Lion Brand

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This article is about the American yarn company. For the British stationery brand, see John Dickinson Stationery.
Lion Brand Yarns
Headquarters Carlstadt, New Jersey, USA
Key people
David Blumenthal
Products Yarn

Founded in 1878, Lion Brand Yarn Company is the oldest producer of knitting and craft yarn in the United States.[1] The company has a storefront in Manhattan, publishes several knitting and crochet newsletters, and is involved in charitable works.[2]


Lion Brand Yarns have been on the market since 1878. Current President/CEO David Blumenthal's great-grandfather Reuben founded this 5th generation, family-owned company.

Company was founded in 1878 by a group of notions and dry goods salesmen that included current CEO David Blumenthal’s great-grandfather, Reuben. [3] During the 1930s under the leadership of Reuben, Lion Brand imported yarns from Europe, supplementing production rather than manufacturing yarns in the U.S. This was considered to be an unusual business strategy at the time. The company currently produces yarn in the U.S. and all over the world.

Joseph Blumenthal, Rueben’s son-in-law, had three sons who ran the company from the 1940s through the early 1990s. Isidor Blumenthal (b1909, d 2003) served as president of the company from 1958 to his death in 2003. George Blumenthal was in charge of sales and started selling to major discount chains, including Target, in 1962. Bernard Blumenthal ran logistics and distribution.

The fourth generation consisted of Isidor’s son, David, currently President and CEO, who began working for Lion Brand on October 1, 1969, and his first cousins, Dean (COO/EVP) who opened the Wal Mart account in 1983, Jack, Senior VP, who travels as an ambassador, speaking to groups around the country about the business, and oversees sales. and Alan, Senior VP who is involved in logistics and distribution. Several fifth generation Blumenthals work at Lion Brand as well, Adam - Director of Corporate Strategy, Shira - Studio Associate, Evan - Director Global Business Development and David, who joined the family business in 2014.[4]

The company is privately held and has estimated sales of $100 million per year.[5]

Vanna White[edit]

In 1992 Johnny Carson interviewed Vanna White on The Tonight Show where she disclosed that her favorite hobby was crocheting.[6] David Blumenthal's cousin, Jack heard the interview on TV, which resulted in David sending White a package of Lion Brand Yarn. White then began working as a spokesperson for Lion Brand which continues today.[2] Lion Brand carries a variety of yarn called "Vanna's Choice".[7] Additional yarns to White's line include "Vanna's Glamour", "Vanna's Sequins" and "Vanna's Choice Baby." A portion of the proceeds from sales of these yarns are donated to St. Jude Children's Research Hospital.[2] On the June 10, 2013 broadcast of Wheel of Fortune (U.S. game show) the program showcased White presenting a check along with David and Dean Blumenthal on behalf of Lion Brand in the amount of $1,000,000.00 to St. Jude's. Game show host, Pat Sajak noted that St. Jude's life saving mission is a "great cause" and a "great charity."[8]

Ernst & Young Entrepreneur Of The Year Award[edit]

In June 2013, it was announced that Lion Brand Yarn’s President/CEO, David Blumenthal and EVP/COO, Dean Blumenthal were awarded Ernst & Young Entrepreneur Of The Year Award for their entrepreneurial excellence in the ‘Family Business’ category.[9]


Lion Brand has published several books featuring patterns using their yarn. Lion Brand Yarn: Vintage Styles for Today[10] has dozens of patterns that are Vintage in flair, which have been adapted from original patterns from the Lion Brand archives. The patterns have also been updated to feature many types of yarn produced by Lion Brand today. Lion Brand has partnered with several publishers to provide patterns using their products. Some of these include: Knit.1 Magazine published by Vogue Knitting, Clarkson Potter which is part of Crown Publishing Group, Leisure Arts and Random House.


Lion Brand's official website is the one of the most visited yarn information websites and has over 5,000 free knitting, crochet and craft patterns. Its weekly e-newsletter, The Weekly Stitch, has over 1 million subscribers.[11]

Additionally, Lion Brand has a strong digital presence through its daily activity on social media platforms such as Twitter, Pinterest and Facebook.

