelan, and Lugana), complemented by an extensive embroidery floss and thread selection featuring over 60 manufacturers including DMC, Weeks Dye Works, and Gentle Art. The offering extends into adjacent crafting categories—quilting supplies, needlepoint, embroidery, and felt appliqué—with supporting tools and notions (needles, scissors, frames). A free calculators suite provides thread conversion and fabric measurement tools. The company also offers electronic gift cards as a complementary product. All products are available for international shipping with $3.49 flat-rate shipping to the US.

Differentiator

Problem solved

Functional benefit

Products and services

• Cross Stitch Patterns Digital and physical cross stitch patterns from over 200 designers, including PDF instant downloads, modern trending designs, and traditional sampler patterns. Sold to individual cross stitch hobbyists.
• Cross Stitch Kits Complete cross stitch kits including fabric, thread, and sometimes needles, featuring brands like Mill Hill beaded kits and Jim Shore kits. Targeted at hobbyists seeking ready-to-stitch projects.
• Cross Stitch Fabric Various fabric types for cross stitch including Aida (6-20 count), Linen (10-56 count), Jobelan, and Lugana in multiple counts and colors. For cross stitch hobbyists selecting fabric by count.
• Embroidery Floss and Thread Comprehensive selection of embroidery floss and thread including DMC 6-Strand Floss, Weeks Dye Works, Classic Colorworks, Gentle Art Sampler Threads, Au Ver A Soie silk, Sashiko & Boro, and specialty threads from over 60 manufacturers. For cross stitch, embroidery, and needlepoint hobbyists.
• Quilting Supplies Quilting materials including rotary cutters, batting, quilting thread, fabric (400+ colors), quilt patterns, quilt kits, and precut fabrics (charm packs, jelly rolls, layer cakes). For quilting hobbyists.
• Stitching Tools and Notions Needles (PONY, John James, Bohin, Tulip), scissors (Yarn Tree, Bohin, Fiskars), Q-Snaps, organizers, storage solutions, project bags, needle minders, and stitching frames/hoops. For stitching hobbyists needing project tools.
• Frames, Hangers, Stands and Mounting Display solutions including Bucilla embroidery hoop frames, Chantelle's 141 display frames, Mill Hill display frames, Modern Hoopla frames, Paisleys & Polka Dots frames, Yarn Tree products, and finishing supplies. For stitchers finishing and displaying completed projects.
• Embroidery Supplies Embroidery materials including Chenille needles, Milliners needles, embroidery hoops, Sashiko supplies, visible mending tools, tea towels, waste canvas, and embroidery kits. For embroidery and sashiko hobbyists.
• Needlepoint Supplies Needlepoint materials including stretcher bars, scroll frames & rods, DMC Perle/Pearl Cotton, Rainbow Gallery silk lame, Caron Impressions, needlepoint kits, and blank/painted canvas. For needlepoint hobbyists.
• Embellishments Decorative items including Mill Hill Magnifica beads, Mill Hill treasures (charms), embellishment packs, buttons, and various crafting embellishments. For stitchers adding decorative details to projects.
• Floss Packs Pre-assembled floss bundles curated by 123Stitch for specific cross stitch patterns, containing all required thread colors from brands like Weeks Dye Works, Classic Colorworks, and DMC, priced $4.56 to $104.91. For stitchers wanting all thread for a pattern in one purchase.
• Electronic Gift Cards Electronic gift cards in various designs (Birthday, Thank You, Congratulations, Mother's Day, Father's Day, Love, Christmas) delivered by email in any amount, never expiring and redeemable without signup. For gift-givers purchasing for stitchers.

Quantifiable outcome

• Low flat-rate shipping at $3.49 for domestic orders
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Embroiderer's Guild of AmericaminorOthers123Stitch.com is a proud supporter of the Embroiderer's Guild of America, displaying their affiliate badge on the website footer.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Michaels: Largest North American specialty craft retailer with broad cross stitch, embroidery, and quilting assortments. Overlaps on category but not on specialty depth; benefits from 1,200+ stores while 1-2-3 Stitch benefits from deeper assortment.
• Hobby Lobby: Large US arts, crafts, and home décor retailer with a meaningful needlework and fabric assortment. Comparisons operate at the category-overlap level; Hobby Lobby's scale and store footprint are not the model 1-2-3 Stitch pursues.
• Annie's: Multi-channel craft retailer (catalog, web, kit clubs) with cross stitch, crochet, and quilting categories. Comparable in hobbyist customer base and pattern/kit-based merchandising, broader in non-needlework crafts.

Direct peers

• Mary Maxim: Multi-channel needlework and craft retailer (catalog, e-commerce, retail) with deep cross stitch and embroidery categories. Comparable in catalog breadth and customer base, slightly broader in yarn and craft offerings.
• Nordic Needle: Specialty needlework and cross stitch mail-order/online retailer founded in 1963 with a comparable catalog of cross stitch patterns, kits, fabric, and hard-to-find thread brands. Operates as a direct direct-to-consumer specialist with no retail stores, mirroring 1-2-3 Stitch's model.
• Herrschners: Long-standing catalog and online retailer of needlework, yarn, and craft supplies with a deep cross stitch and embroidery assortment. Closely comparable on product breadth, audience (hobbyist stitchers), and history of multi-channel specialty retail.
• The Silver Needle: Online needlework retailer specializing in cross stitch, needlepoint, and Crazy Quilting with curated designer brands and tools. Comparable on niche specialty, curated brand partnerships, and hobbyist customer base.

Emerging players

• Etsy: Online marketplace aggregating independent cross stitch pattern designers, kits, and floss sellers. Competes for pattern/IP discovery and floss sales, especially among younger hobbyists—relevant as a channel and competitor for modern/trending SKUs.
• Peaceful Heirloom: Smaller specialty needlework and cross stitch retailer with curated designer fabrics and threads. Comparable on curation philosophy and hobbyist focus, but at smaller scale than 1-2-3 Stitch.

Others

• DMC (Drops Motif et Création): Dominant global embroidery floss and thread manufacturer and a critical supplier to 1-2-3 Stitch. Not a direct retail peer, but a key supplier-participant in the same ecosystem; also sells selectively direct in some markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/1-2-3-stitch

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 1-2-3 Stitch