The Felt Store

What The Felt Store does

The Felt Store Inc. is a privately held, family-owned e-commerce retailer headquartered in Mississauga, Ontario, operating since 2006 with a 5-person team. The company sells felt and felt-based products through three regional Shopify storefronts — thefeltstore.ca (Canada), thefeltstore.com (USA), and thefeltstore.eu (Europe) — and supplements online sales with local pickup at its Mississauga showroom. Its catalog spans craft felt (acrylic, recycled polyester, wool blend, 100% wool, rayon/viscose), designer wool felt in thicknesses from 1.2mm to 5mm, technical/industrial felt (SAE, Meta Aramid/Nomex, Para Aramid/Kevlar, polyester), craft kits, footwear (boot liners, wool slippers, overshoes, insoles), home goods (dryer balls, ironing mats, protectors), and outdoor/garden products (maple syrup filters, burlap covers, Kevlar skid plates). It also operates the Mutti & Klaus sub-brand, a premium line of wool-and-cork workspace accessories handcrafted in Canada.

The business is a direct-to-consumer one-time-purchase retailer with no subscription layer; pricing ranges from roughly $5 (dryer balls) to $185+ (designer wool desk pads), with industrial felt and premium wool commanding the upper tier. Customer segments are deliberately horizontal: hobbyist crafters, high-end designers, industrial buyers needing SAE-compliant felt, footwear consumers, and outdoor/garden enthusiasts in markets like maple syrup production. The company has secured OEKO-TEX Standard 100 certification (Product Class 1 for babies) on select wool and viscose products and manufactures SAE industrial felt in Canada, using certification and domestic production as trust signals in a commodity category.

Marketing and distribution are executed through a multi-channel organic playbook: SEO-optimized category pages, blog content and instructional videos, a year-long Felt Ambassadors influencer program, and active presence on Instagram, Facebook, YouTube, Pinterest, and TikTok. Notable partnerships include NBC's 'Making It' television program and content creators such as The Pretty Life Girls. The company has no disclosed funding, no institutional investors, no app, no public API, and no AI features in its product stack.

Name

The Felt Store

Legal name

The Felt Store Inc.

Website

https://thefeltstore.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Felt Store is a privately held, family-owned e-commerce retailer founded in 2006 and based in Mississauga, Ontario, selling craft felt, designer wool felt, industrial felt (SAE, Nomex, Kevlar), footwear, home goods, and outdoor products via three regional Shopify storefronts serving Canada, the USA, and Europe, with a premium Mutti & Klaus sub-brand.

Ownership category

akta.pro rank

Product category

Craft and Industrial Felt Materials

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Furniture and Home Furnishings Retailers (4491)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

General Fabric & Textile Stores (CRALADAA)

akta.pro secondary industries

Felt & Battings Manufacturing (IMAOABAJ), Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL), Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)

Keywords

• Craft felt materials
• Wool felt sheets
• Industrial felt products
• Designer wool felt
• Felt craft supplies

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: One-time product sales through owned e-commerce storefront (thefeltstore.ca) with prices ranging from $5.00 to $185.00+ per item. Products include craft felt sheets, industrial felt, footwear, home goods, and outdoor products. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Felt Store is an e-commerce retailer that sells a broad assortment of felt materials and felt-based products, including craft felt (acrylic, wool blend, 100% wool, rayon/viscose, recycled Kunin Eco-Fi), designer wool felt, technical/industrial felt (SAE, Meta Aramid, Para Aramid/Kevlar, polyester, Kapmat), craft kits, footwear, home goods, outdoor/garden items, and the Mutti & Klaus premium wool-and-cork sub-brand. Sales occur through owned storefronts in Canada, the USA, and Europe, with local pickup available at the Mississauga, Ontario showroom.

