Emmaline

What Emmaline does

Emmaline Bags Inc. is a privately-held Canadian specialty retailer that operates as a one-stop-shop for professional bag-making supplies. Headquartered at 50 Manitoba Court, Spruce Grove, Alberta, the company sells metal bag hardware, zippers, straps and webbing, interfacing and stabilizers, specialty fabrics (including quilting cotton, canvas, cork, faux leather, Harris Tweed), sewing patterns, notions, and complete bag-making kits. The core technology is physical product — proprietary branded items including EB-FUSE™ fusible woven cotton interfacing, Prairie Faux Leather™, VARIO Creative® specialty tool, and Emmaline Zippers are trademarked and anchor the catalogue, alongside curated hardware kits co-developed with independent pattern designers.

The company runs a multi-channel go-to-market centered on a Shopify e-commerce storefront (emmalinebags.com) with multi-currency support across North America, Europe, and Asia-Pacific, supplemented by a brick-and-mortar retail location in Spruce Grove. Distribution extends through a Wholesale Account Program serving quilting and sewing supply stores and a Gold Business Membership targeting makers who commercially sell finished goods. Marketing is content-driven, anchored by a blog tutorial library (emmalinebags.blogspot.com), video tutorials, the Emmaline Sewing Patterns Facebook group, and a Flodesk newsletter, with the Emmaline Maker Series challenge program layered on top to drive recurring engagement.

Revenue is generated through direct product sales at unit-based pricing (ranging from under $1 for notions to over $100 for kits and interfacing bolts), with a 10% automatic discount applied to orders exceeding $75 CAD and wholesale pricing for qualified B2B accounts. The customer base of 2,000+ makers, a 4.9/5 aggregate rating, and 2,207 customer reviews indicate an engaged long-tail of individual hobbyists and small commercial bag makers; no enterprise or large-account revenue concentration is disclosed.

Name

Emmaline

Legal name

Emmaline Bags Inc.

Website

https://emmalinebags.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Emmaline Bags Inc. is a privately-held Canadian specialty retailer based in Spruce Grove, Alberta, that sells bag-making hardware, interfacing, fabrics, patterns, and complete kits to hobbyists and small commercial makers globally via Shopify, a physical storefront, and wholesale channels.

Ownership category

akta.pro rank

Product category

Bag-Making Supplies

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Backpacks, Bags & Load-Carriage Retail (CRAMAMAI)

Keywords

• Bag-making supplies
• Bag hardware
• Sewing patterns
• Fusible interfacing
• Faux leather fabric

Headquarters

HQ city

Spruce Grove

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of bag making supplies including metal hardware, sewing patterns (printed and PDF), fabrics, interfacing, zippers, webbing, tools, and complete bag-making kits. Revenue is generated through per-unit product sales with pricing ranging from under $1 to over $100 per item depending on product category and quantity.
2. Wholesale Accounts: Wholesale pricing offered to quilting/fabric stores and sewing businesses that want to carry Emmaline products. Gold Business Membership offered to makers who sell items created with Emmaline products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Emmaline Bags Inc. is a Canadian specialty retailer that sells bag-making supplies direct to makers through a Shopify e-commerce store and one physical showroom in Spruce Grove, Alberta. The catalogue includes proprietary branded products (EB-FUSE™ fusible interfacing, Prairie Faux Leather™, Emmaline Zippers, VARIO Creative® tool, Giardini Edge Paint) alongside third-party bag hardware, fabric, zippers, webbing, leather strapping, sewing patterns, and curated bag-making kits. Wholesale accounts serve sewing/fabric retail stores, and a Gold Business Membership serves makers who sell items they create.

Product overview

Emmaline Bags Inc. is a Canadian-based e-commerce retailer specializing in professional bag-making supplies. The company operates on a multi-product portfolio model offering: (1) Brand-name proprietary products including EB-FUSE™ Fusible Woven Cotton Interfacing and Prairie Faux Leather™ fabric; (2) Core sewing supplies including metal bag hardware, Emmaline brand zippers (by-the-yard and 24" pre-made), straps/webbing/handles, interfacing, and specialty notions (VARIO Creative® tool, Giardini Edge Paint); (3) Bag making kits with curated components for specific projects; (4) Sewing patterns (own-brand and Janelle MacKay patterns) available in printed and PDF formats; (5) Various fabric substrates including quilting cotton, canvas, cork, faux leather, Harris Tweed, and quilted materials; (6) Business membership programs (Wholesale Accounts for stores, Gold Business Membership for makers); and (7) Educational resources through the Learning Centre. The company sells directly to consumers via Shopify and offers wholesale/B2B channels. Products ship globally from Canada with retail locations in Spruce Grove, Alberta.

