Selfmade
Selfmade (Stof & Stil) is a Danish specialty retailer founded in 1980, selling fabrics, sewing patterns, yarn, haberdashery, and hobby supplies through 9 physical stores in Denmark and e-commerce across 12+ European countries, serving DIY craft enthusiasts and home sewers.
- Company typePrivate
- Founded-
- HeadquartersHerning, Denmark
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Selfmade does
Selfmade (also operating as Stof & Stil) is a Danish specialty retailer of fabrics, sewing patterns, yarn, haberdashery, and hobby/craft supplies, founded in 1980 and headquartered in Herning, Denmark. The company operates 9 physical retail stores across Denmark and a multi-language e-commerce platform serving customers in 12+ European countries, positioning itself as Denmark's largest fabric store chain. Its product portfolio spans six core categories: fabrics (cotton, linen, silk, wool, denim, jersey, satin, OEKO-TEX certified, and organic materials), sewing patterns (own brand plus Burda, Puff and Pencil, and Fæbrik), haberdashery (threads, YKK zippers, Prym accessories, scissors), yarn (FRAYA, Dale Garn, Du Store Alpakka, Lana Grossa), hobby supplies (embroidery, HAMA beads, Cricut-compatible products, tufting), and sewing machines. The business also offers curated Sykits (all-in-one project bundles) and a free DIY content library with downloadable patterns and tutorials.
The business model is direct-to-consumer retail with unit pricing — fabrics sold per meter (typically 30-200+ kr), sewing patterns at 24.95-299.95 kr, and standard Denmark shipping at 39 kr with free shipping above 499 kr. UK shipping starts from £5.99. Customer segments are primarily DIY craft enthusiasts, home sewers, and knitting/crochet hobbyists, with a hybrid segmentation approach. Distribution is omnichannel — physical retail plus e-commerce — supported by a multi-partner logistics network (GLS, PostNord, Bring, DAO) and MobilePay integration for checkout. Marketing emphasizes content (free patterns, tutorials), social media (Instagram, Facebook, YouTube, Pinterest), and email, with the Syvenner Facebook community fostering customer engagement. The company is privately held as Selfmade A/S with no disclosed venture capital, private equity investment, or public listing.
Selfmade firmographics
Firmographics- Name
- Selfmade
- Legal name
- Selfmade A/S
- Website
- https://selfmade.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Selfmade (Stof & Stil) is a Danish specialty retailer founded in 1980, selling fabrics, sewing patterns, yarn, haberdashery, and hobby supplies through 9 physical stores in Denmark and e-commerce across 12+ European countries, serving DIY craft enthusiasts and home sewers.
- Ownership category
- akta.pro rank
Selfmade industry classification
Industry- Product category
- Fabric and Craft Retail
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)
- akta.pro primary industry
- Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG)
- akta.pro secondary industries
- Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH), Yarn, Knitting & Crochet Shops (CRALADAC), Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)
Keywords
Where Selfmade is headquartered
LocationHeadquarters
- HQ city
- Herning
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Selfmade business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales - Fabrics: Sale of fabrics (metervarer) including cotton, viscose, linen, silk, wool, denim, and specialty fabrics. Products sold per meter with varying price points based on material quality and type.
- Product Sales - Sewing Patterns: Sale of sewing patterns (symønstre) including own-brand patterns as well as third-party brands like Burda, Puff and Pencil, and Fæbrik. Patterns available in multiple sizes and difficulty levels.
- Product Sales - Haberdashery & Accessories: Sale of sewing accessories including threads, needles, buttons, zippers (including YKK), scissors, measuring tools, and specialized haberdashery items.
- Product Sales - Yarn: Sale of yarn including acrylic, alpaca, cotton, merino wool, mohair, and organic yarn from brands like FRAYA, Dale Garn, Du Store Alpakka, and Lana Grossa.
- Product Sales - Hobby Supplies: Sale of hobby supplies including embroidery materials, HAMA fuse beads, Cricut products, paints, jewellery making supplies, and tufting equipment.
- Product Sales - Sewing Machines: Sale of sewing machines and overlock machines with associated accessories, presser feet, and needles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fabric sales - per meter pricing |
| Unit Pricing | Pay-as-you-go | Sewing patterns - per pattern pricing |
| Unit Pricing | Pay-as-you-go | Shipping - Denmark |
| Unit Pricing | Pay-as-you-go | Shipping - International (UK) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Selfmade product offering
Product offeringCore offering
Selfmade (also branded STOF&STIL) is a Danish direct-to-consumer retailer selling fabrics by the meter, sewing patterns, yarn, haberdashery, hobby and craft supplies, and sewing machines. The company operates 9 physical retail stores in Denmark and a multi-language e-commerce platform serving customers across 12+ European countries. It also offers free downloadable sewing, knitting, and crochet patterns plus DIY tutorials as customer-engagement content.
