What Hiyahiya Ltd. does

Hiyahiya Ltd., operating as HiyaHiya Europe, is a Norwich, UK-based wholesale distributor of the HiyaHiya knitting and crochet brand, established in 2012. The company sells an extensive portfolio of handcraft tools to yarn stores and independent craft retailers across Europe, Asia, and Africa. The product line centers on interchangeable knitting needles (offered in stainless steel, sharp steel, and resin-injected bamboo variants), double-pointed needles (DPNs), fixed and interchangeable circular needles, straight needles, and crochet hooks in acrylic, aluminium, and nickel-plated finishes. The company designs and manufactures its own moulds and production equipment in-house for each new product release. These core products are complemented by over 30 SKUs of accessories, including stitch markers, cable stoppers, point protectors, themed snips (puppy, kitty, octopus), safety pins, tape measures, needle gauges, and traditional Chinese brocade storage cases.

The business operates on a B2B wholesale model: retailers register for trade accounts to access wholesale pricing, and end consumers locate stockists through an online directory. The company does not sell direct-to-consumer through its wholesale website. Revenue is generated entirely from hardware sales to retailers. Marketing is multi-channel, combining a 146-post blog, a YouTube channel, an active Facebook community group, and recurring trade show participation at events such as h+h in Cologne and CHSI Stitches at the NEC Birmingham. HiyaHiya products have been critically acclaimed by knitting bloggers and vloggers, and the brand was nominated for Best Knitting Needle/Accessories Range at the 2018 British Knitting and Crochet Awards.

The company is privately held with no disclosed institutional funding, headcount, or revenue. It functions as the European wholesale arm of the broader HiyaHiya brand, which appears to originate from Asia based on the use of traditional Chinese brocade packaging and the inclusion of China among the markets served. No patents, formal partnerships, or M&A activity are disclosed.

Name

Hiyahiya Ltd.

Legal name

HiyaHiya Europe

Website

https://hiyahiya-europe.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Hiyahiya Ltd. (HiyaHiya Europe) is a UK-based wholesale distributor of HiyaHiya knitting needles, crochet hooks, and craft accessories, selling through trade accounts to yarn stores and independent retailers across Europe, Asia, and Africa.

Ownership category

akta.pro rank

Product category

Knitting and Crochet Supplies

NAICS

Piece Goods, Notions, and Other Dry Goods Merchant Wholesalers (424310), Clothing and Clothing Accessories Merchant Wholesalers (42435)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Apparel Sourcing, Buying Houses & Trading Companies (CRAAAAAN)

Keywords

• Knitting needles wholesale
• Crochet hooks wholesale
• Interchangeable needle sets
• Handcraft tool supplies
• Yarn store wholesale

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale knitting and crochet supplies: HiyaHiya Europe operates as a wholesaler selling knitting needles, crochet hooks, and accessories to yarn stores and independent retailers. Products are sold in bulk quantities including retail packs and bundles for resale.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Hiyahiya Ltd. (HiyaHiya Europe) is a UK-based wholesale distributor that supplies the HiyaHiya brand of knitting needles, crochet hooks, and handcraft accessories to yarn stores and independent retailers across Europe, Asia, and Africa. The product range includes interchangeable needle systems, double-pointed needles (DPNs), fixed circular needles, straight needles, crochet hooks in acrylic, aluminium and nickel-plated variants, and a broad portfolio of accessories such as stitch markers, cable stoppers, point protectors, snips, cases, and bags. Products are sold B2B through registered trade accounts at wholesale pricing, with manufacturing supported by in-house designed moulds and equipment.

