What Gunold GmbH does

Gunold GmbH is a German, family-owned manufacturer and distributor of specialized embroidery materials, headquartered in Stockstadt am Main and founded in 1927. The company supplies industrial embroidery businesses, textile decorators, and the hobby/creative market with embroidery threads (SULKY viscose in 390 colors, POLY polyester variants, COTTY cotton including GOTS-certified COTTY BIO, plus specialty threads such as FILAINE acrylic, METY metal, GLITTER, REFLEX CRY, GLOWY, and INVISIBLE), embroidery stabilizers under the STIFFY brand covering over 20 quality variants and self-adhesive FILMOPLAST systems, effect materials such as PUFFY 3D foam, needles, and accessories. More than 80% of products are manufactured in the EU under Öko-Tex Standard 100, GOTS, ISO 14001, and vegan certifications, with the flagship SULKY viscose thread sourced exclusively from ENKA's Obernburg facility.

The company operates two distinct brands and go-to-market channels: Gunold® for industrial and professional customers, distributed through a login-gated B2B shop, direct sales, international sales representatives, and major trade shows (Texprocess, TecStyle Visions, Premiere Vision Paris); and SULKY® for hobbyists and creative consumers via the separate sulky-shop.de storefront. Complementary services include in-house laser cutting and engraving, custom test embroidery patterns, and a video training library, plus an educational alliance with aka-tex Akademie. Gunold is currently led by fourth-generation siblings Aileen and Kevin Gunold, who assumed joint management on April 1, 2024, and continues to develop specialty thread and sustainable stabilizer product lines while celebrating its approaching centennial in 2027.

Name

Gunold GmbH

Legal name

Gunold GmbH

Website

https://gunold.de

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

Gunold GmbH is a German, family-owned manufacturer founded in 1927 that produces and distributes specialized embroidery materials — threads, stabilizers, and accessories — under the Gunold and SULKY brands for industrial embroidery businesses, textile decorators, and hobbyists across Europe.

Ownership category

akta.pro rank

Product category

Industrial Embroidery Materials

NAICS

Textile and Fabric Finishing and Fabric Coating Mills (3133), Narrow Fabric Mills and Schiffli Machine Embroidery (31322)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Coating & Finishing Chemicals Application (Resins/Softening/Water-Repellent/FR/Antimicrobial) (IMAOACAD)

akta.pro secondary industries

Protective & Safety Textiles (FR/Arc/Heat/Cut/Chemical) (IMAOADAA), Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL)

Keywords

• Embroidery threads
• Embroidery stabilizers
• Industrial embroidery supplies
• Embroidery backing films
• Embroidery accessories

Headquarters

HQ city

Stockstadt am Main

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Embroidery Materials: Sale of professional embroidery materials including threads, stabilizers, needles, and accessories to industrial embroidery businesses and textile companies. Products sold through B2B online shop and direct sales.
2. Hobby and Creative Market: Sale of embroidery products for hobbyists through dedicated SULKY brand shop (sulky-shop.de). Includes threads, stabilizers, and accessories for private consumers.
3. Laser Services: Custom laser cutting and engraving services for textile applications, patterns, and lettering on various materials.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Gunold GmbH manufactures and distributes embroidery materials — including viscose, polyester, cotton, metallic, reflective, glow-in-the-dark, flame-retardant, and wool-effect threads; tear-away, cut-away, self-adhesive, water-soluble, and sustainable stabilizers; 3D foam and adhesive films; plus needles, bobbins, and accessories — for industrial embroidery businesses under the Gunold® brand and for hobby/creative consumers under the SULKY® brand. The portfolio covers more than 20 stabilizer qualities and approximately 390 thread colors, supported by technical services such as video tutorials, training, sample/laser production.

Product overview

GUNOLD GmbH, founded in 1927 and headquartered in Stockstadt, Germany, is a leading provider of embroidery materials serving both industrial and hobby markets. Under the Gunold® brand, the company offers professional-grade embroidery threads (SULKY viscose, COTTY cotton, POLY polyester, and specialty effect threads like METY metal, GLITTER, REFLEX CRY reflective, GLOWY glow-in-the-dark, FILAINE wool-effect), stabilizers under the STIFFY and FILMOPLAST brands (including tear-away, cut-away, iron-on, self-adhesive, and water-soluble types), effect materials (PUFFY 3D foam), and accessories (KK spray adhesives, needles, tool kits, Oil Pen). The separate SULKY® brand targets hobby and creative markets. Additional services include laser cutting/engraving, test embroidery patterns, and video training.

