What Viking Sewing Machine Co does

HUSQVARNA VIKING is a heritage Swedish sewing and embroidery machine brand operating as part of the SVP Worldwide portfolio alongside Singer and PFAFF. The brand offers a multi-tier hardware lineup spanning budget-friendly machines starting at $349, mid-range sewing and combination sewing/embroidery machines, specialized quilting machines, overlock/serger machines, certified refurbished units, and the premium Designer Epic series (including the flagship Designer Epic 3 Nordic Frost, distributed exclusively through authorized dealers). Underlying technology centers on computer-controlled stitching, embroidery hoop systems, and specialized presser feet mechanisms, with machine-specific accessories (bobbins, presser feet, embroidery hoops, extension tables) generating recurring consumable revenue.

The business is structured around four revenue streams: sewing and embroidery machine hardware sales, accessories and notions, fabric retail (cotton, flannel, fleece, utility), and certified refurbished machines. Go-to-market combines direct-to-consumer e-commerce through singer.com with a multi-country independent dealer network and physical store locator, supported by Machine Finder and Accessory Finder self-service tools, a 0% interest Synchrony financing program up to 48 months, free shipping over $49, and a rewards program (1 point per $1 spent). The brand serves a horizontal consumer base across garment makers, quilters, mending/alteration users, embroidery enthusiasts, home d\u00e9cor crafters, and general crafters across 15 countries in North America, Latin America, and Europe. The VIKING trademark is held by Singer Sourcing Limited LLC, while the HUSQVARNA marks are licensed from Husqvarna AB.

Name

Viking Sewing Machine Co

Legal name

Singer Sourcing Limited LLC

Website

https://husqvarnaviking.com

Company type

Private

Founded year

1872

Operating status

Operating

Headcount range

1–10 employees

Short description

HUSQVARNA VIKING is a heritage Swedish sewing and embroidery machine brand within the SVP Worldwide portfolio, selling budget-to-premium machines, accessories, and fabric to consumer sewists, quilters, and crafters across 15 countries via dealers and e-commerce.

Ownership category

akta.pro rank

Product category

Consumer Sewing Machines

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Sewing Machine & Serger Retail (CRALADAD)

akta.pro secondary industries

Quilting & Patchwork Shops (CRALADAB), Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH)

Keywords

• Sewing machines
• Embroidery machines
• Quilting machines
• Serger machines
• Sewing accessories

Headquarters

HQ city

Vernon Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sewing Machine Sales: One-time hardware sales of sewing machines and embroidery machines ranging from budget-friendly models under $600 to premiumDesigner Epic line.
2. Accessories and Notions: Sales of complementary products including bobbins, presser feet, embroidery hoops, extension tables, needles, stabilizers, scissors, bags, thread, and quilting supplies.
3. Fabric Sales: Retail sales of fabrics including cotton, flannel, fleece, and utility fabrics for quilting, sewing, and crafting projects.
4. Refurbished Machines: Certified refurbished machines offered at discounted prices, providing more affordable entry points while recapturing value from returned or traded units.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Viking Sewing Machine Co sells sewing and embroidery machines, quilting machines, overlock and serger machines, and related accessories under the HUSQVARNA VIKING brand. The company targets household and hobbyist sewing users with a multi-category lineup of mechanical and computerized sewing equipment and supporting accessories.

Product overview

Husqvarna Viking is a premium brand under SVP Worldwide (alongside Singer and PFAFF) offering a comprehensive portfolio of sewing and embroidery machines and accessories. The product lineup consists of core machine categories including general sewing machines, combined sewing & embroidery machines, specialized quilting machines, and overlock/serger machines. These are complemented by certified refurbished options and budget-friendly machines starting at $349. The portfolio includes the premium Designer Epic™ 3 Nordic Frost as the flagship model. Supporting products include a full range of accessories (presser feet, bobbins, extension tables, embroidery hoops, stabilizers, scissors), fabric materials (cotton, flannel, fleece), and specialized kits like the Quilting Kit ($149.99). Services include machine and accessory finder tools, store locator, and special financing through Synchrony (0% interest for up to 48 months). The brand operates through an exclusive dealer network with 3 brands under one checkout system.