Product overview

The Felt Store is an e-commerce retailer specializing in felt materials and felt-based products. The product portfolio consists of multiple distinct product categories: (1) Craft Felt materials in various types (Kunin Eco-Fi recycled polyester, acrylic, wool blend, 100% wool, rayon/viscose) sold by the yard, sheets, and value packs; (2) Designer Wool Felt in 100% wool with thicknesses from 1.2mm to 5mm for premium applications; (3) Technical/Industrial Felt including SAE Industrial Felt, Polyester Felt, Meta Aramid (Nomex), Para Aramid (Kevlar), and Kapmat for specialized industrial and protective applications; (4) Arts & Crafts supplies including Felt Craft Kits, Felt Balls & Shapes, and Felting Wool; (5) Footwear products including Boot Liners, Wool Felt Slippers, Indoor Overshoes, and Insoles; (6) Home Goods including floor protectors, dryer balls, ironing mats, and decorative felt items; (7) Outdoor & Garden products including maple syrup filters, burlap plant covers, and Kevlar skid plates; (8) The Mutti & Klaus sub-brand featuring premium wool desk accessories. The company operates on a Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Mutti & Klaus: A sustainably crafted wool felt product line for home and workspace, blending 100% Wool Designer Felt with fine grain cork. Products include wool desk pads, coasters, and mouse pads. Handcrafted in Canada using German-milled wool and Portuguese cork.

Products and services

• Craft Felt Versatile craft felt collection available in multiple material types (Kunin Eco-Fi recycled, acrylic, 100% wool, premium wool blend, rayon/viscose), sold by the yard, in sheets, and value packs for DIY and craft projects.
• Designer Wool Felt Exclusive 100% wool designer felt in thicknesses from 1.2mm to 5mm, with vibrant colors, mono and duo tones, non-fraying, water- and fire-resistant, and OEKO-TEX certified. Targeted at premium design, interior, and embroidery applications.
• SAE Industrial Felt SAE-standard compliant industrial felt made in Canada from premium undyed wool fibers, available in grades F-1 through F-51 and in firm, medium, and soft densities. Used for gaskets, seals, washers, lubrication wicks, and thermal/acoustic insulation.
• Meta Aramid (Nomex) Felt High-temperature flame-resistant aramid felt material for protective apparel, industrial fabrics, aerospace, and insulation applications. Non-conducting, high-strength, and chemical resistant.
• Para Aramid (Kevlar) Felt High-strength felt with cut and abrasion resistance, temperature resistant up to 600°F. Used for protective gloves, sports equipment, and canoe skid plates.
• Polyester Felt Polyester felt for vibration absorption and heat resistance, used in industrial and mechanical applications.
• Kapmat Self-Watering Mat Capillary mat for self-watering of plants, available off the roll and as pre-cut watering mats.
• Felt Craft Kits Needle felting, hand stitching, and embroidery kits, plus felting wool, stuffing, and felt balls/shapes for crafters.
• Boot Liners & Footwear Felt replacement boot liners (skidoo and barn boot styles), 100% wool felt slippers with rubber sole, indoor overshoes, and wool felt insoles in 8mm and 13mm thicknesses.
• Home Goods Self-adhesive felt pads and cork pads for floor/furniture protection, wool dryer balls, wool ironing mats (New Zealand wool), decorative felt balls/shapes, natural gray felt coasters, and poker/card table felt.
• Outdoor & Garden Products Reemay and wool maple syrup pre-filter and filter cones, 100% jute burlap plant covers, Kapmat watering mats, and Kevlar felt skid plates for canoe protection.
• The Felt Store X Mutti & Klaus Premium sub-brand collaboration blending 100% Wool Designer Felt with fine grain cork into handcrafted workspace accessories including wool desk pads (11"x34", 20"x34", 25.5"x34"), wool coasters (4"x4" sets of 4), and the Mutti Mini multi-functional pad (9.5"x8").
• Maple Syrup Filters Wool and synthetic maple syrup filter cones (1, 5, and 8 quart sizes) plus Reemay pre-filter cones for removing sediment and impurities during syrup production.
• Felt Material Samples Sample products across acrylic craft felt (42 colors), 100% wool designer felt (solid and earth tones), and SAE industrial felt grades, allowing customers to evaluate materials before committing to a purchase.

