Bernina USA

What Bernina USA does

BERNINA USA, legally BERNINA of America Corporation, is the US operating subsidiary of Swiss-based BERNINA International AG (headquartered in Steckborn, Switzerland). The entity coordinates the US market presence for BERNINA's portfolio of premium sewing machines, overlockers/sergers, and longarm quilting systems, which are sold exclusively through an authorized dealer network rather than direct-to-consumer. Product line spans the flagship B 990 sewing and embroidery machine, the embroidery-capable B 770 QE PLUS, the B 480 and B 590 E mid-tier machines, the L 890 and L 450 overlockers, the Q 24 longarm quilting system with Q-matic automation, and the entry-level bernette sub-brand. Proprietary technologies include the BERNINA Stitch Regulator (BSR) and Q-matic automation system, with a comprehensive ecosystem of specialized presser feet and accessories that creates aftermarket revenue and switching costs.

The business model is a dealer-driven hardware sales model: BERNINA USA does not sell direct to consumers online, instead directing buyers to local BERNINA stores and dealers for purchasing, service, and training. The 14-employee US subsidiary focuses on brand marketing, community engagement, and dealer coordination rather than direct sales or manufacturing. Marketing is anchored by the WeAllSew blog (735+ pages of content dating to 2007), an active social media presence across Facebook, Instagram, Pinterest, YouTube, and X, the BERNINA University annual event, the Brand Ambassador program, and a flagship 2026 partnership with Project Runway. Customers are individual hobbyists and enthusiasts — primarily quilters, garment makers, machine embroidery users, overlocker owners, and home décor sewists — with no enterprise or B2B channel evident.

Name

Bernina USA

Legal name

BERNINA of America Corporation

Website

https://weallsew.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

BERNINA USA is the US subsidiary of Swiss BERNINA International AG, coordinating sales, marketing, and dealer support for premium sewing machines, overlockers, and longarm quilting systems across the United States, serving hobbyist and prosumer sewists through an authorized dealer network and the WeAllSew content community.

Ownership category

akta.pro rank

Product category

Consumer Sewing Equipment

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Sewing Machine & Serger Retail (CRALADAD)

akta.pro secondary industries

Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Threads, Yarns & Sewing Notions (Sewing Thread/Embroidery Thread/Bobbins/Needles) (IMAOALAE)

Keywords

• Sewing machines
• Overlocker sergers
• Longarm quilting systems
• Sewing accessories
• Machine embroidery

Headquarters

HQ city

Steckborn

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sewing Machines and Overlockers: Sale of BERNINA and bernette branded sewing machines, overlockers, and longarm quilting systems through authorized dealer network.
2. Presser Feet and Accessories: Specialized presser feet, needles, and accessories sold through dealer network and online catalog, supporting the machines with a comprehensive ecosystem of consumables and add-ons.
3. Authorized Dealer Network: Products sold exclusively through BERNINA dealers who provide sales, service, training, and support to customers.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels12 records

Core offering

BERNINA USA sells premium BERNINA and bernette branded sewing machines, overlockers/sergers, and longarm quilting systems, along with proprietary presser feet, needles, and accessories. Products are distributed exclusively through an authorized BERNINA dealer network across the United States, with the WeAllSew blog serving as a community and education hub for project tutorials, sewing tips, and customer engagement.

Product overview

BERNINA USA offers a portfolio of premium sewing machines and overlockers/sergers, including the high-end B 990, the embroidery-capable B 770 QE PLUS, the feature-rich B 480, and the professional L 890 overlocker. The company also provides the bernette sub-brand for entry-level straight stitch machines like the bernette 08. For longarm quilting, the BERNINA Q 24 delivers precision. All products are supported through WeAllSew, the company's official blog platform offering project tutorials, sewing tips, and community engagement for crafters of all skill levels.

Differentiator

Problem solved

Functional benefit

Brands

• bernette: A sub-brand of BERNINA offering more affordable sewing machines

Products and services

• BERNINA L 890 Overlocker Combination overlocker/serger machine designed for professional edge finishing of garments and creative overlocker projects; sold through authorized BERNINA dealers in the United States.
• BERNINA 990 Sewing Machine High-end sewing and embroidery machine featuring advanced capabilities for experienced sewists; sold through authorized BERNINA dealers.
• bernette 08 Straight Stitch Entry-level straight stitch sewing machine under the bernette sub-brand, aimed at new sewists; sold through the BERNINA dealer network.
• BERNINA Q 24 Longarm Quilting Machine Longarm quilting machine with the Q-matic automation system for precision quilting workflows; sold through authorized BERNINA dealers.
• BERNINA 590 E Sewing Machine Sewing and embroidery machine used by WeAllSew content creators for upcycling projects such as sweater-to-mitten conversion; sold through authorized BERNINA dealers.
• BERNINA 480 Sewing Machine BERNINA 4 Series sewing machine featured in WeAllSew garment sew-along tutorials for constructing button-up shirts; sold through authorized BERNINA dealers.
• BERNINA L 450 Overlocker/Serger BERNINA overlocker/serger used in WeAllSew tutorials for reusable gift wrap and bow-making projects; sold through authorized BERNINA dealers.
• BERNINA B 770 QE PLUS Sewing Machine Embroidery-capable sewing machine with quilt expression features used for the WeAllSew Regency Gown embroidery project; sold through authorized BERNINA dealers.
• BERNINA Presser Feet and Accessories Specialized presser feet, needles, and accessories sold through the authorized BERNINA dealer network and online catalog, forming a comprehensive ecosystem of consumables and add-ons for BERNINA machines.

