Bobbin Inc.

What Bobbin Inc. does

Bobbin Inc., operating as Embroider This! (embroiderthis.com), is a privately held US e-commerce retailer founded in 2003 that sells machine embroidery blanks and fine linens — handkerchiefs, kitchen and guest towels, table linens, baby and kids items, waxed canvas gift items, acrylic blanks, and specialty gift linens — alongside embroidery supplies. The core product set comprises pre-washed, starched fabric items selected specifically for machine embroidery compatibility, supported by an embedded library of over 200 free downloadable designs available in up to 18 file formats (ART, DST, PES, JEF, etc.) to accommodate different embroidery machine brands. The company also offers design file services and educational content via a long-running blog and the My Embroidery Mentor partnership.

The technology layer is a standard e-commerce storefront with a secure shopping cart and downloadable digital assets; no public API or mobile app is offered, and the company maintains only a Facebook page and blog as social channels. Distribution is direct-to-consumer globally via embroiderthis.com, with a wholesale/bulk pricing tier for resellers and professional embroiderers. Pricing is unit-based at low ticket sizes ($1.49–$26.99) with volume discounts (e.g., 12/$58.20, 24/$110.40), reflecting a one-time-purchase, transactional revenue model with no subscription component.

The customer base is fragmented: home machine embroidery hobbyists form the primary segment, supplemented by professional embroiderers using wholesale pricing and seasonal gift buyers (baby, wedding/bridal, holidays). The business is founder-operated (Sarah Kochanowski is the primary contact) with approximately 20 employees, no disclosed external funding, and a documented staff contraction to two people during the COVID-19 pandemic in 2020. The company holds a BBB membership (since 2005) and a 2010 Certificate of No Complaints, and operates from a single online channel without disclosed geographic expansion plans.

Name

Bobbin Inc.

Legal name

Bobbin Inc.

Website

https://embroiderthis.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Bobbin Inc. (Embroider This!) is a privately held US e-commerce retailer selling machine embroidery blanks, fine linens, and embroidery supplies to home hobbyists and professional embroiderers, supported by a free library of 200+ downloadable designs.

Ownership category

akta.pro rank

Product category

Embroidery Supplies & Linens

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Needlepoint & Embroidery Shops (CRALADAE)

akta.pro secondary industry

Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)

Keywords

• Machine embroidery blanks
• Fine linens retail
• Embroidery supplies
• Handcrafted textiles
• Embroidery designs library

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of machine embroidery blanks including handkerchiefs, towels, linens, baby gift items, cosmetic bags, and embroidery supplies. Products sold individually and in bulk quantities at wholesale rates.
2. Wholesale/Bulk Sales: Wholesale pricing available for bulk orders of embroidery blanks, enabling resellers and volume customers to purchase at discounted rates.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Bobbin Inc. operates an online retail business under the Embroider This! brand, selling machine embroidery blanks and fine linens including handkerchiefs, towels, baby items, and table linens. The company also offers over 200 free downloadable embroidery design files in 18 formats to support hobbyist and professional embroiderers.

Product overview

Bobbin Inc. (operating as Embroider This!) is an e-commerce retailer specializing in machine embroidery blanks and fine linens. The core product is a comprehensive selection of blank fabric items ready for machine embroidery decoration, complemented by embroidery supplies and free downloadable designs. The product portfolio spans multiple categories: Handkerchiefs (ladies', men's, bridal, Irish, silk, bobbin lace varieties), Baby & Kids Items (bloomers, bibs, clothing, blankets, robes), Kitchen & Bath Towels (waffle weave, honeycombs, guest towels), Table Linens (napkins, placemats, tablecloths), Waxed Canvas Gift Items (beer carriers, dopp bags, cosmetic bags), Acrylic Blanks (tumblers, coasters, ornaments), and Unique Gifts (wine aprons, sachets, holiday items). The company also offers over 200 free machine embroidery designs in 18 file formats and embroidery supplies including stabilizers, needles, and specialty threads. Products are sold primarily to home machine embroidery enthusiasts and professional embroiderers.

Differentiator

Problem solved

Functional benefit

Products and services

• Machine Embroidery Blanks
• Fine Linens Collection
• Free Embroidery Design Library
• Embroidery Supplies and Notions

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• My Embroidery Mentor (Deborah Jones)coreStrategic or Co-development Partner · 20 May 2010Strategic content partnership with Deborah Jones, 35-year embroidery veteran and author. My Embroidery Mentor provides instructional videos, tips, techniques, and educational content featured on the Embroider This blog and product pages. Deborah Jones creates videos demonstrating embroidery techniques on specific products and her book 'Machine Embroidery on Difficult Fabrics' is sold through Embroider This.
• EmbroideryArtsminorGTM or Marketing PartnerProvider of monogram machine embroidery designs. Embroider This customers receive 15% discount on EmbroideryArts products through affiliate link. EmbroideryArts is the only major company dedicated exclusively to machine embroidery monogram designs, offering over 140 styles.
• Universal DigitizingcoreTechnology or IntegrationDigitizing service partner converting graphic images into machine embroidery design files. Embroider This uses Universal Digitizing for all their free design digitizing. Services include custom digitizing from photographs or artwork, with free quotes and flat rate pricing based on stitch count.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• AllBrands.com: Online sewing, embroidery, and quilting retailer offering machines, blanks, threads, and accessories. Comparable as a multi-category e-commerce destination for the same machine embroidery hobbyist and professional customer.
• Designs by JuJu: Machine embroidery design shop specializing in digitized designs across many themes and formats. Comparable digital-product model and overlapping customer base with home embroidery hobbyists.
• EmbroideryArts: Specialty monogram and embroidery design provider that is an existing affiliate partner of Bobbin. Directly comparable as a niche embroidery-focused digital design and supply retailer serving the same hobbyist and professional segments.
• Embroidery Library: Long-standing online retailer of machine embroidery designs and supplies serving home and commercial embroiderers. Directly comparable business model combining downloadable designs with blanks and notions, targeting the same SMB and hobbyist segments.
• Urban Threads: Specialty machine embroidery design retailer known for unique, alternative-style designs in multiple file formats. Comparable as a digital-design-forward embroidery retailer with overlapping hobbyist audience.

Others

• Etsy: Global online marketplace where many independent embroiderers and craft supply sellers operate. Comparable as an indirect channel/ecosystem where Bobbin's target customers discover and purchase embroidery supplies, designs, and finished goods.

Broad incumbents

• Michaels: Major North American arts, crafts, and needlework retailer offering embroidery supplies, blanks, and instructional content. Comparable broad incumbent with overlapping hobbyist and DIY customer base.
• JOANN: Largest US specialty fabric and craft retailer carrying embroidery blanks, threads, and supplies at scale. Comparable as a broad incumbent that competes on selection, price, and convenience across overlapping needlecraft categories.
• Sulky of America: Established brand and supplier of embroidery threads, stabilizers, and instructional content. Comparable as a broader embroidery supplies incumbent that competes across thread, notion, and educational content categories.
• Hobby Lobby: National craft retailer with extensive fabric and embroidery supplies assortment. Comparable as a broad incumbent competing for the same hobbyist customer across embroidery blanks, threads, and notions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/102504408213
• LinkedInlinkedin.com/company/bobbin-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 Bobbin Inc.