Art Felt
Art Felt is a UK sole proprietorship that designs and sells merino-wool felt-making craft kits directly to hobbyist consumers via its e-commerce site artfelt.co.uk, with prices of £17–£27 per kit. It also offers in-person workshops near Taunton and online video tutorials led by founder Andrea Coleman.
- Company typePrivate
- Founded-
- HeadquartersTaunton, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Art Felt does
Art Felt is a sole proprietorship operating under Andrea Coleman t/a Artfelt, based in Somerset, UK. The company designs and sells felt-making craft kits directly to consumers via its e-commerce website artfelt.co.uk, supplemented by phone orders, cheque payments, in-person workshops, and party bookings near Taunton. It also publishes step-by-step online video tutorials where Andrea personally guides customers through each project.
The core product portfolio of approximately 28 SKUs spans three categories: Picture Kits (flat felted scenes such as woodland animals, Scottish landscapes, and design-led pieces inspired by William Morris and Monet), 3D Craft Kits (needle-felted animals and objects like hedgehogs, rabbits, and Christmas puddings), and Wearable Craft Kits (wristwarmers and scarves). Each kit retails between £17 and £27 and includes 21-micron merino wool (70s tops) sourced from non-mulesed South American flocks and dyed with non-toxic, baby-safe colour-fast dyes, plus illustrated instructions, templates, felting needles, soap flakes, and access to online video tutorials. Some kits incorporate curly sheep fleece from UK flocks hand-dyed in Andrea's studio and ethically sourced materials such as recycled sari silk.
The business operates entirely as a direct-to-consumer micro-enterprise with no external funding, no disclosed employees beyond the founder, and no international expansion beyond the UK market. Distribution is limited to the proprietary website (with payments processed via SagePay and PayPal), free 2nd-class UK postage, and occasional craft fair appearances. Customer segments are individual hobbyist crafters, including adults and children aged five and above.
Art Felt firmographics
Firmographics- Name
- Art Felt
- Legal name
- Andrea Coleman t/a Artfelt
- Website
- https://artfelt.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Art Felt is a UK sole proprietorship that designs and sells merino-wool felt-making craft kits directly to hobbyist consumers via its e-commerce site artfelt.co.uk, with prices of £17–£27 per kit. It also offers in-person workshops near Taunton and online video tutorials led by founder Andrea Coleman.
- Ownership category
- akta.pro rank
Art Felt industry classification
Industry- Product category
- Craft Kits
- NAICS
- 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 industry
- Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects) (EDAAAGAB)
Keywords
Where Art Felt is headquartered
LocationHeadquarters
- HQ city
- Taunton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Art Felt business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales - Felt Making Kits: One-time sales of physical felt-making craft kits containing merino wool, instructions, tools, and video tutorial access. Products include felted picture kits and 3D needle felt animal kits priced between £17-£27 per kit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Felt Making Kits (various themes) - Price range £17-£27 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Art Felt product offering
Product offeringCore offering
Art Felt designs, assembles, and sells DIY felt-making craft kits made from high-quality merino wool, felting needles, templates, soap flakes, and other materials, bundled with access to step-by-step online video tutorials led by founder Andrea Coleman. The product range includes Picture Kits (flat felted scenes), 3D Needle Felt Kits (animals and decorative objects), and Wearable Craft Kits (wristwarmers, scarves), priced £17–£27. The company also offers in-person felting workshops and bespoke classes near Taunton, Somerset.
Product overview
Art Felt is a craft kit business founded by Andrea Coleman, offering felt making kits for creating felted pictures and 3D needle felt animals. The product portfolio consists primarily of felt making kits made from high-quality soft merino wool (21 micron, 70s tops) sourced from non-mulesed flocks in South America. The kits are categorized into Picture Kits (flat felt art featuring scenes like animals, landscapes, and themed designs), 3D Craft Kits (three-dimensional animals and objects like rabbits, hedgehogs, and Christmas puddings), and Wearable Craft Kits (functional items like wristwarmers and scarves). Each kit includes illustrated instructions, templates, felting needles, pure olive oil soap flakes, and access to online video tutorials. The company also offers in-person teaching workshops near Taunton, Somerset, and online video tutorials as complementary educational services. Kits use non-toxic, colour fast, baby-safe dyes and some include ethically sourced materials like recycled sari silk and curly sheep fleece from UK flocks.
