What Kylie And The Machine does

Kylie And The Machine (KATM) is an Australian designer and direct-to-consumer retailer founded in 2017 by Kylie Brûlé in Brisbane, specializing in creative finishing products for the home sewing community. The company's core offering is a catalog of 55+ polyester woven labels (sew-in, iron-on, straight cut, end fold, centre fold, side seam variants) with distinctive, often humorous copy, complemented by artist collaborations, custom-label commissions (minimum 150 units), denim and bag hardware kits supplied via YKK zippers, original sewing patterns (digital and paper), and sewing notions such as the proprietary Label Glue Stick and Mini Fabric ID Tape. Manufacturing of woven labels is conducted in China, and KATM operates dual distribution from Australian HQ and a US warehouse to serve international customers with tariff-transparent US shipping. Products are priced in fixed unit increments typically ranging from $7 to $65 per pack.

KATM reaches its customer base of individual home sewists and craft makers primarily through its own Shopify storefront and Etsy shop, supplemented by a KATM Wholesale portal and independent stockists. The company is privately held with no disclosed institutional funding, founder-owned, and operates with a four-person team covering creative, warehouse fulfilment, operations/wholesale/community, and content/social media. Marketing is community-led: a bi-weekly Sewing Club Podcast, active Instagram, YouTube, Facebook, and Pinterest presences, plus a tutorials blog and recurring artist collaborations with Brisbane-based and Filipino-Australian artists (Mel Stringer, Claire Ritchie, Rachel Burke). Additional revenue streams include in-house A0 pattern printing ($6.50–$10.50 per page, Australia-only), digital PDF pattern downloads, and a discontinued/sale channel offering up to 70% off.

Name

Kylie And The Machine

Legal name

Kylie And The Machine

Website

https://kylieandthemachine.shop

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Kylie And The Machine is an Australian designer-founded DTC retailer that designs and sells woven labels, sewing patterns, denim hardware, and notions for individual home sewists and craft makers worldwide, distributed via Shopify, Etsy, wholesale, and a US warehouse.

Ownership category

akta.pro rank

Product category

Sewing and Craft Supplies

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

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

akta.pro secondary industry

Quilting & Patchwork Shops (CRALADAB)

Keywords

• Woven clothing labels
• Sewing notions
• Denim hardware kits
• Sewing patterns
• Craft supplies

Headquarters

HQ city

East Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase revenue from physical products including woven labels, denim hardware kits, sewing patterns, sewing notions, and stationery. Products sold at fixed retail prices with free shipping threshold.
2. Digital Products: Sale of PDF sewing patterns and digital wall art downloads. Includes free pattern (Snippy Pouch) and paid patterns ranging from digital downloads to printed A0 format.
3. Custom Labels: Bespoke custom label orders with minimum 150 labels per design/colourway. Customers can choose from straight cut, end fold, centre fold, or side seam styles with up to 10 colours including metallic threads.
4. A0 Pattern Printing: In-house pattern printing service at KATM HQ. Charges $6.50 per page (B&W) or $10.50 per page (colour) with scale guarantee.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Kylie and the Machine designs, sources, and sells woven clothing labels, denim hardware kits, sewing patterns, sewing notions, and sewing-themed accessories for home sewists and craft makers. Products are manufactured in China and sold direct-to-consumer via the KATM Shopify store, Etsy shop, and through a wholesale portal serving independent stockists worldwide. The company also offers custom bespoke label orders and an in-house A0 pattern printing service.

Product overview

Kylie And The Machine (KATM) is an Australian designer and retailer specializing in creative products for the home sewing community. The company offers a unified portfolio centered on woven clothing labels (available as standard packs and custom orders), complemented by denim hardware kits, sewing notions and tools, original sewing patterns, and artist collaboration collections. Core products include sew-in and iron-on labels in playful themes (sweary, motivational, celebratory), hardware kits for jeans/jackets/dungarees, fabric identification tape, label adhesive, and PDF/paper sewing patterns. The brand differentiates through witty, irreverent product naming and limited-edition artist collaborations. Products are sold direct-to-consumer via the KATM Shopify store, with wholesale distribution through independent retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Mel Stringer x KATM Collaboration: Limited edition label collaboration with Filipino-Australian artist Mel Stringer featuring comics, animations, and illustration of cute and sassy plus-size babes.
• Claire Ritchie x KATM Collaboration
• Rachel Burke x KATM Collaboration

