Bothy Threads
- Company typePrivate
- Founded1993
- HeadquartersAspatria, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
Bothy Threads firmographics
Firmographics- Name
- Bothy Threads
- Legal name
- Bothy Threads Ltd
- Website
- https://bothythreads.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Ownership category
- akta.pro rank
Bothy Threads industry classification
Industry- Product category
- Needlework and Craft Kits
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Cross-Stitch & Counted Thread Shops (CRALADAF)
- akta.pro secondary industries
- Needlepoint & Embroidery Shops (CRALADAE), Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG)
Keywords
Where Bothy Threads is headquartered
LocationHeadquarters
- HQ city
- Aspatria
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Bothy Threads business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail e-commerce sales: Direct-to-consumer sales of cross stitch, tapestry, long stitch, embroidery kits, accessories, and gift vouchers through bothythreads.com. Customers can purchase in GBP, EUR, AUD, USD, or CAD.
- Wholesale / trade sales: Trade accounts for UK and international stockists to purchase kits and accessories at wholesale pricing for resale.
- Gift vouchers: Digital gift vouchers sold in denominations of £10 to £100, emailed to recipients within 1-2 working days and valid for one year from purchase.
- Bothy Bonus Points loyalty scheme: Retail loyalty programme awarding 10 points per £1 spent, with 500 points for new account sign-up. Points can be redeemed at 100 points per £1. Bothy Points are invalid on sale items, gift vouchers, or postage costs.
- Sew-cial Club subscription boxes: Subscription-style curated craft boxes featuring seasonal designs, themed collections, and exclusive kit contents delivered to subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Vouchers from £10 to £100 |
| Transaction based/ take rate | Pay-as-you-go | Bothy Bonus Points loyalty programme |
| Unit Pricing | Pay-as-you-go | Standard retail pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Bothy Threads product offering
Product offeringCore offering
Bothy Threads designs and manufactures needlework craft kits (cross stitch, long stitch, tapestry, and embroidery) using artwork licensed from over 50 independent artists. Each kit is a complete package containing fabric, threads, needles, chart patterns, and instructions. The company also sells stitching accessories (Aida fabric, evenweave, linen, hoops, frames, scissors), PDF pattern downloads, and a Sew-cial Club subscription box programme.
Product overview
Bothy Threads is a UK-based manufacturer and retailer of needlework kits and accessories, founded in 1993. The company offers a portfolio of cross stitch, long stitch, tapestry, and embroidery kits featuring designs from over 50 artists, with over 900 individual designs. The core product line includes Cross Stitch Kits, Long Stitch Kits, Tapestry Kits, Embroidery Kits, Downloads, Sew-cial Club Boxes subscription boxes, and Books. The company also sells accessories including Aida fabric (6CT-18CT), Evenweave, Linen, embroidery hoops, frames, needles, and scissors. Bothy Threads operates sub-brands including Derwentwater Designs (acquired 2017, classic countryside designs) and Wrendale Designs (wildlife illustrations), along with licensed collections for Wallace & Gromit, Gorjuss, ZSL London Zoo, Brambly Hedge, and Morris & Co. The company also offers a Gift Vouchers product and a Bothy Bonus Points loyalty program.
Differentiator
Problem solved
Functional benefit
Brands
- Derwentwater Designs: Classic English countryside inspired stitching designs acquired in September 2017 from Sid and Rose Swalwell. Bothy Threads continues to produce Derwentwater Designs kits and creates new designs in their traditional style with help from Sid and Rose's daughter Sarah.
Products and services
- Cross Stitch Kits Counted cross stitch kits featuring designs from over 50 artists across animals, landscapes, seasonal themes, and licensed characters. Each kit includes fabric, threads, needles, and chart patterns needed to complete the project.
- Long Stitch Kits Long stitch kits featuring simplified stitching with fewer stitches per design compared to cross stitch. Available across countryside, seaside, gardens, and seasonal themes with all materials included.
- Tapestry Kits Tapestry (needlepoint) kits worked on canvas with wool threads, featuring designs from artists including Hannah Dale (Wrendale Designs), Eleanor Teasdale, and LS Lowry, covering wildlife, countryside, and heritage themes.