Quantifiable outcome

• OEKO-TEX Standard 100 certified products ensuring safety for babies and sensitive skin

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered notable, minor and core.

• NBC Making ItnotableGTM or Marketing PartnerNBC television show 'Making It' featuring craft/making content used The Felt Store's felt materials for production. The show's makers praised the quality and variety of felt colors available.
• The Pretty Life GirlsminorGTM or Marketing PartnerContent creators and DIY bloggers who partnered with The Felt Store for craft projects, praising the variety of felt colors and product quality.
• Mutti & KlauscoreStrategic or Co-development PartnerBrand collaboration creating premium wool felt workspace products combining The Felt Store's 100% Wool Designer Felt with fine grain cork. Brand inspired by Ursula (Mutti) and Klaus Brand's legacy in felt manufacturing starting 1940. Products designed and handcrafted in Canada.
• OEKO-TEX AssociationcoreOthersInternational certification body providing Standard 100 certification for textile safety. The Felt Store's wool and viscose products are OEKO-TEX certified, ensuring they're free from harmful substances.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• McMaster-Carr: Industrial supply giant offering felt products among millions of MRO and industrial items. Comparable to The Felt Store's industrial felt segment as a competing channel for B2B buyers seeking technical felt, though McMaster operates as a broad industrial MRO distributor rather than felt specialist.
• Michaels Companies: North America's largest arts and crafts specialty retailer, selling craft felt, fabric, sewing supplies, and DIY kits across 1,200+ stores. Comparable to The Felt Store in core craft segment though operates at significantly larger scale with broader product portfolio including non-felt categories.
• JOANN: Formerly the largest US craft fabric retailer, JOANN sold craft felt, sewing notions, and fabric by the yard across hundreds of stores. Directly comparable to The Felt Store's craft felt retail business, though at vastly larger scale and broader assortment. Recent history (bankruptcy filing) signals the headwinds in the brick-and-mortar craft space.
• Hobby Lobby: US craft and home décor retailer with 900+ stores selling fabric, felt, and craft supplies among broader assortment. Comparable to The Felt Store's craft and home goods segments, though at much larger scale and broader product mix.

Direct peers

• Mood Fabrics: Specialty fabric retailer founded in NYC, selling fabric by the yard, textiles, and sewing supplies online and through flagship stores. Directly comparable to The Felt Store's piece goods retail business, though Mood focuses more on apparel and designer fabrics than felt specifically.
• Fabric.com (Amazon): Online fabric retailer selling fabric by the yard, notions, and sewing supplies, now operating within Amazon. Directly comparable to The Felt Store's e-commerce fabric retail model, with broader assortment but less felt specialization.
• OnlineFabricStore: Family-owned online retailer specializing in fabric by the yard, felt, and home décor textiles. Closely comparable to The Felt Store in business model, customer base, and ownership structure (small family business), with similar product categories though broader fabric selection.
• Pacific Felt & Filter: Industrial felt converter and distributor offering wool felt, synthetic felt, and specialty filtration products. Directly comparable to The Felt Store's SAE industrial felt and technical felt product lines, serving similar B2B customers in manufacturing, automotive, and equipment applications.
• B&J Fabrics: Online specialty fabric retailer selling fabric, felt, and sewing notions. Directly comparable to The Felt Store's piece goods and craft felt e-commerce business, though B&J focuses more on designer fashion fabrics.
• National Nonwovens: US-based manufacturer and converter of nonwoven felt and specialty textiles for industrial and craft applications. Directly comparable to The Felt Store's industrial felt segment, selling felt rolls, sheet felt, and specialty nonwoven products to industrial buyers and craftspeople.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCk4iBJ3zhV5mZsRvjk46KxA
• Facebookfacebook.com/TheFeltStore
• Instagraminstagram.com/the_felt_store
• Pinterestpinterest.ca/thefeltstore
• TikToktiktok.com/@thefeltstore
• LinkedInlinkedin.com/company/the-felt-store

Compliance1 record

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 The Felt Store