Michaels launches in-store shops for party goods, sewing materials
Michaels has stepped up to fill the void left by the departure of Party City and Joann from the retail landscape.
The company has debuted two new in-store experiences at its stores nationwide: The Knit & Sew Shop and The Party Shop. With the opening of the dedicated shop-in-shops, which feature expanded assortments and enhanced services across fabric, yarn, sewing, party supplies and balloons, Michaels said it has become North America’s largest specialty fabric and party retailer.
The new shops build on Michaels’ expansion of party offerings, and its acquisition of the intellectual property and private label brands of Joann earlier this year.
Knit & Sew Shop
The Knit & Sew Shop, which features both the Joann and Michaels logos, is designed to brings the best of both brands together. The dual-branded shop offers a curated assortment of threads, sewing notions and yarn, with fabric also available in most stores. It will also feature new in-store services including fabric cutting tables, which will be available in more than 650 stores by mid-October.
Michaels said it now carries fabric in more than 840 stores with plans to expand to 250-plus more locations. The retailer has also increased the existing space dedicated to fabric in stores by nearly 25%, expanded assortment in most locations, and has over 95,000 options available online, including licensed prints.
In addition, Michaels has increased in-store space for sewing and yarn assortments and is actively expanding its yarn selection by 25% this year to meet strong customer demand. Hundreds of new skeins are being added, including new brands and other well-known Joann private label favorites.
The Party Shop
The Party Shop at Michaels is designed to makes the retailer the ultimate celebration destination. In addition to the 79,000 balloon and party items available online, Michaels has expanded its party space in every store to accommodate 700 new products — from DIY balloon arch kits and tableware to themed paper goods and accessories. Each store also features a dedicated balloon bar, offering an assortment of latex and foil balloons, as well as customizable balloons for every occasion and theme.
Michaels noted it is the only national retailer to offer an online "Reserve a Time" balloon pick-up feature so customers can order ahead and have their balloons ready at any time they choose. Additionally, customers can build custom balloon bundles online for in-store pickup, and schedule balloon deliveries up to four days ahead, including same-day delivery options.
"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 David Boone, CEO at Michaels. "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."
Birthday Parties
Michaels has reduced the the cost of its in-store birthday parties from $299 to a new starting price of $149. All parties include a guided craft project led by a dedicated “party captain,” a collection of fun themes to choose from, customizable add-ons like balloons, goodie bags and pizza, and the ability to send e-vites and manage RSVPs all through Michaels.com. So far this year, Michaels has hosted over 4,200 birthday parties.
The Michaels Companies Inc. operates more than 1,300 stores in 49 states and Canada in addition to its online sites. It also owns Artistree, a manufacturer of custom and specialty framing merchandise.
