Sinelli

What Sinelli does

Sinelli Oy is a Finnish craft and hobby retailer founded in the late 1990s and headquartered in Vantaa, Finland. The company operates an omnichannel retail model consisting of 8 physical stores across Finland and an e-commerce platform (sinelli.fi) launched in 2005, selling over 12,000-14,000 craft and hobby SKUs organized across 12 major categories — including basic supplies, paints, paper crafts, modeling materials, beads and jewelry supplies, textiles and yarns, DIY kits, decoratable products, party supplies, school/office supplies, and indoor/outdoor play products. Sinelli serves hobbyists and craft enthusiasts as its primary segment, with secondary segments spanning schools and daycares, families with children, and students. Its go-to-market is direct-to-consumer across both online and offline channels, supported by a free content library of over 4,500 DIY project ideas, downloadable activity booklets (Puuhakirjanen), a published magazine (Sinelli-lehti), and a physical Crafting Lounge (Askarteluolohuone) at the Vantaa Varisto location offering free tool access and workshops.

The business operates on a primarily transactional revenue model — one-time product sales through e-commerce and retail — augmented by two loyalty programs: Club Creativ (online, 1 point per €1 spent, redeemable at €0.10 per point, with 50 welcome points and free shipping over €25) and Puuhakymppi (in-store stamp card, €10 reward after five €20+ purchases). Distribution is handled by PostNord and GLS logistics partners, with free shipping on orders over €60 for non-members and a 20% first-order discount via newsletter signup. Pricing includes a 10% student discount in physical stores. Sinelli is part of the Creativ Company group, which operates sister sites across Norway, Sweden, Denmark, the UK, Ireland, Belgium, Netherlands, Germany, Italy, Spain, France, and an international site, though Sinelli itself focuses on the Finnish domestic market. The company is privately held with no disclosed institutional investors, PE/VC backing, or public listing; CEO Jarkko Mutta leads the management team. No AI/ML capabilities, APIs, or proprietary technology platforms beyond a standard e-commerce stack are disclosed.

Name

Sinelli

Legal name

Sinelli Oy

Website

https://sinelli.fi

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Sinelli Oy is a Finnish craft and hobby retailer operating 8 physical stores and an e-commerce platform, serving hobbyists, families, schools, and students with over 12,000 craft products and a free DIY inspiration content library.

Ownership category

akta.pro rank

Product category

Arts, Crafts & Hobby Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

General Arts & Crafts Supplies Retail (CRALACAA)

akta.pro secondary industries

DIY Craft Kits & Project Kits Retail (CRALACAH), Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC), Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects) (EDAAAGAB)

Keywords

• Craft supplies retail
• Hobby art materials
• DIY craft products
• Children craft supplies
• Finnish e-commerce

Headquarters

HQ city

Vantaa

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time product sales through e-commerce and retail stores. Wide range of craft supplies including paints, paper, beads, fabrics, toys, and DIY kits. Revenue generated from individual transactions.
2. Loyalty Program Revenue: Club Creativ points program where points can be redeemed for discounts. 1 point earned per 1 EUR spent, redeemable at 0.10 EUR per point.
3. Gift Cards: Gift card sales at physical stores (Puuhakymppi stamp card system provides 10 EUR value for 5 stamps on 20+ EUR purchases).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Sinelli sells craft and hobby supplies directly to Finnish consumers through its sinelli.fi e-commerce platform (live since 2005) and 8 physical retail stores. The catalog spans more than 14,000 SKUs across basic supplies, paints, paper crafts, modeling and casting, beads and jewelry, textiles and yarns, DIY kits, decoratable products, party supplies, school/office supplies, and indoor and outdoor play. Complementary services include the free Club Creativ loyalty program, a free DIY inspiration archive with 4,500+ project ideas, downloadable activity books, a published Sinelli magazine, and an in-store Crafting Lounge hosting workshops.

