Michaels Stores

What Michaels Stores does

Michaels Stores, Inc. is a privately held specialty retailer founded in 1973 and headquartered in Irving, Texas, operating more than 1,300 stores across the United States and Canada with 10,000+ employees. The company sells arts and crafts supplies, custom framing services, seasonal décor, yarn and needlework, fabric, party supplies, and floral products, serving home crafters and DIY enthusiasts, party planners, wellness/self-care seekers, and educators as its primary customer segments. Its offering is structured around a unified omnichannel platform combining physical retail, an e-commerce storefront (michaels.com), and several interconnected services: the 10-minute custom framing service at $29 launching across 500+ stores with full rollout planned by February 2026, same-day fine art printing up to 16x20, the MakerPlace marketplace hosting 200,000+ handmade items from independent artists, the three-tier Michaels Rewards loyalty program (3-9% back), and a B2B bulk program called Michaels Pro. Sub-brands include MakerPlace, Michaels Pro, Michaels Rewards, and Michaels Credit Card, with distribution further augmented by same-day delivery via Shipt and AI-powered shopping through Google's Business Agent partnership.

Name

Michaels Stores

Legal name

Michaels Stores, Inc.

Website

https://michaels.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Michaels Stores is a privately held specialty retailer operating 1,300+ arts, crafts, and framing stores across the US and Canada, serving home crafters, DIY enthusiasts, party planners, and educators with supplies, custom framing, party goods, and a handmade marketplace.

Ownership category

akta.pro rank

Product category

Arts and Crafts Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Seasonal & Holiday Craft Supplies Retail (CRALACAI)

akta.pro secondary industries

Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK), Hobby & Craft Instructional Books/Patterns Retail (In-store/Physical) (CRALACAL), Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)

Keywords

• Arts and crafts retail
• Custom framing services
• Party supplies retail
• Yarn and needlework
• Craft supplies

Headquarters

HQ city

Irving

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Core retail business selling arts and crafts supplies, frames, seasonal décor, yarn, fabric, party supplies, and craft materials through 1,300+ physical stores and e-commerce platform.
2. Custom Framing Services: 10-minute custom framing service starting at $29, offering fast personalized framing with over 15 custom mat templates for occasions like Father's Day and graduations.
3. Party Services and Events: In-store birthday party packages at $149 and private events starting at $299, including helium balloon inflation services and craft party hosting.
4. MakerPlace Marketplace: Marketplace platform for handmade goods from small businesses and independent artists, offering personalized gifts, custom jewelry, home décor, and craft items with over 200,000 items.
5. Loyalty Program Revenue: Michaels Rewards program offering 3-9% back on purchases, driving customer retention and repeat spending through tiered benefits.
6. Same-Day Delivery: Partnership with Shipt for same-day delivery services, expanding delivery capabilities to compete with e-commerce convenience.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels10 records

Core offering

Michaels Stores is the largest specialty arts and crafts retailer in North America, operating 1,300+ physical stores and a full e-commerce platform that sells art supplies, custom framing, yarn and needlework, fabric, party supplies, seasonal décor, floral products, and handmade goods via its MakerPlace marketplace. The company also provides fee-based in-store services including 10-minute custom framing starting at $29, birthday party packages from $149, private events from $299, helium balloon inflation, and same-day delivery through Shipt, alongside a B2B bulk program called Michaels Pro.

Product overview

Michaels operates as a specialty arts and crafts retailer offering a comprehensive omnichannel platform combining physical retail (1,300+ stores), e-commerce, and digital services. The core product portfolio centers on arts & crafts supplies, custom framing, seasonal décor, yarn & needlework, fabric, party supplies, and floral products. The offering is structured as a unified retail platform enhanced by several interconnected services: Custom Framing Services provides in-store rapid framing (10-minute service at $29) with same-day printing; The Party Shop (4,500+ supplies, 60+ themes) and DIY bars support party celebrations; MakerPlace marketplace connects customers with 200,000+ handmade items from independent artists; Michaels Rewards loyalty program (3 tiers: 3%-9% back) drives retention; Yarn & Needlework includes an extensive assortment with free Pattern Library; and educational resources via Michaels Education and in-store events complete the ecosystem. Recent expansions include the Jonathan Adler exclusive collection and Guided Crafts beginner-friendly kits. The company also offers B2B solutions through Michaels Pro bulk supplies and enterprise services.

Differentiator

Problem solved

Functional benefit

Brands

• MakerPlace: A marketplace platform for handmade goods by small businesses, independent artists, and makers, offering personalized gifts, custom art, jewelry, and craft supplies.
• Michaels Pro
• Michaels Rewards
• Michaels Credit Card