Differentiator

Problem solved

Functional benefit

Products and services

• Sewing & Embroidery Machines

Quantifiable outcome

• Machines starting at $349
• +3 more outcomes

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SingercoreChannel Partner/ Reseller/ DistributorSinger operates the e-commerce platform (singer.com) for HUSQVARNA VIKING products. HUSQVARNA VIKING is part of the SVP Worldwide family of brands alongside Singer and PFAFF. Singer Sourcing Limited LLC holds the VIKING trademark.
• PFAFFminorStrategic or Co-development PartnerPFAFF is a sister brand under SVP Worldwide, alongside HUSQVARNA VIKING and Singer. Brands share the same e-commerce platform and dealer network.
• Sew-A-LotminorChannel Partner/ Reseller/ DistributorIndependent dealer spotlight featuring Liz and Lesley of Sew-A-Lot with locations in Centerville, OH and Lexington, KY. Sisters and business owners bringing creativity and community impact to their retail stores.
• CREATIVATEminorGTM or Marketing PartnerCREATIVATE is referenced as a creative platform partner accessible through the singer.com brand navigation, potentially offering creative content or community features.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PFAFF: Third sister brand under SVP Worldwide, sold through the same singer.com storefront and shared dealer network. Sells premium sewing and embroidery machines targeting the same quilting, garment, and embroidery enthusiasts, with overlapping premium-tier positioning that competes head-to-head with HUSQVARNA VIKING.
• Bernina International: Swiss-headquartered premium sewing, embroidery, and quilting machine maker that competes most directly in HUSQVARNA VIKING's premium tier (akin to the Designer Epic line). Operates through independent dealers across the same North American and European geographies, targeting the same professional and enthusiast quilters.
• Juki: Industrial-heritage sewing machine maker that has expanded into home sewing, quilting, and serger machines with comparable or lower price points. Sold through many of the same independent dealers and competes directly on serger/overlock and quilting categories that HUSQVARNA VIKING addresses.
• Singer: Sister brand under SVP Worldwide operating on the same singer.com e-commerce platform, dealer network, and SVP Worldwide infrastructure. Sells a directly overlapping product mix of sewing machines, embroidery machines, accessories, notions, and fabric to the same hobbyist and home-sewer customer base.
• Elna: Swiss-origin home sewing machine brand with overlapping product categories — mechanical and computerized sewing, embroidery, and sergers — sold through similar specialty dealer networks in Europe and North America, targeting the same hobbyist and home-sewer demographic.
• Brother: Global sewing machine and embroidery machine manufacturer with strong D2C and retail distribution across the same North American and European markets. Competes across every tier HUSQVARNA VIKING operates in, from entry-level mechanical to computerized embroidery, with comparable accessory ecosystems.
• Janome: Long-established sewing machine maker with comparable product breadth across mechanical, computerized, embroidery, and quilting machines. Sells through specialty dealer networks and online channels that overlap with HUSQVARNA VIKING's dealer footprint, targeting the same home-sewer, quilter, and embroidery customer.
• Baby Lock: Specialty brand focused on sergers, embroidery machines, and quilting machines, distributed through the same independent specialty dealer channel in North America. Targets overlapping embroidery enthusiasts, quilters, and garment sewists with comparable multi-function and embroidery-capable machines.

Emerging players

• Sailrite: US-based sewing-machine and fabric specialist with strong direct-to-consumer e-commerce and an enthusiast content community. Competes more narrowly on heavy-duty home sewing and upholstery-adjacent use cases that partially overlap with HUSQVARNA VIKING's home décor and utility sewing segments.

Others

• Creative Feet: Third-party aftermarket manufacturer of custom presser feet compatible with home sewing machines, including HUSQVARNA VIKING. Adjacent ecosystem participant whose products substitute for HUSQVARNA VIKING's proprietary accessories and threaten aftersales attach economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/HusqvarnaViking
• YouTubeyoutube.com/user/husqvarnaviking
• Facebookfacebook.com/HusqvarnaVikingUSA
• Instagraminstagram.com/husqvarnaviking
• Pinterestpinterest.com/husqvarnaviking
• LinkedInlinkedin.com/company/viking-sewing-machine-co

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 Viking Sewing Machine Co