Michaels has increased tech focus in store

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Michaels has increased tech focus in store

By Dan Berthiaume - 06/04/2019
The Michaels Companies is revamping its store assortment to better meet the demands of tech-savvy DIYers.

The specialty arts and crafts retailer is renovating its in-store technology department, doubling the footprint and increasing product assortment by 49%. Michaels’ new in-store technology focus includes offering an assortment of machines, tools, accessories and surface materials from creative technology company Cricut.

Available at all 1,200-plus U.S. and Canada stores, Michaels’ expanded, interactive Cricut display will include the new Cricut Infusible Ink line of heat transfer products, which will be exclusively sold at Michaels from June 21 – Oct. 1.

“We are thrilled to partner with Cricut to launch this innovative and powerful new system of DIY products that truly elevates the potential of handmade,” said Laura Denk, senior VP, merchandising, The Michaels Companies. “We’ve partnered with Cricut for a number of years now and have witnessed the astounding popularity of their machines alongside the ongoing trend of personalization. Cricut products enable customers to personalize just about anything. As the leader in the arts and crafts space, Michaels is committed to making it easier, both in stores and online, for our customers to bring their vibrant, vivid inspirations to life.”