Product overview
Selfmade (Stof & Stil) is a Danish craft and fabric retailer offering a comprehensive range of sewing, knitting, and hobby products through both e-commerce and physical store locations. The core portfolio consists of six main product categories: fabrics (Metervarer) including various materials like cotton, linen, silk, and specialty textiles; sewing patterns (Mønstre) from multiple brands; haberdashery supplies (Sytilbehør) including threads, needles, buttons, and zippers; yarn (Garn) in various fiber types; hobby supplies for crafts like embroidery and jewellery making; and sewing machines. The offering is complemented by Sykits (sewing kits) providing all-in-one project materials, and a free DIY section offering downloadable patterns and tutorials. The company operates physical retail stores in Denmark, making it Denmark's largest fabric retailer.
Differentiator
Problem solved
Functional benefit
Products and services
- Metervarer (Fabrics) Wide range of fabrics sold by the meter including cotton, linen, viscose, silk, denim, jersey, satin, chiffon, wool, velvet, fleece, canvas, jacquard, muslin, organza, softshell, tulle, twill, bouclé, plissé, poplin, satin, and specialty textiles. Includes OEKO-TEX Standard 100 certified fabrics and organic materials. Sold to DIY enthusiasts, home sewers, and crafters.
- Mønstre (Sewing Patterns) Sewing patterns for clothing, accessories, home décor, and stuffed animals. Includes own-brand Selfmade patterns as well as third-party brands Burda, Puff and Pencil, and Fæbrik. Available in multiple sizes and difficulty levels from beginner to expert.
- Sytilbehør (Haberdashery) Sewing accessories including threads (Gütermann), needles, buttons, zippers (YKK), elastic, ribbons, trims, measuring tools, scissors, press studs and hooks (Prym), and specialized sewing machine accessories. Sold to home sewers and crafters.
- Garn (Yarn) Yarn selection including mohair, alpaca, merino wool, cotton, cashmere, acrylic, and organic yarn. Brands include FRAYA, Dale Garn, Du Store Alpakka, and Lana Grossa. Targeted at knitting and crochet enthusiasts.
- Hobby Supplies Craft supplies including embroidery materials (DMC thread), HAMA fuse beads, painting supplies, jewellery making, Cricut-compatible materials, lamp manufacturing, and tufting supplies.
- Symaskiner & Overlock (Sewing Machines) Sewing machines and overlock machines along with compatible presser feet, bobbins, needles, and accessories.
Companies that use Selfmade
Customer profileSegments3 records
Ideal customer profiles3 records
Selfmade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Selfmade partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor and core.
- TrustpilotminorIntegration with Trustpilot for customer reviews and ratings on the e-commerce platform, building customer trust and social proof.
- BurdacoreBurda is a major sewing pattern brand sold through Selfmade stores and website. Burda patterns are available in various categories including women's, men's, and children's clothing.
- FRAYAcoreFRAYA is a premium yarn brand whose products are sold through Selfmade. FRAYA provides yarn along with associated knitting and crochet patterns.
- YKKcoreYKK is a leading manufacturer of zippers whose products are sold through Selfmade as part of the haberdashery and sewing accessories range.
- PrymcorePrym is a manufacturer of sewing accessories including press studs, hooks, and other haberdashery items sold through Selfmade.
- GütermanncoreGütermann is a thread manufacturer whose quality sewing threads are distributed through Selfmade's haberdashery section.
- Dale GarnminorDale Garn is a Norwegian yarn manufacturer whose products are sold through Selfmade alongside their knitting patterns.
- Du Store AlpakkaminorDu Store Alpakka is a Norwegian alpaca yarn specialist whose products are distributed through Selfmade stores.
- Lana GrossaminorLana Grossa is an Italian-German yarn manufacturer whose products are sold through Selfmade's yarn section.
- DMCcoreDMC is a leading manufacturer of embroidery thread whose products are sold through Selfmade's embroidery and hobby section.
- CricutminorCricut is a cutting machine brand whose products and accessories are sold through Selfmade's hobby section.
- Puff and PencilminorPuff and Pencil is a sewing pattern brand whose patterns are sold through Selfmade's pattern section.
- FæbrikminorFæbrik is a sewing pattern brand whose patterns are sold through Selfmade's pattern section.