In 2006, Lion Brand won a Webby Award in the Corporate Communications category[12] and its podcast, titled "YarnCraft," has won several awards including PR News' best podcast/videocast award in 2008.[13]

Free Patterns[edit]

Lion Brand offers over 5,000 free knitting, crochet and craft patterns.


Popular varieties of Lion Brand yarns
Beanie made from Lion Brand yarns

Lion Brand Yarn Company offers a variety of yarns, from 100% natural fibers including cotton, cashmere, alpaca and wool to blends and 100% acrylics in a variety of weights. Some of their most popular yarns are Homespun, Fun Fur, Vanna's Choice, and Wool-Ease.[14] The company came out with organic cotton yarn in 2007.[15]

Lion Brand Yarn Studio[edit]

The Lion Brand Yarn Studio is a retail store located in Manhattan, which opened in 2008. The Studio sells yarn and provides knitting and crochet classes.[5] The Studio also offers custom knitting and crochet services. Since the Studio opened, they have taught over 12,000 students.

Lion Brand Yarn Outlet[edit]

The Lion Brand Yarn Outlet is a retail outlet store located in Carlstadt, New Jersey, which opened in 2011. The Outlet sells discontinued yarns and provides a lounge for customers to knit & crochet.[16]


  1. ^ Lawrence Keane, Loretta; Cheri Fein (April 2009). "FIT Dedicates Room to Isidor Blumenthal of the Lion Brand Yard (sic) Company". Fashion Institute of Technology, New York. 
  2. ^ a b c Giasone, Barbara; C (February 12, 2010). "Vanna White brings her yarns to fashion runway". The Orange County Register, New York. 
  3. ^ Hanft, Adam (February 1, 2005). "Extended Interview with David Blumenthal". Inc., New York. 
  4. ^ Big Apple Knitter's Guild (February 2013). "Lion Brand Trunk Show". Big Apple Knitter's Guild, New York. Retrieved June 8, 2013. 
  5. ^ a b Collins, Glenn (November 17, 2008). "Knitting Through the Downturn". New York Times. Retrieved June 10, 2013. 
  6. ^ Applegate, Jane (November 20, 1994). "Big names can help small businesses". The Register-Guard. Eugene, Oregon. Retrieved June 8, 2013. 
  7. ^ Hanft, Adam (February 1, 2005). "How I Did It: David Blumenthal". Inc., New York. 
  8. ^ "Wheel of Fortune". June 10, 2013. 26 minutes in. ABC Television. KGO-TV.  Missing or empty |series= (help)
  9. ^ "Lion Brand® Yarn Leaders David Blumenthal and Dean Blumenthal Recipients of Ernst & Young Entrepreneur Of The Year® 2013 Award in New Jersey". PR Web. 2013-06-25. Retrieved 2013-12-06. 
  10. ^ Thomas, Nancy J. (2006). Lion Brand Yarn: Vintage Styles for Today. New York: Potter Craft. p. 192. ISBN 1-4000-8061-4. 
  11. ^ "About Us: Lion Brand Yarn Company". 2009-11-13. Retrieved 2012-09-25. 
  12. ^ "Winners Webby Awards". Webby Awards. 2006-01-01. Retrieved 2013-12-09. 
  13. ^ "YarnCraft, the Lion Brand Podcast, Wins Award". 2008-10-12. Retrieved 2013-12-09. 
  14. ^ "Our Yarns: Yarn for hand knitting and crochet - wool yarn, mohair yarn, silk yarn, cotton yarn, easy-care synthetic yarn and more! Lion Brand Yarn". 2009-11-13. Retrieved 2012-09-25. 
  15. ^ Hollingsworth, Catherine (December 11, 2007), "Natural and organic yarns healthful -- and make lovely garments too", Anchorage Daily News, AK, pp. E4 
  16. ^ "About Us". 2011-11-13. Retrieved 2013-12-06. 

External links[edit]