Dive Brief:
- Michaels has partnered with designer Jonathan Adler on an exclusive collection of DIY craft kits, home decor, entertaining essentials and more, according to a company press release.
- The collection will launch April 17 online and in stores and is priced between $2.99 and $299.99, per a company spokesperson.
- "I'm a craftsperson first and foremost, and Michaels is the center of craft, creativity, and color,” Adler said in a statement. “I want everything I make to make you feel even more eccentric and glamorous than you already are, and my collection with Michaels is no different. I brought my favorite colors, patterns, and motifs to the collection, giving every creator the tools they need to express their own personality.”
Dive Insight:
Michaels’ collection with Jonathan Adler offers “designer-led pieces at accessible price points” to the retailer’s customers.
"We are delivering on our commitment to offering customers newness, inspiration, and elevated creative experiences that blend bold design with the personalization and value they expect from us," Stacey Shively, chief merchandising officer at Michaels, said in a statement.
The collection comes as Michaels seeks ways to broaden its assortment and capture market share left behind from the bankruptcies of Party City and Joann.
Michaels acquired Joann’s IP and private labels after the crafts retailer shut down its business. And following Party City’s closure, Michaels upped its inventory of balloons and other party supplies. The craft retailer last year introduced two in-store concepts, The Party Shop and The Knit & Sew Shop, in all 1,300 of its nationwide locations.
Early last year, the retailer named a new CEO in David Boone, who was previously the CEO of Staples Canada. Since then, Michaels has revamped its merchandise, initiated price cuts on thousands of items and updated its loyalty program.
