Brand profile · Germany
We Are Knitters Revenue, search volume and competitors 2026
AcquiredWe Are Knitters from Madrid sells knit and crochet kits, ships from Germany and was taken over in 2025 after insolvency.
Fact sheet
- Founded
- 2011
- Founders
- Pepita Marín, Alberto Bravo
- Headquarters
- Madrid
- Company
- We Are Knitters SL
- Employees
- 14 (2025, Insolvenzverfahren)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- Cabiedes & Partners, François Derbaix, Marcos Alves, Corpfin Capital, Viriditas Ventures (Yago Arbeloa), Bewater Funds
Background and milestones
The two Spaniards discovered knitting as a trend on a trip to New York and founded We Are Knitters in Madrid in 2011 after returning. They wanted to give knitting a new, fashionable image and offered a kit of yarn, needles and pattern for beginners.
- 2011
Website launch with six knit kits.
- 2017
Expansion into nine more countries, mainly Northern Europe.
- 2020
Revenue peak of 14.9m euros and 1.61m euros profit.
- 2021
Set up of a US subsidiary.
- 2025
Insolvency filing in May, sale of the business unit to Caracas Lab in June.
SWOT analysis of We Are Knitters
Editorial assessment based on the sources listed and the radar data.
Strengths
- The brand reached 14.9m euros revenue in 2020 and was internationally established.
- The German shop states it ships from Germany, shortening delivery times.
- The kit concept with yarn, needles and pattern lowers the entry barrier.
Weaknesses
- Losses of 791,000 and 860,000 euros arose in 2022 and 2023.
- The company had only 14 employees in 2025 and had to file for insolvency.
Opportunities
- The new owner Caracas Lab brings e-commerce experience and can reposition the brand.
- Crafting and DIY remain a lifestyle topic with recurring demand.
Threats
- Demand for knit kits declined after the pandemic peak.
- Competition from yarn retailers and marketplaces such as Amazon in a small niche.
What is behind the demand?
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Sources
Frequently asked questions about We Are Knitters
How much revenue does We Are Knitters make?
We Are Knitters generated around 14,9 million € (Gewinn 1,61 million €) in revenue in 2020 (partly documented). For 2023: k. A. (Verlust 860.000 €). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded We Are Knitters?
We Are Knitters was founded in 2011 by Pepita Marín and Alberto Bravo. The company is based in Madrid.
Was We Are Knitters on Die Höhle der Löwen?
No, We Are Knitters did not appear on the German TV show Die Höhle der Löwen.
Is We Are Knitters backed by venture capital?
Yes, We Are Knitters is backed by venture capital. Investors include Cabiedes & Partners, François Derbaix, Marcos Alves, Corpfin Capital, Viriditas Ventures (Yago Arbeloa) and Bewater Funds.
How much does We Are Knitters spend on marketing?
We Are Knitters does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less We Are Knitters has to pay for each visit.
How much revenue does We Are Knitters make through Google?
The model estimate combines brand searches and organic traffic of We Are Knitters with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know We Are Knitters) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of We Are Knitters be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of We Are Knitters after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for We Are Knitters.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.