MACHINE EMBROIDERY SUPPLIES LTD

What MACHINE EMBROIDERY SUPPLIES LTD does

Machine Embroidery Supplies Ltd is a UK-based, owner-operated specialist retailer of machine embroidery supplies, founded formally in 2020 and operating commercially since 2018. The company is registered in Doncaster (with prior Sheffield ties) and is run by principal Michelle Schofield, who fulfils orders from a UK shipping address while based in Australia. Its go-to-market is direct-to-consumer e-commerce focused exclusively on the UK market, with no disclosed wholesale, marketplace, or international shipping footprint. The customer base comprises both hobbyist embroiderers and professional embroidery businesses seeking specialised equipment and consumables.

The core product offering is built around two exclusive authorised-supplier relationships: DIME Magnetic Embroidery Hoops (dealer since 2018) priced at £155-£225, and Echidna Sewing hooping stations (sole UK distributor) at roughly £300. The catalog also includes DIME-branded digitising software (£80-£478), low-ticket accessories and consumables (£5.30-£65), and eGift cards. Underlying technology is predominantly third-party hardware and software that the company resells rather than develops; the principal proprietary capability is a human-operated custom digitising service offered through a dedicated portal, which converts customer artwork into machine-ready embroidery files.

The business model combines transactional hardware and software resale with a service-revenue line (digitising) and an emerging event line (embroidery retreats). Revenue mechanics are unit-based with no disclosed subscriptions, contracts, or enterprise agreements. The company is privately held, fully founder-owned, has not raised external capital, and operates without disclosed employees beyond the proprietor, making it a sole-trader-style micro-business rather than a venture-backed or scaled SMB.

Name

MACHINE EMBROIDERY SUPPLIES LTD

Legal name

Machine Embroidery Supplies Ltd

Website

https://machineembroiderysupplies.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Machine Embroidery Supplies Ltd is a UK owner-operated e-commerce retailer specialising in machine embroidery hardware, accessories, and digitising software, serving hobbyists and professional embroidery businesses via exclusive DIME and Echidna dealer agreements.

Ownership category

akta.pro rank

Product category

Embroidery Supplies & Equipment

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYCRALADAG

Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

Keywords

• Machine embroidery supplies
• Magnetic embroidery hoops
• Embroidery digitising services
• Embroidery design software
• Hooping stations

Headquarters

HQ city

Doncaster

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Hardware): Sale of DIME magnetic embroidery hoops, Echidna hooping stations, embroidery accessories, needles, stabilisers, and other physical supplies. Products sold at various price points from budget accessories to premium hoops.
2. Software Licenses: Sale of embroidery design software including My Block Piecer, My Pet Emoji, My Emoji Stitches, Stitched Snapshots Plus, Patches and Applique Maker, Perfect Stitch Viewer, WordArt, and Lace Maker. Digital products delivered via download with serial codes.
3. Digitising Service: Professional embroidery digitising service turning artwork and logos into embroidery files, with 24-hour turnaround.
4. Gift Cards: eGift cards available in denominations of £25, £50, £100, £150, £200 and custom amounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Machine Embroidery Supplies Ltd is a UK-based e-commerce retailer and authorised distributor selling DIME Magnetic Embroidery Hoops, Echidna Hooping Stations, DIME embroidery design software, and a wide range of embroidery accessories (needles, stabilisers, placement tools, foam, twill). The company also offers a paid professional digitising service converting artwork and logos into machine-ready embroidery files with a 24-hour turnaround.

Product overview

MACHINE EMBROIDERY SUPPLIES LTD is a UK-based specialist retailer offering a comprehensive portfolio of machine embroidery products. The company operates as the sole UK distributor for Echidna Hooping Stations and authorised UK dealer for DIME Magnetic Embroidery Hoops (since 2018). The product portfolio centers on three main categories: DIME Magnetic Embroidery Hoops (Brother-compatible magnetic hooping solutions in multiple sizes from 4x4 to 10.5x16), DIME Accessories (including placement tools, stabilisers, needles, and specialty papers), and DIME Software (design software including My Emoji Stitches, My Pet Emoji, Lace Maker, WordArt, Block Piecer, Patches and Applique Maker, Stitched Snapshots Plus, and Perfect Stitch Viewer). The company also offers professional digitising services, embroidery tool kits, placement systems, and stocks affiliate embroidery design brands including Kimberbell and Sweet Pea. All products are shipped directly from the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• DIME Magnetic Embroidery Hoops (Brother compatible) Patented magnetic embroidery hoops for Brother multi-needle machines (including PR1055X and Aveneer), featuring one-step magnetic hooping using powerful magnets that securely hold fabric without hand strain, hoop burn or traditional screw tightening. Available in sizes from 4x4 to 10.5x16 at £155–£225 each, suited to home embroiderers and small commercial operations.
• DIME Embroidery Accessories

