Drops Design AS
DROPS Design AS is a Norwegian craft company founded in 1982 that distributes over 12,299 free knitting and crochet patterns in 17 languages to drive global sales of its 30+ line proprietary yarn portfolio through e-commerce, Super Stores, and authorized retailers.
- Company typePrivate
- Founded1982
- Headquarters—
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Drops Design AS does
DROPS Design AS is a privately held Norwegian craft company founded in 1982 and headquartered in Oslo, operating a product-led content-and-commerce platform that supplies knitting and crochet patterns and proprietary yarn. The firm distributes more than 12,299 free patterns across 17 languages, organized by garment category (women, men, baby, children, pets, home, holiday), technique, and skill level, alongside an extensive library of instructional video tutorials, yarn combination tools, and stitch references. These free digital assets serve as the top-of-funnel acquisition mechanism, funneling users into purchases of the company's branded yarn portfolio, which spans 30+ SKUs ranging from premium fibers such as DROPS Kid-Silk (mohair/silk blend) and DROPS Alpaca to economy lines like DROPS Snow and DROPS Paris.
Underlying the platform is a content production and translation operation that has produced 325 catalogues over four decades, supported by interactive utilities (yarn calculator, yarn combination library of 376+ pairings, size conversion tables) and a community layer (#dropsfan gallery, DROPS-Along knit-along events) that drive engagement and word-of-mouth. The technology stack is a standard e-commerce/content management platform, with the differentiator residing in the proprietary content corpus rather than the underlying infrastructure; no AI/ML capabilities, APIs, or SDKs are disclosed.
DROPS Design monetizes primarily through direct-to-consumer yarn sales via garnstudio.com, wholesale distribution to a global network of authorized retailers and designated DROPS Super Stores, and sales of accessories such as needles, hooks, and buttons. Pricing is per-unit with three tiers (premium, mid-range, basic), and the company supplements base pricing with periodic promotional campaigns (e.g., 30% off cotton yarn promotions). The customer base is a long-tail of individual hobbyist crafters, segmented horizontally across use cases rather than by industry or enterprise account.
Drops Design AS firmographics
Firmographics- Name
- Drops Design AS
- Legal name
- DROPS Design A/S
- Website
- https://garnstudio.no
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DROPS Design AS is a Norwegian craft company founded in 1982 that distributes over 12,299 free knitting and crochet patterns in 17 languages to drive global sales of its 30+ line proprietary yarn portfolio through e-commerce, Super Stores, and authorized retailers.
- Ownership category
- akta.pro rank
Drops Design AS industry classification
Industry- Product category
- Craft Yarn and Patterns
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)
- akta.pro secondary industry
- Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects) (EDAAAGAB)
Keywords
Drops Design AS 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, Infrastructure
Revenue model
- Yarn Sales (Direct to Consumer): Primary revenue stream from selling DROPS branded yarns directly to consumers through the garnstudio.com e-commerce platform and through authorized retail stores worldwide.
- Wholesale to Retailers: Wholesale distribution of yarn products to DROPS Super Stores and other authorized retailers globally through a wholesale program.
- Accessories and Tools: Sale of knitting needles, crochet hooks, buttons, and other crafting accessories through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Yarn Lines (Kid-Silk, Alpaca, Brushed Alpaca Silk) |
| Unit Pricing | Pay-as-you-go | Mid-range Yarn Lines (Merino, Fabel, Karisma) |
| Unit Pricing | Pay-as-you-go | Basic Yarn Lines (Snow, Paris, Muskat) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Drops Design AS product offering
Product offeringCore offering
DROPS Design is a craft education and yarn retail company that designs and distributes proprietary knitting and crochet patterns (over 12,299 free patterns in 17 languages) and produces DROPS-branded yarn products spanning 30+ yarn varieties. The company monetizes primarily through yarn sales via its own e-commerce platform and a global network of authorized retailers, using the free pattern library as a customer acquisition channel to drive yarn demand.
Product overview
DROPS Design is a craft education and yarn retail company operating a digital platform offering over 12,299 free knitting and crochet patterns translated into 17 languages. The core product portfolio consists of the DROPS Yarn Collection (30+ premium yarn varieties including DROPS Air, Alpaca, Kid-Silk, Fabel, and Baby Merino) sold through a global network of Super Stores and retailers, complemented by free pattern libraries, video tutorials, and community features. The platform also includes utility tools (yarn calculators, size converters, pattern libraries) and seasonal catalogue releases. Founded in 1982, the company connects crafters worldwide with high-quality materials and free instructional content.
Differentiator
Problem solved
Functional benefit
Products and services
- DROPS Yarn Collection A comprehensive range of high-quality yarns including DROPS Air (65% Alpaca, 28% Polyamide, 7% Wool), DROPS Alaska (100% Wool), DROPS Alpaca (100% Alpaca), DROPS Baby Merino, DROPS Fabel, DROPS Kid-Silk (75% Mohair, 25% Silk), and 30+ other yarn varieties sold through global retailers and the company's e-commerce platform.
- Free Knitting Patterns A free library of over 12,299 knitting patterns covering women's, men's, baby (0-4), children (2-14), home décor, holiday items, and pet accessories, available in Norwegian with translations to 17 languages.
- Free Crochet Patterns Comprehensive free library of crochet patterns including accessories, home items, holiday decorations, toys, and garments for all ages, with video tutorials and step-by-step guides.
- DROPS Magic A newly introduced DROPS yarn product featured in the company's news section, expanding the existing 30+ yarn line portfolio.
