Piste

What Piste does

Piste is an Estonian specialty e-commerce and physical-store retailer of knitting yarns, crafting tools, books, and macrame materials, operated by the privately held Estonian company Glit-It OÜ (reg. nr 11503767). The business sells through piste.ee, a WooCommerce-based online storefront running 24/7, and a brick-and-mortar retail showroom at Viimsi Äritare (Paadi tee 3, Viimsi vald, Harjumaa), open weekdays 10:00-18:00. Its assortment is concentrated in premium international yarn brands — Rowan, Schachenmayr, Regia, and Anchor — spanning alpaca, merino, cotton, mohair, silk, and specialty-effect fibers, with OEKO-TEX STANDARD 100 (and where applicable GOTS) certifications highlighted on relevant SKUs. The product mix also includes knitting pattern books, magazines, and 100%-recycled macrame cord.

The company is built on a standard small-business technology stack: a WooCommerce storefront with an integrated payment services layer via Maksekeskus AS (covering Estonian and Baltic bank methods including Swedbank, SEB, Luminor, LHV, Coop Pank, Citadele, and Pocopay), three parcel-machine last-mile carriers (Itella Smartpost, Omniva, and DPD Pickup), GDPR-compliant cookie consent and privacy handling, email marketing for opt-in customers, and Facebook Pixel-driven paid social advertising for top-of-funnel traffic and retargeting.

Piste operates as a direct-to-consumer business. Revenue is generated on a one-time, pay-as-you-go basis through unit-priced product sales, with 20% VAT-inclusive pricing, tiered parcel-machine and courier shipping rates starting at €3.99, and a free-shipping threshold over €49 to parcel machines. The primary customer segments are knitting and crochet enthusiasts and baby/kids crafters within Estonia; the site is offered in Estonian and serves only the Estonian market per current evidence. There is no disclosed institutional investment, parent company, or external capital, and no management team data is on record.

Name

Piste

Legal name

Glit-It OÜ

Website

https://piste.ee

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Piste is an Estonian e-commerce and physical-store retailer (operated by Glit-It OÜ) that sells premium yarn, knitting and crafting supplies, books, and macrame materials to knitting, crochet, and handicraft hobbyists within Estonia through piste.ee and its Viimsi showroom.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Piste generates revenue through the sale of yarn products including alpaca wool, merino wool, cotton, mohair, silk, and specialty fibers, as well as knitting books, magazines, and crafting tools. Revenue is transaction-based with one-time purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Piste is an Estonian yarn and handicraft supplies retailer that sells premium international yarn brands (Rowan, Schachenmayr, Regia, Anchor, Soffie Crafts) covering alpaca, merino, cotton, mohair, silk, and specialty fiber blends, as well as macrame cord, knitting pattern books, and magazines. The company operates a 24/7 WooCommerce online store at piste.ee and a physical retail showroom in Viimsi, Estonia, fulfilling orders through Estonian parcel-machine networks (Itella Smartpost, Omniva, DPD) with free shipping on orders over €49.

Product overview

Piste is an Estonian online and physical retail store operated by Glit-It OÜ, specializing in yarn, knitting supplies, and crafts materials. The product portfolio includes a wide range of yarn types from premium brands (Rowan, Schachenmayr, Anchor, Regia, Soffie Crafts) including alpaca wool, merino wool, cotton, mohair, silk, and specialty effect yarns. The store also carries books and magazines about knitting patterns, and offers macrame cord products. The e-commerce platform at piste.ee provides online shopping with delivery options through Itella Smartpost, Omniva, and DPD parcel lockers across Estonia.

Differentiator

Problem solved

Functional benefit

Products and services

• Piste Online Yarn & Craft Shop (piste.ee) Core online storefront (piste.ee) selling yarn, knitting pattern books, magazines, and macrame cord from brands such as Rowan, Schachenmayr, Regia, and Anchor. Used by Estonian crafters for hand-knitting, crocheting, macrame, and baby/children's clothing projects.
• MODE AT ROWAN ALPACA WOOL

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Itella SmartpostcoreChannel Partner/ Reseller/ DistributorLogistics partner providing parcel locker delivery services throughout Estonia. Orders over €49 qualify for free shipping to Smartpost parcel machines.
• OmnivacoreChannel Partner/ Reseller/ DistributorEstonian logistics partner providing parcel machine, post office, and courier delivery services.
• DPD EstoniaminorChannel Partner/ Reseller/ DistributorProvides parcel pickup point delivery services through DPD Pickup locations in Estonia.
• Maksekeskus AScoreTechnology or IntegrationPayment services provider enabling secure payment processing for online transactions. Handles payments for Estonian banks (Swedbank, SEB, Luminor, LHV, Coop Pank, Citadele, Pocopay) and Baltic banks.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Michaels: North American specialty retail chain selling yarn, craft supplies, and custom framing. Comparable to Piste in yarn-and-craft retail positioning, but operates as a mass-market omni-channel incumbent across a much broader category set.
• Etsy: Global online marketplace where independent sellers list yarns, hand-spun fibers, and craft supplies. Comparable as a competitive channel for Estonian craft customers seeking specialty yarns, but Etsy is a broad marketplace rather than a specialist yarn retailer.
• Drops Design / Garnstudio: Norwegian yarn brand and online retailer offering a large proprietary yarn range plus patterns. Comparable to Piste's yarn-and-pattern merchandising approach, but with a much larger own-brand catalog and international reach.

Direct peers

• WEBS (Yarn.com): Largest US online yarn retailer offering thousands of yarn SKUs, patterns, tools, and books. Directly comparable to Piste in multi-brand premium yarn assortment and DTC e-commerce model, though at significantly greater scale.
• Ice Yarns: International yarn wholesaler and retailer offering thousands of yarn SKUs at value prices, shipping globally. Comparable to Piste in yarn-only focus and online ordering, but targets a broader price point and geography.
• Hobbii: Danish online yarn and craft retailer selling premium and own-brand yarns, kits, and patterns globally. Closest comparable to Piste in DTC e-commerce model, premium yarn assortment, and parcel-based delivery, but operates at far larger scale across Europe.
• LoveCrafts: UK-based online retailer of yarn, fabric, and haberdashery serving knitting, crochet, and sewing enthusiasts worldwide. Directly comparable to Piste in product mix (premium yarn brands, patterns, books) and DTC e-commerce GTM.
• Wool and the Gang: DTC yarn and knit-kit brand selling fashion-oriented yarn, patterns, and ready-to-knit kits online. Comparable to Piste in craft-focused DTC e-commerce and pattern-led merchandising, with a stronger own-brand identity.
• Deramores: UK-based online yarn and craft retailer with deep premium brand assortment (including Rowan) and pattern support. Comparable to Piste in premium yarn mix and DTC e-commerce model, with established shipping into Europe.
• Knit Picks: US online yarn and tools retailer offering own-brand and partner yarns, patterns, and knitting kits. Directly comparable to Piste in DTC e-commerce model, yarn-plus-pattern merchandising, and free-shipping threshold strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Piste