Michaels Adds In-Store Experiences

Michaels (Irving, Texas) has taken the wraps off two new in-store experiences: The Knit & Sew Shop and expanded Party Shops. Slated to appear in all the chain’s stores in North America, the concepts feature wide assortments and enhanced services across fabric, yarn and sewing, and party supplies and balloons, respectively.

“The launch of The Knit & Sew Shop and The Party Shop at Michaels is a transformative step forward on our mission to become the go-to destination for fueling creativity and celebration,” said CEO David Boone. “We are proud to offer an unmatched experience for creating and celebrating through our expansive product assortments, enhanced services, lower price points, and seamless in-store and online shopping options.”

Here’s a bit more about each new experience:

* Building on Michaels’ purchase of Joann’s intellectual property after that chain went bankrupt and closed its stores earlier this year, The Knit & Sew Shop is a dual-branded experience featuring both retailers’ logos, and offering threads, sewing notions and yarn, with fabric also available in most stores. The spaces also sell sewing machines from Singer and Brother, sewing notions and beginner needle-crafting kits, and more.

* The Party Shop at Michaels expands existing spaces in stores to accommodate 700 new products, from DIY balloon arch kits and tableware to themed paper goods and accessories. Such spaces also feature dedicated balloon bars, offering an assortment of latex and foil balloons, as well as customizable balloons for every occasion and theme. (Though Michaels did not mention the closing of the Party City chain late last year, its expanded party supply offerings appear to be aimed at filling that market void.)

Overall, Michaels operates 1300-plus stores in 49 states and Canada, and also owns Artistree, a manufacturer of custom and specialty framing merchandise.