SKAPPEL

What SKAPPEL does

Skappel Oslo is a privately held Norwegian DTC knitwear company founded in 2011 and headquartered in Lysaker, Oslo, with a 9-person team. The company sells hand-knitting craft products — primarily DIY knit kits, readymade garments, Norwegian Lambswool yarn in four proprietary lines (Lun, Myk, Spinnvill, Suri), and accessories — through its own e-commerce site skappeloslo.com, with international shipping into Europe and a retail partnership with Norwegian fashion brand Holzweiler. It serves two primary consumer segments: knitting hobbyists (from beginner to expert, segmented across four skill-tier product lines) and fashion-conscious consumers seeking sustainable Norwegian wool garments.

The company's core asset is The Skappel Sweater, a single design that launched the brand and remains the flagship product, around which Skappel has built a 253+ SKU catalog, a free Learn to Knit educational platform, and a Design Collective of five independent designers who create garments using Skappel's yarn. Revenue mechanics are unit-pricing across pay-as-you-go purchases, with knit kits ranging from approximately €29 to €261 and readymade garments priced in the €129–€260 range. The business is founder-owned, with no disclosed funding, acquisitions, or institutional investors, and no public revenue disclosure.

Go-to-market is product-led growth: the Learn to Knit content and the Skappel Sweater's "anyone can knit" positioning convert beginners into customers, while the Design Collective ecosystem and seasonal collections (Porcelain SS26, Rebloom, Tranquil Trails, Future is Sheep, and others) drive repeat engagement. Marketing channels are organic — Instagram, instructional video, newsletter, and seasonal drops — supplemented by founder/designer collaborations with Emma Steinbakken and Holzweiler. The brand is reinforced by the Think Green sustainability narrative, which positions Norwegian wool sourcing as a means of supporting domestic sheep farming.

Name

SKAPPEL

Legal name

Skappel Oslo

Website

https://skappeloslo.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Skappel Oslo is a Norwegian DTC knitwear brand selling DIY knit kits, readymade garments, and proprietary Norwegian Lambswool yarn to hobbyist knitters and fashion-conscious consumers, serving customers primarily in Norway and broader Europe through its e-commerce site and a Holzweiler retail partnership.

Ownership category

akta.pro rank

Product category

Hand Knitwear

NAICS

Apparel Knitting Mills (315120), Apparel Manufacturing (315), Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Knit Outerwear Mills (2253), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

akta.pro secondary industry

Yarn, Knitting & Crochet Shops (CRALADAC)

Keywords

• Hand knitting kits
• Norwegian knitwear
• Lambswool yarn
• Readymade knitwear
• Knitting patterns

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Knit Kits: DIY knitting kits containing yarn and patterns for customers to create their own garments. Products range from beginner-friendly to expert level patterns with various yarn types.
2. Readymade Garments: Pre-made knitted garments including sweaters, cardigans, and accessories sold directly to consumers through e-commerce platform and retail partnerships.
3. Yarn Sales: Sale of proprietary Norwegian Lambswool yarn lines including Lun, Myk, Spinnvill, and Suri varieties in multiple colorways.
4. Accessories: Knitted accessories including socks, scarves, shawls, leg warmers, and beanies sold as standalone products or as part of collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

SKAPPEL Oslo designs, produces, and sells hand-knitwear products directly to consumers, including DIY knitting kits (patterns bundled with proprietary Norwegian Lambswool yarn), pre-made hand-knitted garments, separate yarn sales, and knitted accessories. The brand is anchored by The Skappel Sweater as its flagship offering and operates a Design Collective of independent designers.

Product overview

SKAPPEL Oslo is a Norwegian knitwear company offering hand-knitted garments and DIY knitting kits. The core product is The Skappel Sweater, which launched the brand 14 years ago and remains central to their identity. Their product portfolio consists of two main offerings: Knit Kits (DIY patterns with yarn for various skill levels from beginner to expert) and Readymade (professionally hand-knitted garments). Supporting these are Yarn (Norwegian Lambswool in varieties like Lun, Myk, Spinnvill, and Suri) and Accessories. The brand operates through seasonal collections (Porcelain SS26, Rebloom, Tranquil Trails, Skappel Seasons, etc.) and collaborations (Skappel x Emma Steinbakken, Skappel & Holzweiler). Their Skappel Design Collective sub-brand features five independent designers creating garments in their yarn. The company emphasizes sustainability through their Think Green Campaign and Future is Sheep initiative supporting Norwegian sheep farming.