Quantifiable outcome

• 24-hour turnaround on digitising services
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DIME (Design边 Industry Magic Embroidery)coreChannel Partner/ Reseller/ Distributor · 1 January 2018Authorised UK dealer for DIME Magnetic Embroidery Hoops since 2018. First company to introduce DIME products into the UK market. Stocks comprehensive range of DIME hoops, accessories, and software.
• Echidna Sewing Pty LtdcoreChannel Partner/ Reseller/ DistributorSole UK distributor for Echidna Hooping Stations, bringing the highly respected Australian hooping solutions to embroiderers across the UK. This exclusive distribution arrangement is a cornerstone of the business.
• Sweet Pea Embroidery DesignsminorGTM or Marketing PartnerAffiliate partnership promoting Sweet Pea machine embroidery designs through the MES website. Sweet Pea is known for in-the-hoop projects, quilts, home décor, bags and seasonal designs.
• Kimberbell DesignsminorGTM or Marketing PartnerAffiliate partnership promoting Kimberbell embroidery designs. Kimberbell is known worldwide for on-trend style, beautiful finishes and user-friendly approach with step-by-step instructions.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Magnetic Hoop: Specialty magnetic embroidery hoop brand for Brother and Baby Lock machines. Directly comparable in product category and customer base, and listed as an affiliate partner on MES's site.
• Mighty Hoops: US-based manufacturer of magnetic embroidery hoops for home and commercial machines. Directly comparable as a magnetic-hoop specialist selling into the same hobbyist and small-business customer base, and listed as an affiliate partner on MES's site.
• Sewtech Store: Online embroidery supplies retailer selling magnetic hoops and related accessories. Directly comparable as a small specialty e-commerce competitor in the same niche.
• Maggie Frame Store (Maggie Hoops): US-based embroidery frame and hoop retailer. Directly comparable specialty retailer of embroidery hooping solutions, and explicitly linked as an affiliate partner on the Machine Embroidery Supplies website.
• DIME (Designs in Machine Embroidery): US-based inventor and manufacturer of the patented DIME Magnetic Embroidery Hoops and the DIME software suite (My Emoji Stitches, Lace Maker, etc.). MES is an authorised UK dealer; DIME is both a partner and the most directly comparable product peer.
• Echidna Sewing Pty Ltd: Australian manufacturer of Echidna Hooping Stations, of which Machine Embroidery Supplies is the sole UK distributor. Directly comparable as a hooping-solution specialist, with the relationship being both a partnership and a peer-level overlap in product category.

Emerging players

• Kimberbell Designs: US-based embroidery design brand selling in-the-hoop projects and step-by-step machine embroidery designs. Listed as an affiliate partner on MES's site; comparable as a niche embroidery design and supplies brand targeting the same hobbyist customer.
• Sweet Pea Embroidery Designs: Family-run embroidery design company selling machine embroidery files for in-the-hoop projects, quilts, and home décor. Affiliate partner on MES's site and a directly comparable niche embroidery design retailer.

Broad incumbents

• Hobbycraft: UK's largest specialist craft retailer with broad sewing, quilting, and needlecraft product lines. A broad incumbent in the same end-customer segment but operating at much larger scale across many craft categories.
• Brother International: Global manufacturer of multi-needle embroidery machines (PR1055X, Aveneer, Innovis) that MES's DIME hoops are specifically designed to fit. A broad incumbent whose installed base defines MES's addressable market, even though Brother is not a direct retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCNpDFXJPlW6-EglS420_W_g
• Facebookfacebook.com/machineembroiderysupplies
• Instagraminstagram.com/machineembroiderysupplies?igshid=YmMyMTA2M2Y=
• TikToktiktok.com/@embroiderysupplies?_t=8c2ZzENBnoZ&_r=1

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 MACHINE EMBROIDERY SUPPLIES LTD