Differentiator

Problem solved

Functional benefit

Brands

• Gunold: Brand for industrial embroidery and finishing products.
• SULKY
• STIFFY
• COTTY BIO
• SULKY
• POLY
• INVISIBLE
• GLOWY
• METY
• FILAINE
• REFLEX CRY
• SOLVY FABRIC

Products and services

• SULKY 40 viscose embroidery thread Standard viscose embroidery thread in a wide color range, used for industrial and commercial embroidery production under the SULKY brand.
• COTTY BIO organic cotton embroidery thread Organic cotton embroidery thread for industrial embroidery, aligned with the GREEN LINE sustainable product family.
• COTTY 30 cotton embroidery thread Cotton embroidery thread for industrial embroidery applications.
• POLY 40 / POLY 60 polyester embroidery thread Polyester embroidery threads in 40 and 60 weights for industrial embroidery production requiring durable, wash-resistant threads.
• POLY FLASH metallic polyester thread Metallic-effect polyester embroidery thread for decorative and specialty industrial embroidery.
• POLY SPARKLE metallized polyester thread Sparkle-effect metallized polyester embroidery thread for decorative industrial embroidery.
• POLY FIRE flame-retardant polyester thread Flame-retardant polyester embroidery thread for workwear, safety apparel, and other applications requiring fire-resistant decorative stitching.
• METY metal thread Metal embroidery thread for decorative industrial embroidery requiring true metallic appearance.
• GLITTER metal ribbon thread Metal ribbon thread providing a glitter effect for decorative industrial embroidery.
• INVISIBLE specialty thread Transparent/invisible embroidery thread for applications where the stitching should not be visible (e.g., hidden structural stitching).
• GLOWY glow-in-the-dark thread Photoluminescent glow-in-the-dark embroidery thread for decorative and safety applications.
• REFLEX CRY reflective thread Retroreflective embroidery thread for high-visibility garments, workwear, and safety applications.
• FILAINE wool-effect acrylic thread Wool-effect acrylic embroidery thread providing the visual and tactile qualities of wool for industrial embroidery (e.g., fashionable knitwear, decorative applications).
• STIFFY embroidery stabilizers Range of embroidery stabilizer backings (tear-away and cut-away types) providing structural support for embroidery on various fabrics in industrial production.
• FILMOPLAST / FILMOPLAST STRONG self-adhesive stabilizer Self-adhesive embroidery stabilizer films for embroidering difficult or hoop-unfriendly materials (e.g., small parts, delicate fabrics, items that cannot be hooped traditionally).
• SOLVY FABRIC water-soluble stabilizer Water-soluble embroidery stabilizer that washes out after embroidery, used for lace, free-standing designs, and applications where no backing residue should remain.
• GREEN LINE sustainable stabilizer range Sustainable embroidery stabilizers positioned within the company's broader sustainability-focused product family (alongside COTTY BIO organic cotton thread).
• PUFFY 3D foam for embroidery Three-dimensional foam material for raised/3D embroidery effects on caps, logos, badges, and decorative applications.
• KK Film double-sided adhesive film Double-sided adhesive film used to bond fabric pieces before embroidery — e.g., for appliqués, patches, and joining textiles for the embroidery process.
• KK 100 spray adhesive Aerosol spray adhesive for temporarily fixing stabilizer, backing, or appliqué materials to garments during industrial embroidery production.
• Round and flat bobbin needles Industrial and standard embroidery machine needles, including round-shank and flat-shank (bobbin/drive) variants for commercial embroidery machines.
• Tool kits and accessories (OIL PEN, FILAINE Brush, Air Duster, Slit-Pen, Floor Stands) Embroidery shop consumables and accessories including marking pens (OIL PEN/Slit-Pen), cleaning brushes (FILAINE Brush), compressed air dusters, and equipment floor stands for embroidery workshops.
• Laser-based sample embroidery service Service in which Gunold produces physical embroidery samples (e.g., Test Stickmuster) on customer-requested materials using its own equipment, to support customer product selection and testing.
• Video-based embroidery training Online video tutorials and training content delivered by Gunold to help industrial embroidery customers and hobbyists use Gunold/SULKY threads, stabilizers, and equipment effectively.

