(KTLA) – As JOANN craft stores finish liquidations and shutter locations across the country, the operators of another crafts retailer are making a play for their customers.
Michaels, which operates locations in 49 states and D.C., is actively wooing JOANN customers — and perhaps needling JOANN a bit — with a message posted to a new webpage that appeared in early April.
“Welcome JOANN Customers,” the site reads. “We’ve got your go-to essentials & so much more.”
The webpage also appears to be focused on touting Michaels’ selection of fabrics, sewing tools, yarn and crochet items, perhaps to highlight the items JOANN was known to specialize in.
“JOANN has closed down but your crafting journey doesn’t end here,” another message reads. “JOANN customers, find your favorite fabrics, yarn, & more – All in One Place at Michaels.”
Michaels added that its stores carry “many of the favorites that JOANN customers love,” and would be “excited to welcome new makers, crafters, and sewing enthusiasts into our community.”
JOANN, which had been around since 1943, grew into a crafting giant operating 850 stores across the United States. Over the past year, the company filed for bankruptcy twice, ultimately announcing the closure of all locations.
Hundreds of locations have already closed this year. The final stores will close by the end of May, a spokesperson confirmed to Nexstar.
So why did JOANN close, and why do other crafting giants like Michaels and Hobby Lobby think they can do better? Retail analysts say JOANN lost out to online retailers, finding itself in a similar position as Big Lots and Party City, which have new owners.
Even during closing sales, JOANN is encouraging customers to shop in-store, warning against fake e-commerce websites posing as JOANN’s.
As it looks to convert longtime customers of JOANN into new Michaels customers, Michaels may also be helping to stave off any financial hurdles caused by President Donald Trump’s tariff plans, according to David Lazarus, the host of Consumer Confidential on Nexstar’s KTLA.
“The simple fact is that much of the materials used by the crafts industry are sourced from overseas, which means a significant headwind because of trade wars and tariffs,” Lazarus said.
Lazarus points to another potential issue, as well.
“Crafts are more of a hobby than a calling, which limits the market. This creates unique challenges for retailers such as Joann that connect artsy-crafty types with suppliers,” said Lazarus.
Source: Fox 8 News Channel
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