stoff and stil
Stoff and Stil (Selfmade®) is a Denmark-based family-owned omnichannel specialty retailer selling fabrics, sewing patterns, yarn, haberdashery, and hobby craft supplies through 9 Danish stores and a localized e-commerce platform serving 14 European countries.
- Company typePrivate
- Founded-
- HeadquartersHerning, Denmark
- Headcount—
- GTM typeB2C
- OfferingServices
What stoff and stil does
Stoff and Stil, operating commercially as Selfmade® (formerly STOFF & STIL), is a Denmark-headquartered specialty retailer of fabrics, sewing patterns, yarn, haberdashery, and hobby craft supplies. Incorporated as Selfmade A/S and headquartered in Herning, the company is a family-owned business with over 40 years of operating history, running 9 large-format physical fabric stores across Denmark and a multilingual, multi-currency e-commerce platform (selfmade.com) serving 14 European countries — Denmark, Sweden, Norway, Finland, Germany, the United Kingdom, France, Italy, the Netherlands, Belgium, Austria, Luxembourg, Portugal, and Spain — supported by registered offices in London and Halstenbek, Germany.
The product portfolio is built around six core revenue streams: dress and upholstery fabrics sold by the metre (cotton, linen, silk, viscose, denim, jersey, velvet, satin, and specialty OEKO-TEX®-certified materials), paper and digital sewing patterns (including the Selfmade® house brand plus Burda, Puff and Pencil, and Fæbrik), yarn (the FRAYA house brand plus Dale Garn, Du Store Alpakka, and Lana Grossa), haberdashery and notions (Gütermann, Prym, YKK), hobby and craft supplies (embroidery, HAMA, Cricut, tufting, lamp-making, jewellery), and sewing machines/overlockers. The Sykits product line bundles fabric, pattern, and notions into all-in-one project kits, and the company supports its retail offering with an extensive library of free digital DIY content, the Garnberegner yarn-substitution tool, the Syvenner community on Facebook, and an ambassador programme.
The business model is omnichannel direct-to-consumer: unit-based pricing on fabric by the metre, individual patterns, and yarn per 50g skein; free-shipping thresholds by market (e.g., 499 DKK in Denmark, £35+ in the UK); and payment methods tailored per market (MobilePay, Dankort, Visa/Mastercard, PayPal). Distribution is supported by a network of regional logistics partners (PostNord, GLS, Bring, DAO, DHL). Customer segments are horizontal across hobby sewists, knitters and crocheters, broad hobbyists/makers, and home décor enthusiasts, served via owned physical retail, owned e-commerce, and curated third-party brand partnerships.
stoff and stil firmographics
Firmographics- Name
- stoff and stil
- Legal name
- Selfmade A/S
- Website
- https://stoffstil.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Stoff and Stil (Selfmade®) is a Denmark-based family-owned omnichannel specialty retailer selling fabrics, sewing patterns, yarn, haberdashery, and hobby craft supplies through 9 Danish stores and a localized e-commerce platform serving 14 European countries.
- Ownership category
- akta.pro rank
stoff and stil industry classification
Industry- Product category
- Craft and Fabric Retail
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)
- akta.pro primary industry
- Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)
- akta.pro secondary industries
- Yarn, Knitting & Crochet Supplies Retail (CRALACAF), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Quilting & Patchwork Shops (CRALADAB)
Keywords
Where stoff and stil is headquartered
LocationHeadquarters
- HQ city
- Herning
- HQ country
- Denmark
- HQ region
- Europe
Offices4 records
Markets served
stoff and stil business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Fabric and textile sales (by the metre): The primary revenue stream: selling dress fabrics, upholstery fabrics, and craft textiles by the metre through both physical stores and the e-commerce platform. Products include cotton, linen, silk, viscose, denim, jersey, velvet, satin, and specialty fabrics. Unit pricing is per metre.