Named customers6 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

Feature8 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Deutsche Post AGminorOthersShipping and logistics partner for domestic German package delivery. Used for order fulfillment and customer shipments within Germany.
• DHL (DHL Paket, DHL Express, DHL Freight)minorOthersPrimary shipping partner for domestic and international deliveries. DHL Paket handles standard shipments while DHL Express and Freight support larger logistics requirements.
• General Logistics Systems (GLS)minorOthersInternational shipping partner with climate protection program. GLS Germany handles European shipments with CO2 offset through certified forest protection and reforestation projects (VCS/CCB Standard).
• ENKAcoreStrategic or Co-development PartnerEuropean viscose manufacturer based in Obernburg that produces filament yarns from brand viscose. SULKY embroidery thread is manufactured exclusively from ENKA viscose, ensuring consistent quality.
• aka-tex AkademieminorGTM or Marketing PartnerEmbroidery and punching academy providing seminars for beginners and advanced students since 2003. Offers various courses to refresh or deepen embroidery knowledge.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Madeira Garnfabrik: Germany-based direct competitor producing embroidery threads, stabilizers and effect materials for industrial embroidery. Closest functional peer to Gunold with overlapping product categories and B2B distribution model serving the same customer base in embroidery shops and apparel manufacturers.
• Superior Threads: US manufacturer of specialty and embroidery threads for industrial and craft markets. Comparable in niche focus and product variety (specialty-effect threads, color breadth), with overlapping B2B and B2C distribution.
• Fil-Tec: US-based thread manufacturer specializing in embroidery, quilting and industrial threads with broad color ranges. Comparable in product focus (embroidery and specialty threads) and customer base (industrial embroidery shops and hobbyists), though smaller in scale than Coats.
• AMANN Group: German industrial thread manufacturer producing sewing and embroidery threads, including specialty technical threads. Comparable in business model (B2B industrial thread manufacturer based in Germany) but significantly larger in scale and product breadth than Gunold.
• Robison-Anton: US-based specialty embroidery thread manufacturer producing rayon, polyester and metallic embroidery threads. Direct competitor in the embroidery thread niche with comparable product focus (effect threads, color variety) and customer base of industrial embroidery businesses.

Emerging players

• DMC (Dollfus-Mieg & Cie): French embroidery thread and craft supplies company with strong position in consumer/hobby embroidery. Comparable to Gunold's SULKY hobby brand but with a stronger consumer-marketing focus and less presence in industrial embroidery, placing it as an emerging/niche player in the same adjacent market.
• SAGA (Japan)/Saurer embroidery solutions: Saurer (parent of embroidery machine brands including previously SAGA and now consolidated) is a major embroidery machine manufacturer with adjacent thread and consumables offerings. Comparable through the embroidery-machine ecosystem; serves as a demanding customer and partial competitor to Gunold's stabilizer and accessory lines.
• OESD (Our Embroidery Supplies Depot): US-based embroidery supplies specialist offering stabilizers, threads, designs and accessories to industrial and hobby markets. Most direct competitor to Gunold's STIFFY stabilizer product line, with overlapping specialty-effect and stabilizer offerings.

Broad incumbents

• American & Efird (A&E): One of the world's largest industrial thread manufacturers, supplying apparel, footwear and specialty threads globally. Operates at much greater scale than Gunold with broader product lines, making it a broad incumbent in the same embroidery thread category.
• Coats Group: Global industrial thread manufacturer with embroidery, apparel and footwear thread lines. While overlapping with Gunold's SULKY and POLY thread ranges, Coats serves a much broader portfolio and far greater scale, making it a broad incumbent rather than a focused niche peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gunold-gmbh
• Instagraminstagram.com/gunold.de

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Gunold GmbH