Products and services

• Arts & Crafts Retail Products

Quantifiable outcome

• 10-minute custom framing at $29
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Jonathan AdlercoreStrategic or Co-development Partner · 17 April 2026Michaels partnered with designer Jonathan Adler on an exclusive collection of home décor, crafting, and entertaining essentials launching April 17, 2026. The collection includes craft kits, unfinished surfaces, partyware, and signature home accents, priced between $2.99 and $299.99, blending Adler's signature style with Michaels' product range.
• HallmarkflagshipGTM or Marketing Partner · 24 March 2026Michaels is the presenting partner for Hallmark Stars Live, a first-time multi-city tour experience featuring popular Hallmark stars across 10 US cities from July 22 to August 2, 2026. The 90-minute interactive event includes behind-the-scenes stories, audience Q&A, and Michaels-sponsored fan activations.
• CricutcoreStrategic or Co-development Partner · 26 February 2026Michaels is the primary retail partner for Cricut Joy 2 and Cricut Explore 5 next-generation cutting machines, offering exclusive colorways—Jade Green for Joy 2 and Teal for Explore 5. Cricut Joy 2 includes a Print Then Cut sensor for full-color stickers, while Explore 5 is 30% more compact than its predecessor.
• GooglecoreTechnology or Integration · 11 January 2026Michaels is a launch partner for Google's Business Agent feature, a branded AI chatbot for Search that enables AI-powered shopping assistance. The partnership is part of Google's Universal Commerce Protocol enabling direct checkout using Google Pay within AI Mode in Search and Gemini app.
• PinterestcoreGTM or Marketing Partner · 6 January 2026Michaels is a brand partner for Pinterest's shoppable connected TV series 'Bring My Pinterest to Life,' debuting at CES 2026. The six 22-minute episodes allow viewers to save and purchase Michaels products directly through Pinterest, representing Pinterest's expansion into original content and commerce.
• ShiptcoreChannel Partner/ Reseller/ Distributor · 15 December 2025Michaels partnered with Shipt for same-day gift delivery, allowing Shipt members to send gifts from Michaels to recipients near and far. The service costs $49 annually (offered at 50% discount), enabling users to send presents with digital messages and real-time tracking. Shipt runs a Season of Savings promotion through December 28.
• Dallas CowboysflagshipGTM or Marketing Partner · 26 August 2024Michaels became Official Partner of the Dallas Cowboys in a three-year sponsorship deal. The partnership offers fans DIY game day inspiration, stadium essentials, themed crafts, and exclusive promotions tied to Cowboys games. Includes community events such as Fan Art Friday, MakerPlace pop-up at The Star in Frisco, and 10% discount for Dallas-Fort Worth locals wearing Cowboys merchandise.

Scale indicators10 records

Recent moves11 records

Expansion highlights7 records

Broad incumbents

• Target: Target competes with Michaels through its arts & crafts, seasonal décor, and party supplies assortments across ~2,000 U.S. stores and a robust e-commerce platform. Comparable mid-market customer with overlapping craft, frame, and seasonal categories, though craft is a sub-category within Target's broader portfolio.
• Walmart: Walmart is the largest general merchandise retailer in the U.S., carrying a meaningful arts, crafts, and party supplies assortment alongside its broad grocery and general goods offering. While not a specialty craft retailer, Walmart competes on price and convenience for budget-conscious crafters and competes for the same discretionary spend.
• Amazon: Amazon is the dominant e-commerce competitor for craft supplies, framing materials, and party goods, with broad assortment, fast shipping, and price competitiveness. While not specialty-focused, Amazon captures incremental craft spend and pressure-tests Michaels' pricing.

Emerging players

• Etsy: Etsy operates a global handmade goods marketplace directly comparable to Michaels' MakerPlace platform, connecting independent artists and crafters with buyers. Overlap in personalized, handmade, and craft supply categories makes it a marketplace competitor though Etsy lacks physical retail footprint.
• Dollar Tree: Dollar Tree and Family Dollar compete with Michaels on low-price craft basics, party supplies, and seasonal merchandise through 8,000+ U.S. stores. Increasingly relevant given Michaels' price-reduction initiative and consumer focus on affordability in craft and party categories.

Direct peers

• Hobby Lobby: Hobby Lobby is the largest direct competitor to Michaels in U.S. arts & crafts specialty retail, operating ~1,000 stores nationwide with a similar assortment of crafts, fabrics, framing, and seasonal décor. Comparable scale, store format, and customer base make it the closest head-to-head peer.
• JOANN: JOANN was Michaels' primary direct competitor in fabric, sewing, yarn, and craft supplies until its 2025 bankruptcy, after which Michaels acquired its IP. Same core categories, similar mid-market customer, and overlap in custom framing and party supplies.
• Blick Art Materials: Leading U.S. art supplies specialty retailer operating stores and catalog/online channels, focused on fine art materials, brushes, canvases, and educational supplies. Directly comparable in arts product category though more fine-art and education-skewed than Michaels' broader hobby assortment.
• Party City Holdco: Former largest U.S. party supplies specialty retailer that filed for bankruptcy in 2023-2024, creating the void Michaels is filling with its 60% party assortment expansion. Direct category overlap in party supplies, balloons, and themed celebrations before its store closures.

Others

• Cricut: Cricut is a strategic partner and ecosystem player — its cutting machines drive consumable craft supply sales at Michaels. While not a direct competitor, Cricut's hardware ecosystem is highly complementary to Michaels' craft supply business and was secured through exclusive colorway partnerships for Joy 2 and Explore 5.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/michaelsstores
• YouTubeyoutube.com/c/michaels
• Facebookfacebook.com/Michaels
• Instagraminstagram.com/michaelsstores
• Pinterestpinterest.com/michaelsstores

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Michaels Stores