Aleene’s

What Aleene’s does

Aleene's is a heritage craft adhesive brand founded in the 1950s, operated by Paisley Crafts, LLC and headquartered in Fresno, California. The company designs, formulates, and sells a comprehensive portfolio of 117+ adhesive products organized across Original Tacky Glue (Original Formula, Clear Gel, Quick Dry, Turbo & Fast Grab variants), Paper Glues, Fabric & Notions Adhesives (Fabric Fusion line, tapes, rhinestone adhesive, leather & suede glue), Specialty Formulas, Sealers & Spray Adhesives, and DIY/Industrial-Strength products (Liquid Fusion, Heavy Duty, Super Glue, Wood Glue). Core technology centers on proprietary adhesive chemistry optimized for crafting applications—drying clear, flexible, non-toxic, and with specialized variants for stretchy fabrics, rhinestones, leather, and urethane-based performance bonding. Products are priced from $2.99 to $46.99 across individual bottles and bulk pack formats.

The business model combines direct-to-consumer e-commerce via a Shopify-powered storefront (aleenes.com), a B2B wholesale channel for brick-and-mortar retailers, and Amazon marketplace distribution, all within the U.S. market. Customer segments span crafters and hobbyists, fabric and fashion enthusiasts, DIY repair users, and educational/children's use cases—a horizontal segmentation approach with no enterprise anchor customers. GTM motion is product-led and community-led: an extensive DIY project blog drives organic SEO traffic, while active social media presence (Facebook, Instagram, Pinterest, TikTok, YouTube) and 747+ customer reviews on product pages reinforce community engagement. There are no disclosed subscriptions or recurring contracts; all revenue is transactional unit sales.

Aleene's sits within a multi-brand portfolio under Paisley Crafts, LLC alongside sister brands Tulip, Tie Dye Your Summer, and Colorshot, capturing adjacent crafting verticals. The company is privately held, bootstrapped, and family-owned since inception, with no institutional funding, no public revenue disclosure, and no recent M&A activity. The brand carries 75+ years of heritage recognition, including AFCI Product Hall of Fame induction in 2025, and operates with 11-50 employees.

Name

Aleene’s

Legal name

Paisley Crafts, LLC

Website

https://aleenes.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Aleene's is a 75-year heritage craft adhesive brand operated by Paisley Crafts, LLC, selling 117+ glue and adhesive products (fabric, paper, specialty, industrial) directly to hobbyists, crafters, and DIY consumers through Shopify e-commerce, wholesale, and Amazon.

Ownership category

akta.pro rank

Product category

Craft Adhesives

NAICS

Adhesive Manufacturing (32552), Adhesive Manufacturing (325520)

SIC

Adhesives & Sealants (2891)

akta.pro primary industry

Adhesives (Structural & Assembly) (IMAEAGAH)

akta.pro secondary industries

Tapes, Labels & Pressure-Sensitive Adhesives (IMAEAGAJ), Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)

Keywords

• Craft adhesives
• Fabric glue
• Tacky glue
• DIY craft supplies
• Paper adhesives

Headquarters

HQ city

Fresno

HQ country

United States

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, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through aleenes.com online storefront. Customers purchase products individually at listed prices with shipping handling.
2. Wholesale/B2B Sales: Wholesale channel for retailers and distributors to purchase Aleene's products in bulk for resale through brick-and-mortar and other retail channels.
3. Bulk Pack Products: Bulk packaging options (Original Tacky Glue 128 fl. oz., multi-pack bundles) for high-volume users and commercial customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Aleene's manufactures and sells a comprehensive line of craft adhesives through its direct-to-consumer e-commerce storefront and wholesale channels, anchored by the Original Tacky Glue introduced in the 1950s. The product line spans clear gel, quick-dry, and fast-grab tacky glue variants, fabric adhesives, paper glues, adhesive dots and runners, rhinestone adhesive, decoupage, sealers, and specialty repair adhesives, with more than 117 products across multiple craft categories.