Products and services

• Woven Labels Polyester woven labels for handmade garments in sew-in, iron-on, straight cut, end fold, centre fold, and side seam variants across various designs and themes (sweary, family, motivational).
• Custom Labels Bespoke custom woven label service where customers design their own labels choosing cut style (straight, end fold, centre fold, side seam), up to 10 colours, and metallic thread options. Minimum order of 150 labels per design/colourway.
• Advent Calendars Curated label advent calendar collections, including the Sweary Sewist Advent Calendar featuring 12 days of themed sweary sewing labels.
• Denim Hardware Kits Hardware kits for DIY denim projects including Jeans Hardware Kits, Jacket Hardware Kits, and Dungarees Hardware Kits, available in multiple finishes (Aged Brass, Aged Copper, Matte Black, Pewter, Silver).
• Zippers (YKK) YKK jeans zippers available in Black, Navy, and Light Blue colours for denim and garment projects.
• Arch Clutch Hardware Kits Complete hardware kits and sewing patterns for making arch clutch bags, available in multiple finishes (Antique Brass, Gold, Gunmetal, Silver).
• Sewing Patterns (PDF & Paper) Digital PDF and printed paper sewing patterns including Binny Bolster, Mule Tote, Arch Clutch, and Snippy Pouch. Beginner-friendly designs with detailed instructions.
• A0 Pattern Printing Service In-house large-format pattern printing service at KATM HQ offering colour ($10.50/page) and black-and-white ($6.50/page) printing with scale guarantee.
• Mini Fabric ID Tape Adhesive masking tape roll (20m, 240 fill-in labels) for labelling fabric stashes with fibre content, prewash status, dimensions, and date information.
• KATM Cotton Webbing for Mule Tote High-quality canvas cotton webbing (38mm width, 2mm thickness) in 33 colour options, sold in 274cm (3 yard) increments for bag making and sewing projects.
• Label Glue Stick by KATM Water-soluble purple glue stick (12gm) designed for label positioning during sewing. Triangular shape for accuracy, vegan and non-toxic, dries clear, washes off in machine wash.
• Sewing-Themed Stationery & Accessories Sewing-themed HB pencils (regular and sweary versions), printed socks, enamel pins, and novelty items for sewists.
• Wall Art PDF Downloads Downloadable PDF wall art prints with sewing-themed sayings in various styles including sweary designs, motivational phrases, and humorous craft references.
• Mel Stringer x KATM Collaboration Labels Limited edition woven label collection featuring 12 polyester labels in two themed packs (Sew-In Love and Feeling Yourself) with comic book style illustrations by Filipino-Australian artist Mel Stringer.
• Claire Ritchie x KATM Full Bloom Collaboration Artist collaboration label collection featuring 14 polyester woven labels inspired by Brisbane artist Claire Ritchie's painted flowers and original artwork with messages of positivity and affirmations.
• Rachel Burke x KATM Wearable Art Collaboration Sparkly label collaboration featuring 19 polyester woven labels with vibrant designs by Brisbane multidisciplinary artist Rachel Burke, known for wearable artworks worn by celebrities.

Quantifiable outcome

• 55+ woven label products in catalog
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Tessuti FabricsminorGTM or Marketing Partner · 18 March 2026Fabric sponsor for Sewing Club Podcast Episode 22 (Tessuti Robe). Provides 20% discount code SEWINGCLUBPODCAST for Harley Fabric product line. Kylie used Harley Linen Tencel Blend fabric from Tessuti for the featured robe project.
• Mel StringercoreStrategic or Co-development PartnerFilipino-Australian visual artist collaboration producing limited edition woven label collections. Mel Stringer is known for comics, animations, illustrations and zines featuring plus-size babes. Second collaboration with KATM, creating 'Sew-In Love' and 'Feeling Yourself' label collections with 12 polyester woven labels featuring her signature style.
• Claire RitchiecoreStrategic or Co-development PartnerBrisbane-based Australian artist collaboration producing 'Full Bloom' label collection. Claire Ritchie creates multidisciplinary art with painted flowers and shapes expressing emotion and love. 14 polyester woven labels based on her original artwork including messages of encouragement and positivity.
• Rachel BurkecoreStrategic or Co-development PartnerBrisbane-based multidisciplinary artist, designer, and author collaboration for 'Wearable Art' label collection. Rachel Burke is known for vibrant tactile wearable artworks and tinsel creations worn by celebrities including Cate Blanchett, Harry Styles, Miley Cyrus, and Blue Ivy (Beyonce's daughter). 19 polyester woven labels with metallic threads.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dutch Label Shop: Online custom woven label specialist offering bespoke label design with low minimum order quantities. Directly competes with KATM's custom label service for indie fashion brands and makers.
• Wunderlabel: Custom and standard woven label manufacturer and retailer serving small fashion brands and home sewists. Most direct comparable for KATM's woven-label business, including custom label services and design-led positioning.
• Closet Core Patterns: Canadian sewing pattern brand offering detailed, modern wardrobe patterns with a strong content and tutorial library. Comparable pattern-plus-community model serving home sewists globally.
• Friday Pattern Company: Modern sewing pattern brand with strong community and inclusive sizing positioning. Direct comparable in digital pattern sales and content/community-led brand building for home sewists.
• Named Clothing: Finnish sewing pattern company selling PDF and paper patterns to home sewists globally. Comparable pattern-only business model with similar international DTC distribution.
• Tilly and the Buttons: UK-based sewing pattern brand with strong community focus, books, and kits for home sewists. Highly comparable business model combining patterns, notions, and content-driven community engagement.
• By Hand London: Independent sewing pattern company offering digital and printed patterns with a focus on stylish, accessible designs for home sewists. Comparable product category (patterns) and DTC e-commerce model.
• I AM Patterns: French sewing pattern brand with a curated catalog of patterns for home sewists. Comparable digital and paper pattern offering targeted at the same hobbyist demographic.

Broad incumbents

• Spotlight (Australia): Australia's largest specialty fabric and craft retail chain carrying sewing notions, patterns, fabric, and hardware. Broad incumbent with significant scale and retail footprint that competes for the same Australian sewist customer.
• Hemline: Established Australian sewing notions brand offering threads, zippers, scissors, and accessories through wholesale and retail. Broad incumbent in the same notions category but without KATM's design-led brand positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCWYIXS1gu2TgEH4tlO_95BQ
• Facebookfacebook.com/kylieandthemachine
• Instagraminstagram.com/kylieandthemachine
• Pinterestpinterest.com.au/kylieandthemachine/_saved
• LinkedInlinkedin.com/company/kylie-and-the-machine

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Kylie And The Machine