Hardicraft

What Hardicraft does

Hardicraft, a trademark of Dutch private limited company Hardick B.V., designs and wholesales do-it-yourself crochet and knitting kits and craft accessories for hobby retailers. Founded in 2014 and headquartered in Hengelo, Netherlands, the company operates a B2B-only model: ordering is restricted to businesses registered with a Chamber of Commerce and holding a VAT identification number, accessed through a dedicated B2B webshop. End consumers receive Hardicraft products indirectly via a network of resellers, web shops, and physical stores across the Netherlands, Belgium, Germany, Switzerland, the UK, France, Spain, Denmark, Italy, the United States, and Canada.

The core product portfolio consists of all-in-one crochet and knitting kits, each containing yarn, hooks or needles, stuffing, safety eyes, and multilingual step-by-step instructions with photographs (Dutch, English, German, French). The assortment is organized under the Hardicraft main brand, the Sam & Julia character sub-brand, and the Hardicraft Mini's sub-brand of small decorative figurines, and is grouped into themed collections (Christmas, Baby, Vehicles, Lifestyle, Spring, Sea Animals, Jurassic) plus curated designer collections such as Christels Bestsellers. The company also sells standalone haberdashery supplies and runs a free pattern-correction service as a customer support offering.

Hardicraft generates revenue through one-time wholesale unit sales without subscription components. Pricing is tiered by destination with free shipping thresholds (€200 in the Netherlands, €500 in EU countries, €750 in non-EU Europe) and no minimum order quantities, with standard orders shipping within three business days. Marketing is channel-partner-driven, supplemented by annual participation in major craft trade fairs (Creative World Frankfurt, H&H Cologne, H&H Americas Chicago, and Maison & Objet Paris from 2026), a multilingual blog, and YouTube tutorials. The company is privately held with no disclosed funding rounds; leadership comprises CEO Marijke Boone and Marketing Manager Ichelle Rustad Hauger.

Name

Hardicraft

Legal name

Hardick B.V.

Website

https://hardicraft.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Hardicraft, a Dutch B2B wholesaler (trademark of Hardick B.V., Hengelo), designs and sells complete do-it-yourself crochet and knitting kits to hobby retailers across Europe and North America. Products include all-in-one kits, amigurumi, and themed collections under the Sam & Julia and Hardicraft Mini's sub-brands.

Ownership category

akta.pro rank

Product category

DIY Craft Kits

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Dolls & Stuffed Toys (3942)

akta.pro primary industry

DIY Craft Kits & Project Kits Retail (CRALACAH)

akta.pro secondary industry

Yarn, Knitting & Crochet Supplies Retail (CRALACAF)

Keywords

• DIY crochet kits
• Knitting kits wholesale
• Amigurumi craft supplies
• Hobby craft accessories
• Yarn crafting kits

Headquarters

HQ city

Hengelo

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. DIY Crochet and Knitting Kits: Sale of complete do-it-yourself kits containing yarn, instructions, and accessories for crochet and knitting projects. Products include crochet kits, knitting kits, amigurumi, Sam & Julia characters, and haberdashery items. One-time purchase model with no subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels4 records

Core offering

Hardicraft designs, manufactures, and wholesales complete DIY crochet and knitting kits to hobby retailers and craft resellers. Each kit contains yarn, hooks or needles, stuffing, safety eyes, and multilingual step-by-step instructions (Dutch, English, German, French), sold B2B through the company's webshop to businesses registered with a Chamber of Commerce and holding a VAT number. The portfolio spans the Hardicraft main brand, the Sam & Julia character sub-brand, Hardicraft Mini's small-figure sub-brand, and themed collections including Christmas, Baby, Vehicles, Spring, Sea Animals, Jurassic, and Christels Bestsellers.

Product overview

Hardicraft is a Dutch craft company (trademark of Hardick B.V.) specializing in DIY crochet and knitting kits. The core product portfolio consists of Crochet Kits and Knitting Kits sold under the Hardicraft main brand, complemented by the Sam & Julia sub-brand for character-based amigurumi and the Hardicraft Mini's sub-brand for small decorative figures (7-12 cm). Products are organized into themed collections including Baby, Christmas, Vehicles, Lifestyle, Spring (Easter), Sea Animals, and Jurassic, with Christels Bestsellers featuring popular designer patterns. Each kit is an all-in-one package containing yarn/wol, needles/hooks, stuffing, accessories (safety eyes), and multilingual instructions (Dutch, English, German, French). The Haberdashery category offers standalone craft supplies. The company operates B2B-only, selling to registered businesses through their webshop while maintaining a network of retail points of sale and online distributors across Europe and North America.