Quantifiable outcome

• 735+ pages of searchable sewing content and tutorials
• +2 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

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

• Project RunwayflagshipGTM or Marketing Partner · 1 January 2026BERNINA partnered with Project Runway television show, featuring bernette machines in connection with Season 22 premiere. Giveaways include bernette 08 Straight Stitch machines signed by Season 21 judges.
• Local BERNINA Dealers (MittensForGood Challenge)minorChannel Partner/ Reseller/ Distributor · 1 November 2023Participating BERNINA dealers collected donated mittens created by community members as part of the #MittensForGood Giving Tuesday Challenge for local homeless shelters.
• BERNINA of America CorporationcoreOthersBERNINA of America Corporation is identified as the operating entity providing the WeAllSew blogging service. This is the US operating subsidiary of BERNINA International AG.
• Benartex (Amanda Murphy Sparkle Collection)minorGTM or Marketing PartnerFabric manufacturer partnership providing fabric collections (Amanda Murphy's Sparkle collection) featured in holiday gift wrap tutorial and giveaways on the WeAllSew blog.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pfaff (SVP Worldwide): Pfaff is a premium European sewing machine brand distributed through authorized dealers in the US, directly competing with BERNINA in the high-end hobbyist and quilter segment. Both brands emphasize precision engineering and heritage positioning.
• Elna (Janome group): Elna is a Swiss sewing machine brand owned by Janome that competes with BERNINA in the premium home sewing segment with similar heritage positioning. Both brands emphasize Swiss/Japanese engineering quality and dealer-distributed sales models.
• Singer (SVP Worldwide): Singer is an iconic sewing machine brand with broad market coverage spanning entry-level mechanical machines to advanced computerized models. While primarily mass-market, Singer competes with BERNINA at the lower end of the premium segment and overlaps with the bernette sub-brand positioning.
• Husqvarna Viking: Husqvarna Viking produces premium sewing and embroidery machines distributed through authorized dealers in the US, directly competing with BERNINA at the high end of the market. Both brands emphasize heritage, dealer service, and serious hobbyist/enthusiast positioning.
• Brother International (Sewing): Brother offers a broad sewing and embroidery machine lineup targeting hobbyists from entry-level to advanced segments, with distribution through big-box retail, online, and dealers. It is one of the largest sewing machine competitors by unit volume, competing with both BERNINA and bernette product lines.
• Handi Quilter: Handi Quilter specializes in longarm quilting machines and frames, directly competing with BERNINA's Q-series (e.g., Q 24) in the dedicated longarm quilting category. Both brands target serious quilters through dealer networks and quilting-focused content marketing.
• Baby Lock: Baby Lock specializes in sewing, embroidery, sergers, and quilting machines sold through authorized dealers, with strong positioning in sergers and embroidery-capable machines. It competes directly with BERNINA's L-series overlockers and embroidery-enabled machines like the B 770 QE PLUS.
• Janome America: Janome is a major global sewing machine manufacturer with strong US presence competing head-to-head with BERNINA across home sewing, embroidery, and longarm quilting categories. Both brands target serious hobbyists and crafters with premium machines and accessories distributed through authorized dealer networks.
• Gammill Quilting Machines: Gammill is a US-based manufacturer of longarm quilting systems competing with BERNINA's Q-series in the professional and serious hobbyist longarm market. Both brands serve the quilting community through specialty dealers and quilting events.

Others

• Jo-Ann Stores (Sewing Category): Jo-Ann is the largest US specialty retailer of fabrics, sewing notions, and sewing machines (carrying competing brands like Brother, Singer, and Janome). While not a direct BERNINA distributor, Jo-Ann shapes consumer purchasing behavior in the sewing category and represents an indirect competitive force for BERNINA's dealer channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BERNINAUSA
• YouTubeyoutube.com/user/BerninaInternational
• Facebookfacebook.com/BERNINAUSA
• LinkedInlinkedin.com/company/bernina-usa
• Instagraminstagram.com/berninausa

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 Bernina USA