Specialty arts and crafts retailer acquires video provider

Jo-Ann Fabric and Craft Stores wants to help inspire and educate its customers.



The chain has acquired Creativebug, a content provider of videos on a wide range of topics in the arts and crafts sector. The purchase further establishes Jo-Ann Stores as a leader in the crafting industry, providing customers with an expanded offering of on-trend project ideas and classes, anytime and anywhere.



Creativebug, based in San Francisco, was founded in 2012 and offers an extensive array of online video arts and crafts workshops and techniques. Through a subscription, crafting enthusiasts are provided access to over 1,000 high-definition video classes where they can learn how to paint, draw, sew, quilt, knit, crochet, throw a DIY party and more.



“We strive to be an all-encompassing resource for customers who are passionate about sewing and crafting, offering a vast product selection as well as the instruction and support needed to complete any project,” said Jill Soltau, president and CEO, Jo-Ann Stores. “Acquiring Creativebug was therefore a natural fit for the company, helping to expand the on-trend inspirational and educational content we can offer our customers.”



Creativebug will maintain its headquarters in San Francisco, with Ursula Morgan continuing to lead the team as president and CEO of Creativebug, a distinct business unit within Jo-Ann.