Differentiator

Problem solved

Functional benefit

Brands

• Sam & Julia: A collection/product line featuring Sam & Julia characters, available as crochet and knitting kits.

Products and services

• Crochet Kits

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

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• BoettcherminorChannel Partner/ Reseller/ DistributorSwiss distributor of Hardicraft products through Boettcher's retail locations in Switzerland.
• iHobbyminorChannel Partner/ Reseller/ DistributorDutch web shop offering Hardicraft products to Dutch customers.
• Jimmy Beans WoolminorChannel Partner/ Reseller/ DistributorNorth American web shop offering Hardicraft kits to customers in the USA and Canada.
• DeSerresminorChannel Partner/ Reseller/ DistributorCanadian art and craft supplies retailer offering Hardicraft products.
• Creative World (Messe Frankfurt)coreStrategic or Co-development PartnerAnnual participation in Creative World trade fair in Frankfurt, Germany - leading international trade fair for the creative industry. Platform to showcase products, gain inspiration, and connect with industry professionals.
• H&H ColognecoreStrategic or Co-development PartnerAnnual participation in H&H Cologne international trade fair for the creative industry. Platform to showcase latest collections, meet clients, and forge new partnerships.
• H&H AmericascoreStrategic or Co-development PartnerAnnual participation in H&H Americas trade fair in Chicago. Platform to showcase products to North American market, meet clients, and develop new partnerships.
• Maison & ObjetcoreStrategic or Co-development PartnerFirst-time participation at Maison & Objet in Paris (September 2026), the leading international trade fair for home decoration, design, and lifestyle innovation. Hardicraft will present in the Gift&Play section showcasing their artisanal crafted products.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rico Design: German craft supplier designing and wholesaling crochet and knitting kits, yarns and patterns across Europe. Direct overlap with Hardicraft's kit products and Central European B2B distribution.
• Stitch & Story: UK-based DTC and wholesale seller of beginner-friendly DIY knit and crochet kits with step-by-step video instructions. Closely matches Hardicraft's kit format, beginner positioning, and European retail footprint.
• Hobbii: Danish online yarn and craft kit retailer/wholesaler with own-brand kits and broad European distribution. Competes with Hardicraft on B2B wholesale and end-consumer crochet/knitting kit assortment.
• Wool and the Gang: London-based DIY knit kit company offering curated yarn kits with patterns and tutorials. Directly comparable business model (all-in-one kits, beginner-friendly patterns) and overlapping retail channels in Europe.
• We Are Knitters: Madrid-headquartered DIY knit and crochet kit brand selling all-in-one kits (yarn, needles, patterns) globally. Competes head-to-head with Hardicraft in the amigurumi/kit category, with similar wholesale-to-retail distribution.
• Scheepjes: Dutch yarn brand with free patterns, DIY kits and a strong European retail presence. Comparable product mix (yarns + amigurumi patterns) and Dutch/European B2B distribution overlap with Hardicraft.

Broad incumbents

• DMC: Historic French thread, yarn and craft brand with broad DIY kit and pattern offerings across global retailers. Overlaps with Hardicraft in the B2B craft kit category but as part of a much larger portfolio.
• LoveCrafts: UK-based online craft supplies marketplace selling yarn, kits and patterns from multiple brands including its own. Competes with Hardicraft's reseller network for end-consumer craft spend, especially in Europe.
• Lion Brand Yarn: Large US yarn manufacturer with DIY knit/crochet kits and patterns sold through major craft retailers and online. Comparable kit format and US wholesale footprint, but at much larger scale than Hardicraft.

Emerging players

• Lang Yarns: Swiss yarn manufacturer offering DIY knit and crochet kits and patterns to European retailers. Comparable kit/pattern business model, but with stronger emphasis on yarn manufacturing than Hardicraft.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@hardicraft9200
• LinkedInlinkedin.com/company/hardicraft

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hardicraft