- Embroidery Kits Surface embroidery kits featuring various stitching techniques with designs from artists such as Ally Gore, Kathy Pilcher, and Lee Foster Wilson, including all materials and instructions for completion.
- PDF Pattern Downloads Digital PDF downloads including charts for discontinued designs, alphabet kits, and downloadable cross stitch patterns from various artists, purchased and delivered electronically.
- Sew-cial Club Subscription Boxes Recurring curated stitching subscription boxes featuring exclusive designs, coordinating threads, fabrics, and crafting accessories. Includes themed collections such as Gorjuss Collections and Furry Friends.
- Stitching Books Books featuring stitching patterns and designs, including collections from Wrendale Designs and Bothy Threads branded publications.
- Stitching Accessories and Fabrics Embroidery supplies including Aida fabric (various counts from 6CT to 18CT), Evenweave (Hardanger, Lugana, Linda, Brittney), Linen (Belfast, Cashel), embroidery hoops, frames, needles, scissors, needle minders, and tapestry backing kits.
- Gift Vouchers Digital gift vouchers available in denominations from £10 to £100 (in £10, £15, £20, £25, £30, £35, £40, £45, £50, and £100 tiers), emailed to recipients within 1-2 working days and redeemable only on bothythreads.com. Valid for one year from purchase.
Companies that use Bothy Threads
Customer profileSegments2 records
Ideal customer profiles2 records
Bothy Threads technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Bothy Threads partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Derwentwater DesignscoreIn September 2017, Bothy Threads acquired and took over Derwentwater Designs, another stitching company owned for 20 years by Sid and Rose Swalwell. The acquisition included a range of classic English countryside inspired designs. Bothy Threads continues to produce Derwentwater Designs kits and creates new designs in the traditional style with Rose Swalwell's daughter Sarah.
- Artis GmbH (Germany)coreArtis GmbH is Bothy Threads' appointed distributor for Germany, handling the distribution of Bothy Threads kits to German retailers and stockists. Located at Küppersteger Str. 15-17, Leverkusen, Germany.
- Yuki Limited (Japan)coreYuki Limited distributes Bothy Threads products throughout Japan, enabling access to the Japanese market for craft retailers and consumers.
- The Stitch Company (Netherlands)coreThe Stitch Company is Bothy Threads' distributor for the Netherlands, located at Nieuwstraat 6, 4264 RE Veen, The Netherlands.
- Angela B. by Scananco (Scandinavia)coreAngela B. by Scananco handles Bothy Threads distribution across Scandinavia, based at Oestervej 4, Tversted, 9881 Bindslev, Denmark.
- Charivna Mit (Ukraine)minorCharivna Mit is Bothy Threads' distributor for Ukraine, located at Girshmana 14 St, Kharkiv, 61001, Ukraine.
- Wichelt Imports, Inc. (USA)coreWichelt Imports is Bothy Threads' distributor for the United States, located at N162 State Hwy 35, Stoddard, WI 54658, USA.
- StripecoreStripe is Bothy Threads' primary payment processing partner, handling secure credit and debit card transactions through encrypted SSL. Card details are never stored on Bothy Threads' servers. Stripe provides PCI-compliant payment processing for the e-commerce checkout.
- Wallace & GromitcoreBothy Threads holds a licensing agreement to produce cross stitch and tapestry kits featuring Wallace & Gromit characters, a brand owned by Aardman Animations. The Wallace & Gromit Special 2026 collection is among featured seasonal offerings.
- ZSL - Zoological Society of LondoncoreBothy Threads produces kits under license from ZSL (Zoological Society of London), featuring animal artwork from ZSL's archives. ZSL has one of the largest collections of original animal artworks in the UK and operates London Zoo and Whipsnade Zoo.
- Gorjuss (Santoro)coreBothy Threads produces Gorjuss-themed kits and Sew-cial Club subscription boxes under license from Santoro. The Gorjuss Collection 2025 and seasonal Gorjuss designs are featured products in the Bothy Threads range.
- Brambly HedgeminorBothy Threads produces Brambly Hedge-themed cross stitch kits. Brambly Hedge is a beloved children's book series by Jill Barklem featuring illustrated mice characters living in hedgehog burrows.
