1. The business mainly operates in Germany and Europe, with a core focus on online sales of yarn, knitting tools, and related handicraft accessories. 2. In e-commerce, it is a specialist retailer in the vertical craft/knitting segment. Competitors include other online knitting supply stores and knitting categories on large general e-commerce platforms. 3. The official brand terms are "Lieblingsgarn" or "Lieblingsgarn.de".