Differentiator

Problem solved

Functional benefit

Brands

• EB-FUSE: Emmaline brand fusible woven cotton interfacing for bag making, available in 3 weights
• Prairie Faux Leather
• Emmaline Maker Series
• Emmaline Zippers

Products and services

• EB-FUSE™ Emmaline Fusible Woven Cotton Interfacing Emmaline's flagship proprietary brand-name fusible woven cotton interfacing for bag making; available in multiple sizes (1 Yard, 2 Yards, 5 Yards, Swatch) and described as the company's favorite interfacing for bag construction.
• Prairie Faux Leather™ Proprietary brand of faux leather fabric sold by the ½ yard precut (18" x 53"), available in multiple colors including Raspberry.
• Bag Hardware Core assortment of metal bag hardware including locks, buckles, cord ends, eyelets, grommets, metal handles, chain, trim, corners, purse feet, snaps, magnets, strap rings, connectors, sliders, swivel hooks, and zipper ends in up to 7 finishes.
• Hardware Kits Curated hardware bundles for specific bag patterns, including Etol Convertible, Piero Sling Pack, Buddy Backpack, Double Flip Shoulder Bag, Moonwake Handbag, Aspen Crossbody, Mountain Saddle Bag, Laney-Jane Bag, Totes Ma Tote, Flora Wristlet, Manhattan Mamma, Glacier Crossbody, Spring Sling, Prairie Girl, Hiraeth Handbag, Retreat Backpack, Dainty Daytripper, Michael Traveler, Rio Convertible Tote, Wild Rose Shoulder Bag, Howie Bowler Bag, Rae Dual Zip Crossbody Bag, plus Bag of the Month Club kits.
• Premium Hardware Starter Kit Bundled hardware and zippers organized in an elegant box with everything needed for a next bag project.
• Emmaline Zippers Brand-name zippers including zipper-by-the-yard (Size #5, sold in 3 or 10 yard options) and 24" pre-made zippers with Rectangle Pulls in multiple colors and sizes (#3, #4.5, #5 coil).
• Straps, Webbing & Handles Webbing (printed and solid poly/cotton, seatbelt style, polypropylene, pre-made, leather, cording, drawstrings), leather strapping, Miyako leather shoulder straps, leather handle sets, wristlet straps, and handbag/tote bag handles.
• Bag Making Kits Complete DIY sewing kits with everything needed to make specific bags (excluding the sewing machine), including Juniper Clasp Wallet kit, Wool+Wax Tote, Triple Sling, Buckthorn Backpack, Cambridge Bag, Quilted Soft Vinyl Zipper Pouch, Oxbow Tote, Firefly Tote, and Retreat Bag kits.
• Sewing Patterns Emmaline brand sewing patterns and patterns by Janelle MacKay, available in printed paper format and PDF download; includes free PDF patterns and charity patterns (UJAMAA Bagettes).
• VARIO Creative® Tool, Supplies & Accessories Specialty VARIO Creative® branded tool plus its supplies and accessories for bag making.
• Giardini Edge Paint Specialty edge paint used to finish bag edges professionally.
• Bernette B08 Straight Stitch Machine Bernette B08 straight stitch sewing machine sold through Emmaline Bags for bag-making and general sewing.
• Fabric & Interfacing Wide range of fabrics (quilting cotton, canvas — cotton, waxed, water resistant — corduroy, cork fabric, laminated and coated cotton, faux leather and vinyl, specialty fabric and mesh, authentic Harris Tweed, quilted cotton and polyester) plus interfacing and stabilizers including Pellon brand products.
• Sewing Supplies & Notions Sewing notions including binding tape, binding and fold-over elastic, thread for bag making, tools and presses, and needlework/macrame kits.
• Sneaker Making Supplies Specialty supplies and kits specifically for making sneakers.
• Jacket Making Supplies Specialty supplies specifically for jacket construction.
• Bag Bases & Templates Templates and bases used to construct bags.
• Gift Cards Emmaline Bags gift cards available for purchase.
• Emmaline Maker Series A maker challenge program featuring monthly hardware kits tied to the Bag of the Month Club pattern.
• Wholesale Account Membership B2B wholesale pricing for sewing stores on Emmaline Bags Hardware, Janelle MacKay Sewing Patterns, Emmaline Zipper-by-the-yard and 24" zippers, Emmaline Zipper Sliders, Emmaline EB-FUSE Interfacing, and bulk Mora Faux Leather; class discounts on Sneaker Soles by SneakerKit.
• Gold Business Membership Membership for makers who create and sell items using Emmaline products; provides access to Gold pricing on Emmaline Bags zipper-by-the-yard, 24" zippers, and zipper sliders & pulls.