Product overview

Hiyahiya Ltd. is a wholesale knitting and crochet brand offering an extensive portfolio of handcraft tools and accessories. The product line centers on interchangeable knitting needles (featuring steel, bamboo/Sharp, and bamboo materials), double-pointed needles (DPNs), fixed and interchangeable circular needles, straight needles, and crochet hooks in acrylic, aluminium, and nickel-plated variants. These core needle products are complemented by a wide range of over 30 accessories including stitch markers, cable stoppers, point protectors, scissors (snips), safety pins, tape measures, needle gauges, cases, bags, and notions storage solutions. The products are available as individual items, themed bundles (Animal Snips, Kitty Snips, Puppy Snips), and curated sets including the Ultimate Interchangeable Sock Set and Ultimate Crochet Set. The company manufactures bamboo needles using innovative in-house designed molds and machines. Founded in 2012 in Norwich, UK, the brand is distributed through yarn stores across Europe, Asia, and Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Steel DPN Set High-quality hollow stainless-steel double-pointed needles designed for knitting on double pointed needles; lightweight yet durable for retailers and crafters.
• Sharp DPNs Sharp-tipped double pointed needles for precise knitting work and detailed projects.
• Sharp Combined DPN Set Combined set of sharp-tipped double pointed needles for retailers and knitters requiring precision tips.
• Sharp Flyers Sharp-tipped interchangeable needle tips designed for fast knitting with smooth yarn transitions.
• Steel Premium Interchangeable Set Premium-grade stainless steel interchangeable needle set with high-quality finish, configured for retailers and discerning knitters.
• Exclusive Steel Set Exclusive steel needle set with premium features for high-end retail and gifting channels.
• Interchangeable Cables Cables for use with interchangeable needle sets, allowing customisation of needle length for circular knitting projects.
• Straight Needles with Panda Stoppers Straight knitting needles featuring panda-shaped stoppers to prevent stitches from sliding off.
• Straight Needles with Bead Stoppers Straight needles featuring bead-shaped stoppers to prevent stitches from sliding off.
• Ultimate Interchangeable Sock Set Complete set of interchangeable needles specifically designed for sock knitting projects.
• Interchangeable Straight Needles Extension Pack Extension pack for interchangeable straight needles, allowing creation of additional size and length combinations.
• Interchangeable Flyer Trio Cables Trio cables for use with interchangeable flyer needles.
• Bamboo Flyer Set Bamboo flyer set for drop spindle spinning.
• Acrylic Crochet Hooks Lightweight acrylic crochet hooks available in bright and chunky options for various crochet projects.
• Aluminium Crochet Hooks Colourful aluminium crochet hooks that are smooth and lightweight, available in sizes from 2.00mm to 10.00mm.
• Nickel-Plated Crochet Hooks Nickel-plated crochet hooks available in small sizes from 0.50mm to 2.10mm, designed for intricate crochet and fine beadwork.
• Aluminium Crochet Hooks Bundle Bundle of colourful aluminium crochet hooks in sizes from 2.00mm to 10.00mm, with each hook size in a pack of 7.
• Nickel-Plated Crochet Hooks Bundle Bundle of nickel-plated crochet hooks in small sizes from 0.50mm to 2.10mm, suitable for intricate crochet and fine beadwork.
• Ultimate Crochet Set Comprehensive crochet hook set providing all hook sizes needed for any project, from miniature to chunky crochet, packaged in a traditional brocade wrap.
• Accessory Set A Curated set of knitting accessories in variety A.
• Accessory Set B Curated set of knitting accessories in variety B.
• Yarn Ball Stitch Markers Stitch markers shaped like yarn balls for counting stitches, fitting needle sizes up to 15US/10.00mm, available in mixed colours.
• Colour Locking Stitch Markers Stitch markers with locking mechanism in assorted colours for holding stitches securely.
• Puppy Snips Puppy-shaped snips/scissors for cutting yarn, with safety cap and keychain for portability.
• Kitty Snips Cat-shaped snips/scissors for cutting yarn.
• Rainbow Scissors Colourful rainbow-themed scissors for yarn cutting.
• Octopus Snips Octopus-shaped snips for yarn cutting with safety features.
• Sleepy Kitty Snips Sleeping cat-shaped snips for yarn cutting.
• Panda Cable Stoppers Panda-shaped cable stoppers that screw onto interchangeable cables or straight needles to protect knitting.
• Bead Cable Stoppers Stoppers with bead design for securing cables on interchangeable needles.
• Cable Connectors Connectors for joining cables in interchangeable needle systems.
• Interchangeable Tip Adapters Adapters that allow use of standard or small interchangeable tips with different cable sizes, enhancing versatility of interchangeable sets.
• Cable Needles Needles used for creating cable stitches in knitting.
• Cable Needle Bundle Bundle of cable needles for creating cable stitches.
• Darn It Needles Yarn needles used for darning and weaving in ends of knitted projects.
• Stitch Holders Tools for holding live stitches when not actively knitting, available in multiple sizes (2", 3", and 5").
• Needle Grips and Cable Key Gripping tool for holding needles and a key for tightening cable connections.
• Classic Point Protectors Classic-shaped protectors that slip over needle points to prevent snagging and protect tips.
• Panda Point Protectors Panda-shaped point protectors for safeguarding needle tips.
• Sheep Needle Gauge Sheep-shaped gauge for measuring needle sizes.
• Alpaca Tape Measure Alpaca-themed tape measure for measuring knitting projects.
• Knitter's Safety Pins Safety pins designed specifically for knitters, shaped to prevent snagging or pulling stitches.
• Shawl Pins Decorative pins for securing shawls.
• Counter Display Unit Display unit for retail environments to showcase HiyaHiya products.
• Project Bag A project bag that holds a 100g ball of sock yarn, knitting needles, and a pattern, providing versatile storage for various knitting projects.
• Tote Bags Branded tote bags for carrying knitting and crocheting supplies.
• Lanyard Branded HiyaHiya lanyard for holding accessories like animal snips or Panda Li Click-its, available in white or pale blue.
• Accessory Case Case for storing and organising knitting accessories.
• Circular Case Case designed specifically for storing circular knitting needles.
• Double Pointed Needle Case Case designed for organising and protecting double pointed needles.
• Notion Case Snap-close case in brocade designs for storing small notions like stitch markers.
• Interchangeable Case Portable lightweight case for storing all interchangeable needle tips, cables, and accessories, featuring 16 needle pockets and 2 zipper pockets, made in traditional Chinese brocade with black cotton twill lining.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Susan Bates: Susan Bates is a long-established mass-market knitting tool brand owned by a larger craft conglomerate. It competes at a more accessible price tier but addresses the same yarn-store and big-box craft retail customers.
• Prym Consumer: Prym is a heritage German sewing, knitting, and craft notions manufacturer with a much broader product range than HiyaHiya. It is comparable as a wholesaler of needlework tools and notions into the same retail channels.
• Knit Picks / WeCrochet (Craftsy): Knit Picks / WeCrochet sells knitting needles, crochet hooks, yarn, and patterns primarily direct-to-consumer in the US. It is comparable because it sells into the same knitting/crochet enthusiast base and overlaps on interchangeable needle lines.