Product overview

Sinelli is an online and bricks-and-mortar craft and hobby retailer operating under the Creativ Company group. The company's core offering is an e-commerce platform (Sinelli-verkkokauppa) combined with 8 physical stores across Finland, selling over 14,000 craft and hobby products organized into major categories: Perustuotteet ja välineet (Basic Supplies and Tools), Maalit ja maalaustarvikkeet (Paints and Painting Supplies), Paperiaskartelu (Paper Crafts), Muovailu ja valaminen (Modeling and Casting), Helmet ja korutarvikkeet (Beads and Jewelry), Tekstiilit ja langat (Textiles and Yarns), DIY-pakkaukset (DIY Kits), Koristeltavat tuotteet (Decoratable Products), Juhlat/kortit (Parties and Cards), Koulu- ja toimistovälineet (School and Office), Sisäleikit ja -pelit (Indoor Play and Games), and Ulkoleikit ja -pelit (Outdoor Play and Games). Beyond retail, Sinelli provides complementary content and community services including an Inspiration Hub (Inspiraatio) with thousands of craft ideas, free downloadable activity books (Puuhakirjanen), a published magazine (Sinelli-lehti), a physical Crafting Lounge (Askarteluolohuone) hosting workshops, and Club Creativ, a loyalty program. The company positions itself as the go-to craft retailer for both children and adults, with products meeting EU requirements including CE marking and REACH compliance. Sinelli also operates internationally as part of Creativ Company with sister sites across multiple European countries.

Differentiator

Problem solved

Functional benefit

Brands

• Club Creativ: Free customer loyalty program for online shoppers; members earn 1 point per €1 spent and receive a welcome bonus of 50 points (worth €5).
• Puuhakymppi-leimakortti

Products and services

• Perustuotteet ja välineet (Basic Supplies and Tools) Foundational craft supplies category offering adhesives, sealants, wax, miniatures, keychains, name tags, feathers, pompoms, craft braids, scissors, glitter, foil, stamps, ice cream sticks, craft sticks, small decorations, stickers, heat-transfer decorations, shrink film, natural rubber, and general craft tools for hobbyists and educational users.
• Maalit ja maalaustarvikkeet (Paints and Painting Supplies) Paints and painting accessories category including pens and chalks, stencils and stamps, felt-tip markers, acrylic paints, watercolors, face paints, linoprinting, painting bases, brushes, spatulas and palettes, porcelain and glass paints, porcelain pens, special paints, fabric paints, and children's paints.
• Paperiaskartelu (Paper Crafts) Paper crafting supplies category offering calendars, notebooks and coloring books, paper and cardboard, leather paper, paper decorations and paper figures, passepartout frames, perforators and embossing cutters, paper cutters and cutting mats, and toys.
• Muovailu ja valaminen (Modeling and Casting) Modeling and casting supplies category covering concrete casting, soapstone, plaster casting, non-hardening modeling compounds, oven-hardening clays and doughs, candle casting, air-drying clay, shaping, molds, soap making, tin casting, modeling tools, and casting resin.
• Helmet ja korutarvikkeet (Beads and Jewelry Supplies) Beads and jewelry-making supplies category including chains, cords, ribbons and cables, metal embossing, beads, tube beads, jewelry-making supplies, and jewelry tools for hobbyists making their own jewelry.
• Tekstiilit ja langat (Textiles and Yarns) Textile and yarn supplies category offering embroidery, ribbons, braids and lace, felt and fleece, ready-to-use products, yarn, products sold by the meter, sewing machines and accessories, sewing supplies, wool, weaving, rug-making and pompoms, fabric and leather patches, and macramé.
• DIY-pakkaukset ja materiaalipakkaukset (DIY Kits and Material Kits) Pre-packaged DIY craft kits for various activities including decorative products, basic supplies and tools, paper crafts, parties, cards and gift paper, beads and jewelry, paints and painting supplies, textiles and yarns, and modeling and casting.
• Koristeltavat tuotteet ja koristetuotteet (Decoratable and Decorated Products) Decoratable and pre-decorated products category including home decor, dishes and accessories, letters, numbers and words, decorative figures, eggs and animals, houses and vehicles, Christmas cones and bags, masks, signs, piggy banks, decorative trees and flowers, boxes and storage, and toys.
• Juhlat, kortit ja lahjapaperit (Parties, Cards and Gift Wrapping) Party and stationery supplies category including party supplies, gift wrapping paper, card blanks, and envelopes for celebrations and gift-giving.
• Koulu- ja toimistovälineet (School and Office Supplies) School and office supplies category including office supplies, tape and adhesive-backed products, boards and accessories, notebooks and papers, and playful learning items for students and educators.
• Sisäleikit ja -pelit (Indoor Play and Games) Indoor play and games category including baby/toddler play, sensory motor toys, special needs toys, building blocks and construction toys, cars, trains and accessories, dolls and doll accessories, kitchen and accessories, animals, figures and accessories, games, play mats, and foam/wood play furniture and walls.
• Ulkoleikit ja -pelit (Outdoor Play and Games) Outdoor play and games category including nature exploration, sandbox and garden, water play, campfire and grill, outdoor games and balls, jump ropes and rings, balance bikes and vehicles, balance and mental training, and large building blocks.
• Club Creativ (Loyalty Program) Free customer loyalty program for online shoppers where members earn points (1 point per €1 spent, 1 point = €0.10 discount), receive a welcome gift of 50 points (worth €5), enjoy member-only discounts, free shipping on orders over €25, and can save favorites and track orders.
• Askarteluolohuone (Crafting Lounge) Physical crafting lounge at Sinelli's Vantaa Varisto store where customers can use various cutters and tools free of charge and where workshops and crafting events are organized.
• Sinelli-verkkokauppa (Sinelli Online Store) E-commerce platform selling over 14,000 craft and hobby products with free shipping over €60, 3–5 day delivery via PostNord and GLS, and a 20% first-order discount. Launched in 2005.