Product overview

Aleene's is a craft adhesive brand offering a comprehensive portfolio of glues and adhesives for various crafting, hobby, and household applications. The core product line centers on Aleene's Original Tacky Glue, introduced in the 1950s, which has become the signature product with multiple variants including Original Formula, Clear Gel, Quick Dry, Turbo, and Fast Grab formulations. The product portfolio is organized into major categories: Original Tacky Glues (including pens, sticks, and various sizes), Paper Glues (liquid glues, dots, runners, decoupage), Fabric & Notions Adhesives (Fabric Fusion line, tapes, rhinestone adhesive, leather & suede glue, flexible fabric glue, stiffener), Specialty Formulas (jewelry glues, snow glue), Sealers & Spray Adhesives (acrylic sealers in multiple finishes, spray adhesives), and DIY & Industrial-Strength products (Liquid Fusion, heavy duty adhesives, super glues, wood glue). Products are available in various sizes from mini 2/3 oz. to bulk 128 oz., as well as bulk packs for classrooms and high-volume users. The brand is known for non-toxic formulations suitable for children in many product lines.

Differentiator

Problem solved

Functional benefit

Brands

• Aleene's Original Tacky Glue: The flagship product line - tacky glue for crafts, hobbies, and household use since the 1950s.
• Aleene's Clear Gel
• Aleene's Quick Dry
• Aleene's Turbo & Fast Grab
• Aleene's Fabric Fusion
• Liquid Fusion
• DIY Craft

Products and services

• Aleene's Original Tacky Glue The brand's flagship all-purpose PVA tacky glue used for general craft, school, and DIY projects; sold in multiple sizes from 2 oz to gallon formats and is the anchor SKU of the entire Aleene's portfolio.
• Clear Gel Tacky Glue
• Quick Dry Tacky Glue Fast-cure variant of the Original Tacky Glue formulated to set quickly, aimed at crafters who need a rapid bond for time-sensitive projects.
• Turbo and Fast Grab Tacky Glue High-tack, instant-grab tacky glue variant for craft projects that need an immediate hold without clamping or extended set time.
• Fabric Fusion Permanent Fabric Adhesive Permanent fabric adhesive formulated to bond fabric with a flexible, washable hold; targeted at garment, quilting, and fabric craft applications where sewing is not desired.
• Fabric Fusion Tape and Flexible Stretchable Fabric Glue Fabric adhesive formats (tape and flexible/stretchable liquid) for hemming, garment repair, and bonding stretchy fabrics where a flexible hold is required.
• Leather and Suede Glue Specialty adhesive formulated to bond leather and suede for craft, repair, and accessory-making applications.
• Liquid Paper Glues and Original Tacky Glue Sticks Paper-specific adhesives including liquid school-style glue and solid glue sticks for school, scrapbooking, and paper-craft applications.
• Adhesive Dots and Runners Pre-applied adhesive dots and runner-style dispensers for mess-free, instant bonding in scrapbooking, cardmaking, and paper craft projects.
• Tack-It Over and Over Repositionable Adhesive Repositionable adhesive designed for repeated sticking and removal, used for stencils, templates, and temporary mounting in craft and home applications.
• Rhinestone Adhesive Specialty adhesive formulated to bond rhinestones, gems, and small embellishments to fabric, paper, and other craft surfaces for jewelry and apparel decoration.
• Decoupage and Spray Acrylic Sealer Decoupage glue and spray acrylic sealer for finishing, sealing, and protecting decoupage and other craft projects.
• Liquid Fusion Performance Adhesive High-performance multi-surface adhesive for craft projects requiring stronger bonds on non-porous and mixed substrates such as glass, metal, and plastic.
• DIY Craft Heavy Duty Adhesive and Super Glue Heavy duty and super glue products for tougher craft, household, and repair bonds requiring higher strength than standard tacky glue.
• Wood Glue Wood-specific adhesive formulated for craft and hobby woodworking projects requiring a strong bond on porous wood surfaces.
• Fabric Stiffener and Draping Liquid Fabric stiffening and draping liquid used to shape and stiffen fabric in craft, costume, millinery, and home decor projects.
• Glitter Snow and Felt and Foam Tacky Glue Seasonal craft supplies (glitter snow) and felt/foam-specific tacky glue variants for children's and holiday craft projects.
• Bulk Packs Multi-pack and bulk-size configurations of core Aleene's products offered to high-volume crafters, classrooms, and value-oriented buyers.