- Sewing patterns and mønstre: Sale of paper and digital sewing patterns for women's, men's, children's, and baby clothing, accessories, and home décor. Patterns are sold per unit at fixed price points. Includes owned-brand (Selfmade®) and third-party branded patterns (Burda, Puff and Pencil, Fæbrik).
- Yarn sales: Sale of knitting and crochet yarn across multiple fibre types (alpaca, merino, mohair, cotton, acrylic, organic). Products include the house brand FRAYA and third-party brands (Dale Garn, Du Store Alpakka, Lana Grossa). Pricing per 50g skein or ball.
- Haberdashery and sewing accessories: Sale of sewing notions including thread, buttons, zips (including YKK), needles, scissors, pins, interfacing, ribbons, and trim. Includes third-party branded accessories (Gütermann, Prym).
- Hobby and craft supplies: Broader hobby product range including embroidery supplies, HAMA fuse beads, Cricut crafting tools, tufting supplies, lamp-making kits, painting and fabric dye products, jewellery making components, and felt/felting materials.
- Sewing machines and overlockers: Sale of sewing machines and overlock machines as a product category within haberdashery, along with associated accessories, presser feet, bobbins, and spare parts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-metre fabric pricing (Denmark) |
| Unit Pricing | Pay-as-you-go | Sewing patterns |
| Unit Pricing | Pay-as-you-go | Haberdashery and notions |
| Unit Pricing | Pay-as-you-go | Yarn per 50g skein |
| Unit Pricing | Pay-as-you-go | Free shipping threshold (Denmark) |
| Unit Pricing | Pay-as-you-go | UK market shipping |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
stoff and stil product offering
Product offeringCore offering
Stoff and Stil (Selfmade® / STOF & STIL) is a family-owned omnichannel retailer that sells fabrics by the metre, sewing patterns, yarn, haberdashery, hobby/craft supplies, and sewing machines to hobby sewists and craft enthusiasts. The company combines 9 physical retail stores in Denmark with a multilingual e-commerce platform serving 14 European countries, complemented by free downloadable sewing/knitting/crochet patterns, DIY guides, the Sykits (all-in-one sewing kits) concept, and the FRAYA house-brand yarn line.
Product overview
Selfmade®/STOF & STIL operates as a comprehensive omnichannel retailer for fabrics, sewing supplies, and craft materials. The core product portfolio consists of fabrics sold by the meter (metervarer), sewing patterns (mønstre), haberdashery (sytilbehør), yarn with the FRAYA sub-brand, hobby crafts, and sewing machines. The company differentiates through its Sykits (sewing kits) that bundle all materials for specific projects, combined with free DIY content including patterns and guides. With 9 physical stores in Denmark and pan-European e-commerce operations, the offering combines physical retail experience with online accessibility.
Differentiator
Problem solved
Functional benefit
Brands
- Sykits: All-in-one sewing kits that include fabric, patterns, and notions for complete sewing projects.
- FRAYA
Products and services
- Fabrics by the metre (Metervarer) Wide range of fabrics sold by the metre including cotton, linen, silk, viscose, denim, jersey, lace, satin, velvet, jacquard, chiffon, fleece, wool, felt, tulle, and specialty materials for clothing, home décor, patchwork, and craft projects. Includes OEKO-TEX® certified options.
- Sewing Patterns (Mønstre) Sewing patterns for women, men, children, and babies across various skill levels, including the own-brand Selfmade® line and third-party brands Burda, Puff and Pencil, and Fæbrik. Patterns cover garments, accessories, and home décor.
- Haberdashery and Sewing Accessories (Sytilbehør) Sewing notions including thread, buttons, zips (including YKK), needles, scissors, pins, interfacing, ribbons, elastic, measuring tools, and trim. Curated third-party brands include Gütermann, Prym, and YKK.