Direct peers

• Lantern Moon: Lantern Moon sells premium wooden and ebony knitting needles and crochet hooks through independent yarn retailers. It competes with HiyaHiya in the same design-led, premium-tools wholesale niche.
• Lykke Crafts: Lykke is a premium interchangeable knitting needle brand selling direct and through independent yarn stores. It is a near-direct competitor to HiyaHiya's interchangeable needle lines.
• Clover Needlecraft: Clover manufactures a broad range of knitting, crochet, and sewing tools including interchangeable needles and accessories. It is a long-standing global competitor in the same craft-tool wholesale category.
• ChiaoGoo: ChiaoGoo is a US-distributed premium interchangeable knitting needle and crochet hook brand with a similar material-led product architecture (steel, bamboo). It competes head-to-head with HiyaHiya Europe in the same yarn-store wholesale channel.
• KnitPro / Knitter's Pride: KnitPro (Knitter's Pride) is one of the largest global makers of interchangeable knitting needles, crochet hooks, and accessories. It targets the same independent yarn-store and craft-retail channel as HiyaHiya Europe across Europe and beyond.
• addi (Gustav Selter): German-headquartered addi is a heritage knitting needle and crochet hook brand with a strong European wholesale presence. It competes directly with HiyaHiya in the premium interchangeable needle segment sold through yarn stores.

Regional players

• Lana Grossa: Lana Grossa is a European yarn and craft brand with its own branded needle accessories, primarily distributed across German-speaking Europe. It is a regional incumbent in the same wholesale channels HiyaHiya Europe serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/HiyaHiyaEurope
• LinkedInlinkedin.com/company/hiyahiya-europe

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 Hiyahiya Ltd.