In January, craft retailer Joann filed for bankruptcy. By February, the company announced it was closing all of its 790 stores. Former retail rival Michaels has since acquired Joann’s intellectual property and private label brands, including the beloved Big Twist yarn lines.
Michaels will assume over 600 products like fabric, sewing machines, and yarn, from new and existing brands.
“We’re honored to have the opportunity to welcome JOANN customers into our creative community and are committed to delivering the selection, value, and inspiration they are looking for at Michaels,” David Boone, Chief Executive Officer at Michaels, said. “This acquisition allows us to better serve both new and existing customers, respond to rising demand across categories, and build on our momentum as the destination for creating and celebrating in North America.”
The biggest focus of this expansion will be fabric and sewing accessories, considering that was Joann’s primary market. Michaels says that searches for ‘fabric’ on Michaels.com have increased by 77% over the past year. Part of this is due to Joann closing, but there has also been a recent cultural shift away from fast fashion.
This movement emphasizes thrifting and repairing clothes over buying an endless stream of cheap, fast fashion replacements. This habit contributes to an increase in overconsumption and textile waste. The de-influencing trend has probably aided in increasing demand, given that searches for ‘sewing’ on Michaels.com have gone up 39%.
New Joann Customers, New Products
To meet this new wave of customers, Michaels is “increasing the assortment in over 680 Stores, with plans for 280 more Stores this year.” This expansion includes:
- Introducing new Brother® and SINGER® sewing machines.
- Adding 50+ new needle crafting kits from DMC® and Loops & Threads®.
- Debuting 10+ Pellon® stabilizers and interfacing, specialty scissors, and thread packs, with Pellon cut-to-order batting coming in August.
- Expanding assortment with new products from Clover, FISKARS®, Coats & Clark™, and VELCRO®.
- Welcoming the best-selling Oliso® Smart Iron.
But sewing isn’t the only fiber art in the spotlight; Michaels is expanding its yarn assortment by 25% this year. This includes:
- Releasing over 60 new Loops & Threads offerings in stores and online starting in June.
- Introducing new and expanding national brand collections from Red Heart®, Bernat®, and Lion Brand® this summer.
- Expanding best-selling Amigurumi kits with 12+ new seasonal offerings launching this holiday season.
- Welcoming beloved JOANN brands, including Big Twist Value Plus, Big Twist Twinkle, Big Twist Posh, and Big Twist Baby Bear, which are being developed as part of Michaels’ portfolio.
Several of these new offerings are already available online through Michels’ website. Joann’s former website now redirects there as well, with a welcome message for new customers.
[Author’s note: Due to Joann closing, the company stopped doing online sales a few months ago. Because of this several scam websites have popped up to the point where the company had to issue several warnings about them. Joann.com is/was the only official website for the company. Any other website claiming to be Joann or helping the company liquidate is a scam!]