- Yarn (Garn) Knitting and crochet yarn sold per 50g skein across multiple fibre types including alpaca, merino wool, mohair, cotton, acrylic, and organic options. Includes the FRAYA house brand and third-party brands Dale Garn, Du Store Alpakka, and Lana Grossa.
- Hobby and Craft Supplies (Hobby) Broader craft supplies covering embroidery materials, HAMA fuse beads, Cricut crafting tools, macramé, tufting supplies, jewellery making components, paints and fabric dyes, felting materials, lamp-making kits, and DMC embroidery threads.
- Sewing Machines and Overlockers Sewing machines and overlock machines with associated accessories such as presser feet, bobbins, and spare parts, sold within the haberdashery category both in-store and online.
- Sykits (Sewing Kits) Curated all-in-one sewing kits that bundle the fabric, pattern, and notions required to complete a specific garment or home project, providing a simplified entry point for beginners and hobbyists.
- FRAYA Yarn Selfmade®'s house-brand yarn line spanning multiple yarn types and qualities (alpaca, merino wool, kid mohair, cotton), positioned as a premium yet accessible knitting and crochet yarn brand with associated free patterns.
Companies that use stoff and stil
Customer profileSegments4 records
Ideal customer profiles4 records
stoff and stil technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature4 records
stoff and stil partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- BurdaminorBurda is a major sewing pattern brand whose patterns are stocked and sold through Selfmade®'s retail stores and e-commerce platform. Selfmade® acts as a reseller of Burda's pattern catalogue, which includes patterns for women, men, children, and accessories.
- Gütermann ( affiliated brand)minorGütermann is a leading thread and haberdashery brand. Selfmade® stocks and sells Gütermann haberdashery products through its retail and e-commerce channels.
- PrymminorPrym is a recognised brand for haberdashery and sewing notions. Selfmade® distributes Prym products through its retail stores and e-commerce platform.
- YKKminorYKK is a global leader in zippers (zip fasteners). Selfmade® stocks YKK zippers and related zip accessories across its product range, available in-store and online.
- Puff and PencilminorPuff and Pencil is an independent sewing pattern brand. Selfmade® stocks and resells Puff and Pencil patterns through its retail and e-commerce channels, including patterns for women's garments such as the 'Slit pants' design.
- FæbrikminorFæbrik is an independent sewing pattern brand. Selfmade® stocks and resells Fæbrik patterns through its retail and e-commerce channels, offering patterns across a wide size range (XXS–XXXL).
- FRAYA (house brand)coreFRAYA is Selfmade®'s house brand yarn line. The company procures and packages yarn under the FRAYA label, positioning it as a premium yet accessible yarn brand. FRAYA patterns are also available for free download.
- Dale GarnminorDale Garn is a Norwegian yarn brand. Selfmade® stocks and resells Dale Garn yarn products through its retail and e-commerce channels.
- Du Store AlpakkaminorDu Store Alpakka is a yarn brand specialising in alpaca fibres. Selfmade® stocks and resells Du Store Alpakka yarn products through its retail and e-commerce channels.
- Lana GrossaminorLana Grossa is an Italian yarn brand known for premium quality. Selfmade® stocks and resells Lana Grossa yarn products through its retail and e-commerce channels.
- DMCminorDMC is a leading embroidery thread and craft materials brand. Selfmade® stocks DMC embroidery thread and related products within its hobby and embroidery category.
Scale indicators4 records
Recent moves1 record
Expansion highlights6 records
stoff and stil competitors and assessment
Company assessmentDirect peers
- Hobbycraft: UK's largest arts and crafts retailer operating physical stores plus a multi-category e-commerce platform selling fabrics, yarn, sewing, and hobby supplies. Highly comparable in omnichannel craft retail model, customer base, and product breadth to Selfmade®.
- Panduro Hobby: Leading Nordic craft and hobby retailer with both physical stores and a pan-Scandinavian e-commerce platform selling creative supplies, fabrics, yarn, and hobby materials. Most similar Northern European peer given shared geography, customer base, and multi-category craft focus.