Quantifiable outcome

• 50% faster drying than Original Tacky Glue with Quick Dry formula
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationAleene's e-commerce operations are powered by Shopify, which enables the website, payment processing, order fulfillment, and customer management. Shopify processes personal information about customer access and use of the services.
• Tulip (Sister Brand)minorOthersTulip is a sister brand under the same parent company (Paisley Crafts, LLC), appearing alongside Aleene's in the brand portfolio and navigation.
• Tie Dye Your Summer (Sister Brand)minorOthersTie Dye Your Summer is a sister brand under the same parent company (Paisley Crafts, LLC), appearing alongside Aleene's in the brand portfolio and navigation.
• Colorshot (Sister Brand)minorOthersColorshot is a sister brand under the same parent company (Paisley Crafts, LLC), appearing alongside Aleene's in the brand portfolio and navigation.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Bostik (Arkema): Bostik is a broad incumbent producing industrial and consumer adhesives including craft-grade products; it competes with Aleene's heavier-duty lines. Arkema-owned Bostik has multi-segment R&D and global reach that small niche players lack.
• Loctite (Henkel): Loctite is a broad incumbent in super glues and industrial-strength adhesives; its consumer super glue products directly compete with Aleene's DIY Craft Super Glue line. Henkel's R&D and global distribution give Loctite scale advantages in heavy-duty bonding.
• Plaid Enterprises: Plaid owns Mod Podge and a broad portfolio of craft paints and finishes that compete across multiple Aleene's categories including decoupage, acrylic sealers, and craft glue. While smaller than Henkel/3M, Plaid is significantly larger and more diversified than Aleene's, with comparable craft-channel focus.
• Scotch (3M): Scotch (a 3M brand) is a broad incumbent in tapes and adhesive dots competing directly with Aleene's Adhesive Dots/Runners and Fabric Fusion Tape SKUs. The parent 3M portfolio dwarfs Aleene's in scale, R&D budget, and international distribution.

Direct peers

• Elmer's Products: Elmer's is a direct competitor to Aleene's in white and clear craft glues, glue sticks, and school/craft adhesives. Both brands occupy the same shelf-set at craft, mass, and back-to-school retail with overlapping end-user segments (teachers, parents, crafters).
• Gorilla Glue: Gorilla is a direct peer in super glues, heavy-duty adhesives, and tape products with strong craft and DIY crossover. Both compete on performance claims and shelf share at mass retail, and Gorilla's expansion into craft glues and adhesive sprays directly attacks Aleene's DIY/industrial line.
• Beacon Adhesives: Beacon is a direct competitor in craft, jewelry, and mini glues with the Gem-Tac, Fabri-Tac, and Zap lines. Brands overlap directly with Aleene's jewelry adhesives, Fabric Fusion, and instant-bond craft SKUs sold through hobby stores.
• Krazy Glue (Toagosei): Krazy Glue competes directly in the cyanoacrylate (instant/super glue) segment that overlaps with Aleene's DIY Craft Super Glue SKUs at mass retail and online channels. Both brands target crafters and DIY repair consumers with single-use applicator positioning.
• Mod Podge (Plaid): Mod Podge is the leading decoupage/sealer craft finish brand and a direct competitor in Aleene's Decoupage and Acrylic Sealer product categories. Both brands target the same crafter segment via similar DTC + wholesale + content marketing motions.

Emerging players

• Tacky Glue (generic/private label): Numerous generic and private-label "Tacky Glue" SKUs (e.g., Amazon Basics, Craftsmart, ArtMinds from Michaels) compete on price in the same category Aleene's Original Tacky Glue defined. They commoditize the value-tier position and pressure Aleene's on cost-sensitive shelves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCQWPtqwhJE2YRlikji09-yw
• Facebookfacebook.com/AleenesDIY
• Instagraminstagram.com/aleenesdiy
• TikToktiktok.com/@aleenesdiy
• Pinterestpinterest.com/aleenesdiy

Compliance2 records

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 Aleene’s