- GLScoreGLS is a logistics partner used for parcel delivery in Denmark and internationally.
- PostNordcorePostNord is a logistics partner used for delivery services, particularly in Nordic countries.
- BringminorBring is a Norwegian logistics company used for delivery services in Norway.
- DAOminorDAO is a Danish logistics company used for parcel delivery services.
- MobilePaycoreMobilePay is a Danish mobile payment solution integrated into Selfmade's checkout for convenient customer payments.
Scale indicators3 records
Recent moves5 records
Expansion highlights8 records
Selfmade competitors and assessment
Company assessmentRegional players
- Spotlight: Leading Australian fabric, craft, and home décor retailer with national store footprint. Comparable in fabric/craft assortment, but geographically distinct (ANZ) so does not directly compete with Selfmade.
- Tokyu Hands: Japanese lifestyle and craft retail chain known for its broad DIY and hobby assortment. Comparable in craft/hobby curation and store-based experiential retail, but Japan-focused and does not directly compete in Europe.
Others
- Etsy: Global online marketplace where many small craft-supply sellers list fabrics, yarn, haberdashery, and patterns. Adjacent to Selfmade as a channel and indirect competitor for craft-supply demand, though not a direct specialty retailer.
Broad incumbents
- JOANN: Largest US specialty fabric and craft retailer with national store footprint. Comparable in fabric/sewing/craft core assortment and customer base, but operates at much greater scale and in a different geography.
- Hobby Lobby: Major US arts, crafts, and home décor retailer with extensive physical footprint. Comparable craft and hobby assortment, but operates at far broader scale and with broader category scope than Selfmade.
Direct peers
- Creativ Company: Nordic craft and hobby supplies company (operating brands like Panduro in some markets) selling craft materials, haberdashery, and DIY kits across European markets. Comparable assortment and B2B/B2C distribution to Selfmade.
- Müller: German hobby, craft, and stationery chain with stores across Germany and other European markets. Comparable multi-category craft/hobby assortment and physical-plus-online retail format.
- Hobbycraft: UK's largest specialist retailer of arts, crafts, and hobby products, with a national store chain and e-commerce platform. Closely comparable omnichannel craft-supply model serving DIY enthusiasts and home sewers.
- Panduro Hobby: Leading Scandinavian arts, crafts, and hobby retailer with physical stores across the Nordics and e-commerce. Directly comparable to Selfmade in assortment breadth (crafts, fabrics, yarn, hobby), DIY content approach, and Scandinavian customer base.
- Idee. Creativmarkt: German specialty retailer of craft, hobby, and DIY supplies with a network of physical stores. Directly comparable on assortment (crafts, sewing, knitting) and customer base of German-speaking DIY hobbyists.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Selfmade social profiles
Digital presenceSelfmade compliance and trust
Trust signalCompliance2 records
Selfmade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selfmade leadership team
Management profileNumber of profiles
Selfmade funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selfmade 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 Selfmade
What does Selfmade do?
Selfmade (also branded STOF&STIL) is a Danish direct-to-consumer retailer selling fabrics by the meter, sewing patterns, yarn, haberdashery, hobby and craft supplies, and sewing machines. The company operates 9 physical retail stores in Denmark and a multi-language e-commerce platform serving customers across 12+ European countries. It also offers free downloadable sewing, knitting, and crochet patterns plus DIY tutorials as customer-engagement content.
Is Selfmade a public or private company?
Selfmade is a private company. It is classified as unknown and is currently operating.
When was Selfmade founded?
Selfmade was founded in -1. It employs 251 to 500 people.
Where is Selfmade based?
Selfmade is headquartered in Herning, Denmark, in the Europe region.
How does Selfmade make money?
Six revenue lines are on record. Product Sales - Fabrics are the primary driver. The others are product Sales - Sewing Patterns, product Sales - Haberdashery & Accessories, product Sales - Yarn, product Sales - Hobby Supplies and product Sales - Sewing Machines.
Who are Selfmade's main competitors?
Regional players on record are Spotlight and Tokyu Hands. Etsy is listed as an others. Broad incumbents are JOANN and Hobby Lobby. Direct peers are Creativ Company, Müller, Hobbycraft, Panduro Hobby and Idee. Creativmarkt.
Does Selfmade have an API?
No public API is recorded for Selfmade.
What industry is Selfmade in?
Selfmade's product category is Fabric and Craft Retail. Its primary akta.pro industry code is CRALADAG, Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons), with a secondary code of CRALADAH, Pattern & Sewing Instruction Retail (Patterns, Books, Classes). Its NAICS code is 459130.