Michaels is enhancing its retail experience by introducing dedicated shop-in-shops for sewing, knitting and party supplies. This strategic move follows the acquisition of Joann's intellectual property and aims to solidify Michaels as a primary destination for crafting and event planning, offering expanded product selections and improved services.
The Knit & Sew Shop Expansion
Following its acquisition of Joann's intellectual property and private label brands in June 2025, Michaels has rolled out "The Knit & Sew Shop" across its stores. This new section, co-branded with Joann and Michaels, provides a carefully selected range of threads, sewing notions and yarn.
Fabric is available in over 840 Michaels locations, with plans to extend this offering to an additional 250 stores. Furthermore, in-store services like fabric cutting tables are being implemented in more than 650 Michaels stores by mid-October, enhancing the customer experience for sewing and knitting enthusiasts.
Revitalized Party Offerings
Michaels has also significantly expanded its party supply section with "The Party Shop." This initiative aims to fill the void left by the closure of Party City, with Michaels introducing approximately 700 new products. These include DIY balloon arch kits, themed tableware, paper goods, and various accessories.
Each store now features a dedicated Balloon Bar, and Michaels has made in-store birthday parties more accessible by lowering the starting price from $299 to $149. This expansion into party supplies began in April 2025, mirroring efforts by other retailers like Walgreens to capture market share in this segment.
Strategic Vision and Enhanced Services
The expanded product assortments, improved services, competitive pricing and seamless shopping options, both in-store and online, are key components of this strategy. Complementing these in-store enhancements, Michaels also broadened its delivery options in July 2024 by adding DoorDash and Uber Eats to its existing Instacart service, further improving convenience for customers.