- JOANN: Largest US specialty retailer of fabrics, sewing, and craft supplies with a national physical store footprint and e-commerce platform. Closely comparable in product mix, customer segments (hobby sewists and crafters), and multi-category assortment.
- Spotlight Stores: Leading Australian fabric and craft retailer with a large physical store footprint and dedicated e-commerce presence. Comparable in product mix (fabrics, patterns, yarn, notions), customer base, and category-led retail strategy.
- LoveCrafts: Online-first European craft retailer selling yarns, fabrics, and sewing patterns with a strong community-led model. Highly comparable in digital-first craft retail, community engagement strategy, and pan-European customer reach.
Broad incumbents
- Michaels Companies: North America's largest arts and crafts retailer with a much broader general-merchandise assortment, but with overlapping categories in fabric, yarn, sewing, and hobby supplies. Functions as a broader incumbent rather than a fabric/specialty peer.
- Etsy: Global online marketplace for handmade and craft goods including fabric, patterns, and yarn from independent sellers. Adjacent ecosystem player rather than a direct retailer, but competes for the same hobbyist customer wallet and discovery moments.
Emerging players
- We Are Knitters: Online knitting and craft brand selling yarn and curated DIY kits with strong content and community engagement. Comparable in brand-led, content-driven, kit-bundle approach but with a narrower yarn/knitting focus than Selfmade®.
- Knit Picks: US-based online yarn and knitting supplies retailer operating its own house brand across multiple fibre qualities. Comparable in online-first yarn vertical with proprietary brand positioning, but narrower than Selfmade®'s multi-category offering.
Others
- Cricut: US-based crafting tools and digital cutting machine brand whose products Selfmade® actively resells. Functions as a supplier/partner within the broader DIY ecosystem rather than a direct retail competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
stoff and stil social profiles
Digital presencestoff and stil compliance and trust
Trust signalCompliance1 record
stoff and stil financial estimates
Financial estimateRevenue estimate
Valuation estimate
stoff and stil leadership team
Management profileNumber of profiles
stoff and stil funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
stoff and stil M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about stoff and stil
What does stoff and stil do?
Stoff and Stil (Selfmade® / STOF & STIL) is a family-owned omnichannel retailer that sells fabrics by the metre, sewing patterns, yarn, haberdashery, hobby/craft supplies, and sewing machines to hobby sewists and craft enthusiasts. The company combines 9 physical retail stores in Denmark with a multilingual e-commerce platform serving 14 European countries, complemented by free downloadable sewing/knitting/crochet patterns, DIY guides, the Sykits (all-in-one sewing kits) concept, and the FRAYA house-brand yarn line.
Is stoff and stil a public or private company?
stoff and stil is a private company. It is classified as family owned and is currently operating.
When was stoff and stil founded?
stoff and stil was founded in -1.
Where is stoff and stil based?
stoff and stil is headquartered in Herning, Denmark, in the Europe region.
How does stoff and stil make money?
Six revenue lines are on record. Fabric and textile sales (by the metre) is the primary driver. The others are sewing patterns and mønstre, yarn sales, haberdashery and sewing accessories, hobby and craft supplies and sewing machines and overlockers.
Who are stoff and stil's main competitors?
Direct peers on record are Hobbycraft, Panduro Hobby, JOANN, Spotlight Stores and LoveCrafts. Broad incumbents are Michaels Companies and Etsy. Emerging players are We Are Knitters and Knit Picks. Cricut is listed as an others.
Does stoff and stil have an API?
No public API is recorded for stoff and stil.
What industry is stoff and stil in?
stoff and stil's product category is Craft and Fabric Retail. Its primary akta.pro industry code is CRALADAH, Pattern & Sewing Instruction Retail (Patterns, Books, Classes), with a secondary code of CRALACAF, Yarn, Knitting & Crochet Supplies Retail. Its NAICS code is 459130.