Following the bankruptcy and subsequent closure of Joann’s stores, Michaels has significantly expanded its fabric offerings, now featuring fabric in almost 90% of its outlets. This expansion is part of a broader enhancement of their Knit & Sew Shop, which now extends to over 1,200 locations.
Expansion of Product Range and In-Store Events
Michaels has introduced over 1,600 new products across various categories including fabric, yarn, sewing, and needlecraft. As part of this expansion, the store chain has added more than 400 new fabric items catering to quilting, cosplay, and special occasions.
In celebration of National Sewing Month, Michaels is organising a range of activities including in-store events, community gatherings, product demonstrations, online classes, and free sewing experiences, seeking to engage enthusiasts and novices alike.
Strategic Moves Following Market Disruptions
The increase in Michaels’ fabric offerings is closely tied to their acquisition of Joann’s intellectual property and private labels following Joann’s filing for bankruptcy at the beginning of 2025. By autumn of the same year, Michaels introduced the Knit & Sew Shop concept, which is co-branded with both Michaels and Joann logos, further solidifying their market presence. Around the same period, Michaels launched The Party Shop, aimed at capitalising on gaps left by Party City’s bankruptcy in 2024.
In a statement at the ICR Conference in January, Michaels CEO David Boone highlighted the company’s strategic focus to capture market share in the wake of competitors exiting the market. Their commitment to enhancing the crafting experience is underscored by Chief Merchandising Officer Stacey Shively, who noted the company’s investment in making these crafts more accessible to all consumers.
New Concept Stores and Future Plans
Michaels has unveiled new store formats at three locations, featuring reimagined department layouts, new personalisation services, and a self-checkout option for rewards members. Additionally, new shop-in-shop experiences are being cultivated with brands like Big Twist and DMC Embroidery Threads. The craft retailer is poised to open additional concept stores later this year, continuing their innovation in retail operations.
Reporting based on coverage first published by retaildive.com.