Quantifiable outcome

• Rated 4.9/5 by 2,000+ makers
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor.

• Tula PinkminorChannel Partner/ Reseller/ DistributorTula Pink is a fabric designer. Emmaline Bags carries her Prince Charming (Déjà Vu) fabric collection. Products sold by the quarter yard.
• Rifle Paper Co.minorChannel Partner/ Reseller/ DistributorRifle Paper Co. is a lifestyle brand known for floral and whimsical prints. Emmaline Bags carries their Home Sweet Home fabric collection on linen canvas.
• Dana WillardminorChannel Partner/ Reseller/ DistributorFabric designer whose Cinnamon Toast collection is sold by Emmaline Bags. Products available by the quarter yard.
• Anna Maria TextilesminorChannel Partner/ Reseller/ DistributorFabric designer whose Rhapsody collection is carried by Emmaline Bags.
• Blue CallaminorChannel Partner/ Reseller/ DistributorZipper brand. Emmaline Bags carries Blue Calla nylon coil zippers in Size #5, sold by the yard (3.25 yards per unit).
• Zipper ValleyminorChannel Partner/ Reseller/ DistributorSupplier of printed saffiano faux leather fabrics. Products like Awesome Blossom featured in Emmaline Bags inventory.
• More Me KnowminorChannel Partner/ Reseller/ DistributorNotion and tool brand. Products like Rainbow Sewing Machine Screwdriver and Emerald & Black Mixed Glitter Clips carried by Emmaline Bags.
• BohinminorChannel Partner/ Reseller/ DistributorSewing notion brand. Emmaline Bags carries Bohin finger snaps (13mm, 8-pack).
• OlisominorChannel Partner/ Reseller/ DistributorSewing iron manufacturer. Emmaline Bags carries Oliso Mini Irons including Yaya Han Cherry Blossom collaboration edition.
• Violet CraftminorChannel Partner/ Reseller/ DistributorCraft tool brand. Products like Seam Roller sold through Emmaline Bags.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Mood Fabrics: Mood Fabrics is a well-known NYC-based fabric retailer with deep apparel and bag-making substrate assortments. It overlaps with Emmaline on fabric substrates and notions but is a general fabric destination rather than a bag-specialist.
• JOANN: JOANN is the largest US specialty craft retailer carrying sewing hardware, interfacing, zippers, patterns, and bag-making kits. It serves the same end customer but as part of a broad-line assortment rather than the bag-only niche Emmaline occupies.
• Connecting Threads: Connecting Threads is a direct-to-consumer fabric and sewing supplies retailer carrying notions, patterns, interfacing, and bag-making hardware. It competes on overlapping categories (fabric, notions, interfacing) but is broader than Emmaline's bag-only focus.
• Clover Needlecraft: Clover is a major Japanese-owned sewing notions brand (tools, clips, fasteners) carried by Emmaline and other bag-making suppliers. It is a comparable input brand rather than a direct retailer, but competes for the same notion shelf space in makers' carts.
• Wawak: Wawak is a long-standing wholesale and retail sewing supplies business carrying interfacing, hardware, notions, and industrial sewing accessories. It overlaps with Emmaline in notions and interfacing but serves a more industrial/professional sewing base.

Others

• Etsy: Etsy is the dominant marketplace where Emmaline's small-business-maker customers sell their finished bags. While not a direct competitor, Etsy shapes the demand environment for handmade bag makers and indirectly drives Emmaline's B2B Gold Business Membership opportunity.

Direct peers

• Pacific Trimming: Pacific Trimming is a long-running bag-hardware specialist selling metal hardware, zippers, and trims to bag makers and apparel manufacturers. It directly overlaps Emmaline's bag-hardware core SKU set, though it skews more industrial/B2B.
• Sallie Tomato: Sallie Tomato is the closest direct peer — a US-based specialty retailer of bag-making hardware, patterns, and kits. It competes head-to-head with Emmaline in the niche DIY bag-making supplies category and operates a similar DTC + wholesale model.
• Bag of the Month Club (Janelle MacKay): Bag of the Month Club is a sister subscription program by Emmaline's founder offering monthly curated pattern + hardware kits. It is the closest subscription-style peer to Emmaline's Maker Series and demonstrates the membership/kits model adjacent to Emmaline's retail business.

Emerging players

• Noodlehead: Noodlehead is an independent bag-sewing pattern designer whose patterns Emmaline carries and supports with co-branded hardware kits. As a creator-side peer, it competes for pattern mindshare among bag makers and represents both a partnership and an emerging competitive force.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/EmmalineSewingPatternsGroup
• LinkedInlinkedin.com/company/emmaline

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 Emmaline