Differentiator
Problem solved
Functional benefit
Products and services
- Strawberry Thief Picture Felt Making Kit (William Morris-inspired) Picture felt making kit featuring a design inspired by William Morris's Strawberry Thief pattern. Contains 5 shades of pure merino fleece, pencil rovings, wool tweed, prefelts, silk fibres, illustrated instructions, templates, felting needle, olive oil soap flakes, and access to an online tutorial. Produces one 23 x 23 cm picture. Priced £24.
- Coral Reef with Clownfish Picture Felt Making Kit
Companies that use Art Felt
Customer profileSegments1 record
Ideal customer profiles2 records
Art Felt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
Art Felt partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights3 records
Art Felt competitors and assessment
Company assessmentOthers
- Etsy: Global online marketplace hosting thousands of independent felt-making kit makers alongside Art Felt's category. Functions as both a competitive channel (where buyers can find similar kits from individual sellers) and a potential distribution platform for Art Felt to reach international customers without building its own infrastructure.
- Amazon UK: Dominant UK online marketplace that lists felt-making kits, felting wool, and craft supplies from multiple third-party sellers. Comparable as a competing sales channel for hobbyist crafters, and a potential platform for Art Felt to access broader UK and European demand without geographic limits.
Broad incumbents
- Hobbycraft: The UK's largest specialist craft retailer, operating a chain of stores plus a major e-commerce site that sells craft kits, felting supplies, and yarns. Comparable to Art Felt as a UK-based channel for hobbyist crafters, but operates at vastly larger scale and across every craft category rather than specializing in felt-making.
- John Lewis: Major UK department store and online retailer with a hobby, craft, and gift category that stocks craft kits and artisanal homewares. Comparable as a UK retail channel reaching craft-interested consumers, but as a broad generalist rather than a felt-making specialist, and a potential wholesale partner.
Direct peers
- Living Felt: A US-based direct-to-consumer supplier of needle felting and wet felting kits, fibers, tools, and tutorials. Closely comparable to Art Felt in product mix (felt-making kits, instructional content, premium fibers) and business model (DTC e-commerce selling curated kits to hobbyists), though operating in a different geography.
- Maker's Atelier: A UK-based direct-to-consumer sewing and craft kit brand offering curated kits with step-by-step instructions and premium materials to hobbyists. Comparable to Art Felt in DTC craft-kit model, premium materials positioning, and instructional content, though focused on sewing rather than felting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Art Felt social profiles
Digital presenceArt Felt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Art Felt leadership team
Management profileNumber of profiles
Profiles1 record
Art Felt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Art Felt M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Art Felt
What does Art Felt do?
Art Felt designs, assembles, and sells DIY felt-making craft kits made from high-quality merino wool, felting needles, templates, soap flakes, and other materials, bundled with access to step-by-step online video tutorials led by founder Andrea Coleman. The product range includes Picture Kits (flat felted scenes), 3D Needle Felt Kits (animals and decorative objects), and Wearable Craft Kits (wristwarmers, scarves), priced £17–£27. The company also offers in-person felting workshops and bespoke classes near Taunton, Somerset.
Is Art Felt a public or private company?
Art Felt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Art Felt founded?
Art Felt was founded in -1. It employs 1 to 10 people.
Where is Art Felt based?
Art Felt is headquartered in Taunton, United Kingdom, in the Europe region.
How does Art Felt make money?
One revenue line is on record: product Sales - Felt Making Kits.
Who are Art Felt's main competitors?
Others on record are Etsy and Amazon UK. Broad incumbents are Hobbycraft and John Lewis. Direct peers are Living Felt and Maker's Atelier.
Does Art Felt have an API?
No public API is recorded for Art Felt.
What industry is Art Felt in?
Art Felt's product category is Craft Kits. Its primary akta.pro industry code is CRALACAH, DIY Craft Kits & Project Kits Retail, with a secondary code of EDAAAGAB, Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects). Its NAICS code is 45913 and its SIC code is 3950.