Quantifiable outcome

• Over 12,000 craft products available in one store
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• PostNordcoreTechnology or IntegrationPostNord handles package delivery for Sinelli's online orders in Finland, providing logistics and delivery services for customer orders.
• GLS (General Logistics Systems)coreTechnology or IntegrationGLS provides parcel delivery services for Sinelli's e-commerce operations in Finland, complementing PostNord for order fulfillment.
• Facebook Inc.minorGTM or Marketing PartnerFacebook platforms are used for retargeting and targeted advertising purposes. Data transfers to the US are covered under Privacy Shield certification.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Hobby Lobby: Hobby Lobby is a large US arts & crafts and home décor retailer with extensive craft assortment including fabrics, DIY kits, and seasonal supplies — relevant as a benchmark for craft superstore economics, though primarily North American.
• Michaels Companies: Michaels is the largest North American specialty arts & crafts retailer with deep SKU breadth and an omnichannel model. While not present in Finland, it anchors the global craft retail benchmark and competes for the same hobbyist and maker customers online.

Regional players

• Clas Ohlson: Clas Ohlson is a Nordic retailer (Sweden, Norway, Finland) selling hobby, craft, and DIY supplies alongside tools and home products — directly comparable to Sinelli on hobby/craft SKU overlap and pan-Nordic store footprint.
• Flying Tiger Copenhagen: Flying Tiger Copenhagen is a Danish variety retailer with deep Nordic and European store coverage that carries craft supplies, paper goods, and DIY kits at low price points — overlapping with Sinelli on craft SKU categories and impulse hobby purchases.
• Søstrene Grene: Søstrene Grene is a Danish-born Nordic variety retailer with stores across the Nordics (including Finland) selling craft, hobby, paper goods, and DIY supplies alongside home goods — directly comparable on craft assortment and store experience.
• Bauhaus (Kesko): Bauhaus is a major Finnish home improvement and DIY retailer carrying craft and hobby supplies alongside tools and seasonal décor — directly competing with Sinelli in Finland for DIY and hobby share of wallet.
• Tokmanni: Tokmanni is Finland's largest discount variety retailer with broad craft, hobby, and DIY assortment sold at value prices across a nationwide store footprint — a direct mass-market competitor for budget-conscious Finnish craft consumers.

Emerging players

• Etsy: Etsy is a global online marketplace for handmade crafts, supplies, and DIY kits that competes with Sinelli's online craft supplies business and increasingly sells finished handmade goods adjacent to Sinelli's customer base.

Direct peers

• Creativ Company (group sister sites): Sinelli is the Finnish operation of Creativ Company, whose sister sites (cchobby.no, cc-craft.co.uk, cchobby.se, cchobby.dk, cchobby.de, cchobby.fr, etc.) operate the same craft retail model across 12+ European countries — effectively identical peers under the same parent group.
• Panduro Hobby: Panduro Hobby is the leading Nordic arts & crafts retail chain (Denmark, Sweden, Norway, Finland), operating physical stores and an online shop with comparable breadth of craft supplies and DIY kits — the closest direct competitor to Sinelli in the Nordic region.

Market position

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SinelliOy
• Facebookfacebook.com/sinellioy
• LinkedInlinkedin.com/company/sinelli

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sinelli