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Michaels crafts a new partnership with startup


Michaels is targeting online DIYers via a new strategic arrangement with a San Francisco startup.

The world's largest arts and crafts retailer has partnered with trend-driven online DIY marketplace Darby Smart to make crafting simpler and more accessible to everyone.

"Aligning with Darby Smart is another way to connect with novice crafters and make it easy for them to engage in creating projects, with simple step-by-step instructions that help them achieve great results," said Michaels CEO Chuck Rubin. "Michaels and Darby Smart share a deep commitment to the maker movement, and this partnership helps us bring more people into the fold with accessible, modern, designer projects that anyone can make."

Darby Smart users will have access to more craft categories and a wider variety of supplies through the partnership, while Michaels customers will have access to the Darby Smart digital shopping lists, ideas and tutorials.

Initially, the partnership, which launches next month, will focus on projects for personalized fall, Thanksgiving and holiday decorating, entertaining and giving.

"I've been shopping at Michaels for many years, and there's no other playground like it for the creative," said Darby Smart co-founder and CEO Nicole Shariat Farb. "Our community will benefit from Michaels' unique product offerings that are broad in category, deep in selection and high in quality, and we welcome Michaels customers to our unique, online maker community."

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