Photo credit: Michael’s
Michaels is giving new life to the Joann brand name after purchasing its intellectual property earlier this year. The retailer has introduced a “Knit & Sew Shop” concept in its U.S. and Canada stores, featuring Joann-branded signage and popular products like Big Twist yarn. The new shop format occupies about a quarter of each participating Michaels location and is now available in more than 800 stores, with plans to expand to 250 more.
CEO David Boone said the addition reflects strong customer demand for the types of crafting and sewing products Joann was known for. The effort also represents Michaels’ first “store within a store” model and follows the closure of several specialty retailers, including Joann and Party City.
In a similar move, Michaels is launching “The Party Shop at Michaels,” offering an expanded range of balloons, party supplies, and children’s events at lower price points. Retail experts say the company is strategically filling a gap in the market for creative and celebration products.
Boone noted that customers remain engaged and optimistic, adding that interest in crafts, creativity, and community continues to grow as Michaels broadens its offerings in these categories.