Differentiator

Problem solved

Functional benefit

Products and services

• Knit Kits DIY knitting kits bundling proprietary Norwegian Lambswool yarn with patterns for sweaters, cardigans, socks, shorts, and accessories, segmented across four difficulty levels for individual consumers ranging from beginners to expert knitters.
• The Skappel Sweater The signature founder sweater kit in Norwegian Lambswool, available in multiple colorways and yarn lines including Lun, Myk, Spinnvill, and Suri; priced from €119.90.
• Mini Skappel Sweater A smaller, child-sized knit kit version of The Skappel Sweater, available in multiple colorways using Lun Norwegian Lambswool.
• Readymade Garments Pre-made, professionally hand-knitted garments including sweaters, cardigans, and accessories sold directly to consumers via the Skappel e-commerce site and Holzweiler retail locations, including collaboration pieces such as the Holzweiler & Skappel capsule.
• Yarn Norwegian Lambswool yarn sold separately in four proprietary lines: Lun, Myk, Spinnvill, and Suri, in multiple colorways, intended for knitters to use in their own projects.
• Accessories Knitted accessories including scarves, shawls, socks, leg warmers, and beanies, sold as standalone products or as part of seasonal collections.
• Skappel Design Collective A sub-brand program featuring five independent designers who create their own knitwear garment designs using Skappel yarn; products are sold through the Skappel website, with each designer promoting via their own channels.
• Knit Capsule | Skappel & Holzweiler A knit capsule collaboration with Norwegian fashion brand Holzweiler featuring coordinated garments such as the Varde Turtleneck, distributed through both Skappel's e-commerce site and Holzweiler retail stores.
• Skappel x Emma Steinbakken A collaboration knitwear collection designed in partnership with Norwegian artist and musician Emma Steinbakken, comprising knit kits and readymade pieces.
• Future is Sheep Collection A sustainability-driven knitwear collection celebrating and supporting the Norwegian sheep farming industry, aligned with the Think Green Campaign.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• HolzweilercoreGTM or Marketing PartnerSkappel & Holzweiler collaboration featuring a knit capsule collection. Products include Varde Turtleneck and accessories sold through both Skappel's website and Holzweiler retail locations. The partnership combines two Norwegian brands with shared values around sustainability and craft traditions.
• Emma SteinbakkencoreStrategic or Co-development PartnerSkappel ♥ Emma Steinbakken collaboration featuring a collection designed in partnership with Norwegian artist/musician Emma Steinbakken. Described as 'a collaboration close to our hearts' indicating deep creative partnership.
• Design Collective DesignerscoreStrategic or Co-development PartnerSkappel Design Collective features five independent designers (Randine Grini, Sofie Thorup, Silje Manger, Nora Braseth Norland, Vilde Hjeltnes) who create unique garments using Skappel yarn. Designers promote products through their own channels and receive support from the brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hobbii: Danish direct-to-consumer yarn and knitting kit e-commerce company offering proprietary yarn lines, patterns, and tutorials. Highly comparable to Skappel's yarn + kits + educational content model, but at much larger scale and broader geographic reach.
• LoveCrafts: UK-based online marketplace and DTC platform for yarn, patterns, and craft supplies including knit kits. Overlaps with Skappel on knit kits, yarn sales, and community-driven pattern ecosystem.
• Wool and the Gang: London-based DTC knit kit and yarn brand with strong sustainability positioning. Similar business model to Skappel with knit kits, ready-to-knit yarn bundles, and learn-to-knit content.
• Drops Design: Norwegian/Danish yarn brand (Garnstudio) producing DROPS yarn and a large library of free knitting patterns. Direct overlap with Skappel on yarn sales, patterns, and beginner-friendly content, with significantly larger pattern catalog.
• Dale of Norway: Iconic Norwegian knitwear brand manufacturing premium sweaters, jackets, and accessories from Norwegian wool. Comparable to Skappel's readymade garment offering and shared Norwegian heritage, but with stronger wholesale and licensed-sportswear distribution.
• We Are Knitters: Spanish-born DTC brand selling knitting and crochet kits, yarn, and patterns globally. Direct overlap with Skappel's knit kit + yarn offering and similar PLG model built around learning content.

Regional players

• Permin (Permin Filt og Garn): Danish/Nordic yarn and craft supplier offering knitting yarns and patterns to the Scandinavian market. Regional peer to Skappel's yarn and kit offering, with overlap on beginner-friendly Scandinavian craft traditions.
• Rauma Garn: Norwegian yarn manufacturer and supplier serving both hand knitters and the textile industry. Closest direct competitor on Norwegian wool sourcing and yarn quality, but focused on wholesale and yarn rather than knit kits.

Broad incumbents

• Lion Brand Yarn: Established US-based yarn manufacturer and retailer with broad fiber range, pattern library, and educational content. Comparable to Skappel on yarn + pattern + learning ecosystem, but operates at much larger scale with mass-market positioning.

Others

• Holzweiler: Norwegian fashion brand and Skappel's existing collaboration partner. Comparable on Norwegian heritage, sustainability positioning, and premium DTC fashion, but with a broader apparel portfolio rather than knit-specialist focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/skappelno

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 SKAPPEL