- Morris & Co.minorBothy Threads produces kits featuring Morris & Co. heritage textile designs inspired by William Morris and the Arts & Crafts movement. Morris & Co. is one of the world's leading luxury brands for wallpapers and fabrics.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
Bothy Threads competitors and assessment
Company assessmentDirect peers
- DMC: DMC is a long-established needlework brand selling embroidery threads, cross-stitch supplies, and kits to hobbyists. Its product mix and retail distribution closely overlap Bothy Threads' complete-kit and accessory offer.
- Anchor: Anchor sells embroidery and cross-stitch threads, needles, patterns, and kits through craft retail channels. It is a direct product and customer-base peer to Bothy Threads, although Anchor is broader and more supply-led.
- Dimensions Crafts: Dimensions Crafts produces counted cross-stitch, needlepoint, and other decorative needlework kits for hobbyists. It competes for the same project-oriented stitching customers and price points as Bothy Threads.
- Vervaco: Vervaco designs and sells cross-stitch, embroidery, and related needlework kits and charts. Its artist-led design catalog and direct retail model are closely comparable to Bothy Threads.
- Permin: Permin supplies cross-stitch, embroidery, tapestry, and needlework patterns and kits, often through independent craft retailers. It is a direct peer in core kit categories and the target hobbyist audience.
- Heritage Crafts: Heritage Crafts specializes in counted cross-stitch charts and kits, including artist and licensed designs. It competes for dedicated stitching hobbyists with a similar complete-kit proposition.
- Herrschners: Herrschners is an online needlework and craft retailer carrying cross-stitch kits, fabrics, threads, and accessories. Its product assortment and direct-to-consumer channel closely overlap Bothy Threads' accessory-led offering.
- The Stitching Shed: The Stitching Shed is a specialist online needlework retailer offering kits, fabrics, threads, and accessories to stitchers. It is a direct channel and assortment peer, although it is more retail-led than Bothy Threads.
Broad incumbents
- LoveCrafts: LoveCrafts operates a broad online craft marketplace and retail business spanning needlework, knitting, sewing, and other hobbies. It overlaps with Bothy Threads' digital audience and kit and supply demand, but serves a much wider category set.
- Hobbycraft: Hobbycraft is a large UK craft retailer with physical and online stores selling kits, fabrics, threads, patterns, and accessories. It competes for the same discretionary craft spend and provides a scaled channel benchmark for Bothy Threads.
Market position
Strengths5 records
Weaknesses6 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bothy Threads social profiles
Digital presenceBothy Threads financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bothy Threads leadership team
Management profileNumber of profiles
Profiles4 records
Bothy Threads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bothy Threads 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 Bothy Threads
What does Bothy Threads do?
Bothy Threads designs and manufactures needlework craft kits (cross stitch, long stitch, tapestry, and embroidery) using artwork licensed from over 50 independent artists. Each kit is a complete package containing fabric, threads, needles, chart patterns, and instructions. The company also sells stitching accessories (Aida fabric, evenweave, linen, hoops, frames, scissors), PDF pattern downloads, and a Sew-cial Club subscription box programme.
Is Bothy Threads a public or private company?
Bothy Threads is a private company. It is classified as family owned and is currently operating.
When was Bothy Threads founded?
Bothy Threads was founded in 1993.
Where is Bothy Threads based?
Bothy Threads is headquartered in Aspatria, United Kingdom, in the Europe region.
How does Bothy Threads make money?
Five revenue lines are on record. Retail e-commerce sales are the primary driver. The others are wholesale / trade sales, gift vouchers, bothy Bonus Points loyalty scheme and sew-cial Club subscription boxes.
Who are Bothy Threads's main competitors?
Direct peers on record are DMC, Anchor, Dimensions Crafts, Vervaco, Permin, Heritage Crafts, Herrschners and The Stitching Shed. Broad incumbents are LoveCrafts and Hobbycraft.
Does Bothy Threads have an API?
No public API is recorded for Bothy Threads.
What industry is Bothy Threads in?
Bothy Threads's product category is Needlework and Craft Kits. Its primary akta.pro industry code is CRALADAF, Cross-Stitch & Counted Thread Shops, with a secondary code of CRALADAE, Needlepoint & Embroidery Shops. Its NAICS code is 459130 and its SIC code is 2300.