- Vår & Sommer 2026 (Spring & Summer 2026 Collection) Seasonal collection for Spring & Summer 2026 featuring new knitting and crochet patterns paired with DROPS yarn products.
- Høst & Vinter 2025/26 (Fall & Winter 2025/26 Collection) Seasonal collection for Fall & Winter 2025/26 featuring new knitting and crochet patterns and yarn products.
- DROPS Children 50 A dedicated baby and children catalog offering 50 designs for children and baby knitwear and accessories.
Quantifiable outcome
- Over 40 years of industry presence and 12,299+ patterns demonstrate scale of content library
Companies that use Drops Design AS
Customer profileSegments7 records
Ideal customer profiles2 records
Drops Design AS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Drops Design AS partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- DROPS Super Stores NetworkcoreNetwork of premium retail partners designated as 'DROPS Super Stores' that exclusively or primarily sell DROPS yarn products. Examples include Leo Design (Åsgårdstrand, Norway). These partners receive special designation and drive significant retail revenue.
- Authorized RetailerscoreThousands of local yarn shops and online retailers worldwide authorized to sell DROPS products, including Strikkenett.no, Krabberødveien Landhandleri, Strikkemekka.no, Snarby Strikkestudio, Garnbørsen.no, Garnius.no, Ritohobby.no, Kremmerloftet, and LindeHobby. These partners form the primary distribution network for DROPS yarn products globally.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Drops Design AS competitors and assessment
Company assessmentDirect peers
- West Yorkshire Spinners: UK-based spinner producing branded yarn with a free pattern library and a network of independent retailers. Closely comparable to DROPS in being a brand-led yarn producer with a strong pattern library and wholesale-heavy distribution model.
- Hobbii: Danish yarn and patterns company founded in 2015 with a modern DTC e-commerce platform, free pattern library, and growing international footprint. Competes most directly with DROPS in the Nordics and Europe on yarn selection, pricing, and digital experience.
- We Are Knitters: Contemporary knitting brand selling yarn kits with patterns, targeting a younger and more design-led crafter segment. Comparable to DROPS in the pattern-plus-yarn bundle model and global DTC distribution, though operating at a different price point.
- Lion Brand Yarns: One of the oldest and largest yarn brands in the US, with a free pattern library paired with branded yarn sales distributed through retailers and DTC. Closely analogous operating model to DROPS: pattern-led acquisition, multi-fiber yarn portfolio, global retail reach.
- Stylecraft Yarns: UK-based yarn manufacturer with a global wholesale network and extensive free pattern library across multiple categories. Comparable to DROPS in yarn brand strategy, free patterns as a marketing vehicle, and authorized retailer distribution.
- Knit Picks (Craftsy): US yarn and notions retailer offering a large proprietary yarn line paired with free patterns and tutorials. Directly mirrors DROPS's model of coupling educational content with branded yarn sales to crafters.
Emerging players
- Ravelry: Online knitting and crochet community where users share patterns, projects, and yarn substitution data. Indirectly touches DROPS's business by enabling crafter discovery and yarn substitution, making it a thematic peer in the pattern/yarn ecosystem.
Broad incumbents
- Caron Yarns: Established North American yarn brand with extensive pattern library and broad retail distribution. Comparable to DROPS in yarn-plus-patterns model, though Caron is a larger incumbent with broader mass-market positioning.
- Bernat (Coats & Clark): Heritage yarn brand under Coats Group with a free pattern library and global retail presence. Similar to DROPS in offering patterns paired with branded yarn, though positioned more in the mass-market yarn category.
- Red Heart (Coats & Clark): Mass-market yarn brand owned by Coats Group, widely distributed in North American mass retailers with a large free pattern library. Overlaps with DROPS in the pattern-led yarn category but operates at much larger scale and in a different retail channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Drops Design AS social profiles
Digital presenceDrops Design AS financial estimates
Financial estimateRevenue estimate
Valuation estimate
Drops Design AS leadership team
Management profileNumber of profiles
Drops Design AS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Drops Design AS 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 Drops Design AS
What does Drops Design AS do?
DROPS Design is a craft education and yarn retail company that designs and distributes proprietary knitting and crochet patterns (over 12,299 free patterns in 17 languages) and produces DROPS-branded yarn products spanning 30+ yarn varieties. The company monetizes primarily through yarn sales via its own e-commerce platform and a global network of authorized retailers, using the free pattern library as a customer acquisition channel to drive yarn demand.
Is Drops Design AS a public or private company?
Drops Design AS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Drops Design AS founded?
Drops Design AS was founded in 1982. It employs 11 to 50 people.
How does Drops Design AS make money?
Three revenue lines are on record. Yarn Sales (Direct to Consumer) is the primary driver. The others are wholesale to Retailers and accessories and Tools.
Who are Drops Design AS's main competitors?
Direct peers on record are West Yorkshire Spinners, Hobbii, We Are Knitters, Lion Brand Yarns, Stylecraft Yarns and Knit Picks (Craftsy). Ravelry is listed as an emerging player. Broad incumbents are Caron Yarns, Bernat (Coats & Clark) and Red Heart (Coats & Clark).
Does Drops Design AS have an API?
No public API is recorded for Drops Design AS.
What industry is Drops Design AS in?
Drops Design AS's product category is Craft Yarn and Patterns. Its primary akta.pro industry code is CRAOAMAE, Arts, Crafts & DIY Hobby Supplies Distribution, with a secondary code of EDAAAGAB, Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects). Its NAICS code is 459130 and its SIC code is 5130.