Stoff & Stil: Behind the Scenes

My fabric haul from my recent visit to Stoff & Stil's Danish headquarters arrived last week (not a day too soon), so I thought I'd use this as an opportunity to tell you a bit more about the trip. As you know, myself and a number of other bloggers were invited over at the end of January to get to know the company and the people behind it.

Although our flights, food and accommodation were paid for, they asked for nothing specific in return, yet were the most welcoming, generous and thoughtful hosts you could ever ask for. Of course they were hoping we'd like what we saw and would spread the word, but their laid-back approach ensured no pressure was applied.

Personally, and I actually think I speak for everyone who went, I loved what I saw and my reasons for promoting Stoff & Stil are purely selfish. If they get enough interest in their newish UK website, then they may consider opening a bricks and mortar shop in the UK, which you'll see from below is nothing short of a crafty stitcher's heaven! 


First, let's talk fabric! We were given a generous voucher to spend in-store, which I then topped up with my own money because I wanted ALL the fabric. I'm on a serious knit binge at the moment and their selection is fabulous, so all the fabric you see above is knits. Also pictured are the tools and notions they gifted us, including the cutest cactus pin-cushion 'plant'.

In addition I picked up a couple of their patterns to try out. I'm intrigued as they come in single sizes and are pre-cut on an interfacing-type fabric which you can sew up as a toile. It's a great concept, but I'm unsure of how this will work for people like me whose proportions usually mean grading between three different sizes. In this case I've gone with the size corresponding to my largest measurement as I figure it's easier to take the pattern pieces in if necessary...we'll see!

Don't forget that if you're in the UK you can get 15% off your entire Stoff & Stil order by midnight on Wednesday (15 February) - just us the voucher code stitchodysseyxstoffstil


Back to the trip! We were in Herning, Denmark less that 48-hours, but the preparation and thought that went into every aspect was truly overwhelming - from the warmest of welcomes at the airport to personalised gifts and place-settings everywhere we went. 

Our hotel oozed Scandinavian style and we were greeted with handmade bath robes, bubbly and a sweet treat in our rooms. We dined with the CEO in a private area of a seriously excellent Japanese restaurant and only on the next morning did we get to see the exciting agenda for the day.


With just an hour before its opening to explore the Stoff & Stil flagship store, I don't think it's an exaggeration to say we were like kids in a candy store...times 10! Honestly, what a treat it was! I've never seen anything on this scale and of this quality in the UK. Sure, I've been to big places like Barry's Fabric Superstore in Birmingham, but it just doesn't compare.

Stoff & Still is like a high-end department store catering to all crafty and stitchy needs. It's clean, bright, spacious, orderly and everything is carefully thought out and beautifully displayed. Their selection of fabrics, notions, yarn and so on is off the scale and there is inspiration everywhere you look.

I was particularly impressed by the clothes rack displaying a selection of their patterns sewn-up. It's sometimes hard to visualise how a garment will look despite good artwork and line-drawings, so this is such a great idea. I also love how their patterns are displayed like records and how they have examples throughout the store of how their products can be used. Mannequins entice you with ideas for fabric and pattern combinations, while their made-up kits tempt you into crafts you'd never considered before. All very appealing and all very clever.  


Their headquarters - made up of a factory, warehouse and offices - was another brilliant space full of light, squeaky clean and with endless countryside views. It's there that we found out about the company's humble beginnings as a market stall in the 1980s and their admirable integrity when it comes to customer service. 

For example, they only sell to countries in which they have a dedicated website or brick and mortar stores (currently Denmark, Germany, Sweden, Norway and the UK) so that they can provide the best customer experience possible in the given country's native language. 

We also found out about the highly-anticipated catalogue they produce three times a year, which is more like a print version of Pinterest or a high-end look-book. It's not usually something that would interest me at all, but theirs is such a stylish offering filled with the loveliest ideas from home-sewing and kidswear to knitting and jewellery-making. And best of all, you can buy and make absolutely everything you see in the catalogue. Sadly, it's not yet available to UK customers, but Portia has shared a few sneaky peeks on YouTube.

After a fascinating behind-the-scenes tour of all their processes from pattern cutting and print designing to fabric washing and packaging, we got to play! We were given samples of every single fabric in the new Spring/Summer collection and got to create our very own mood boards. So I can personally attest to the great quality...hehe!

Phew! That's one long post! Anyway, go grab yourself a bargain with my discount voucher and if you like what's on offer please do spread the word...there's a heavenly bricks and mortar store at stake here!


  1. I could spend a two week holiday in that shops - it looks fab.
    I love the metallic fabric at the top - can't see on their uk website though. I am picturing a comfy yet glam frock. Will have a check every now and again.

  2. I loved all your posts on Instagram and now these recaps on each blog about their shop and fabrics you got! I am sorry though they do not deliver outside countries they work in, since I live in Croatia and have no access to their products here. But if they open a shop in UK, once I go back to London for holiday I will go bankrupt in there.

  3. Wow, what an incredibly fun thing to do. The warehouse looks like my idea of heaven. I also love the metallic fabric at the top. That cactus pincushion is a delight. Xx

  4. Ack! The fabric! The Scandi style! The VIP treatment! But, probably most fun, the quality time with other sewists! SO JEALOUS! Thanks for sharing your experience, Marie.

    The Stoff & Stil patterns sound interesting - being pre-cut and printed on interfacing. Maybe they expect that people will buy a bigger size and alter down? How do you think you will handle it?