Michaels Stores
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.
- Company typePrivate
- Founded1973
- HeadquartersIrving, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
Michaels Stores firmographics
Firmographics- 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
Michaels Stores industry classification
Industry- 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
Where Michaels Stores is headquartered
LocationHeadquarters
- HQ city
- Irving
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Michaels Stores business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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.
- 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.
- 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.
- Loyalty Program Revenue: Michaels Rewards program offering 3-9% back on purchases, driving customer retention and repeat spending through tiered benefits.
- Same-Day Delivery: Partnership with Shipt for same-day delivery services, expanding delivery capabilities to compete with e-commerce convenience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 10-Minute Custom Framing Service |
| One time/ perpetual license | Pay-as-you-go | Birthday Party Package |
| One time/ perpetual license | Pay-as-you-go | Private Event Hosting |
| Hybrid | Monthly | Michaels Rewards Loyalty Tiers |
| Unit Pricing | Pay-as-you-go | Jonathan Adler x Michaels Collection |
| Unit Pricing | Pay-as-you-go | Price Reduction Initiative |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels10 records
Michaels Stores product offering
Product offeringCore 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
Companies that use Michaels Stores
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Michaels Stores technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Michaels Stores partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and flagship.
- Jonathan AdlercoreMichaels 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.
- HallmarkflagshipMichaels 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.
- CricutcoreMichaels 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.
- GooglecoreMichaels 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.
- PinterestcoreMichaels 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.
- ShiptcoreMichaels 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 CowboysflagshipMichaels 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
Michaels Stores competitors and assessment
Company assessmentBroad 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
Michaels Stores social profiles
Digital presenceMichaels Stores financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michaels Stores leadership team
Management profileNumber of profiles
Profiles3 records
Michaels Stores funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michaels Stores M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Michaels Stores
What does Michaels Stores do?
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.
Is Michaels Stores a public or private company?
Michaels Stores is a private company. It is classified as unknown and is currently operating.
When was Michaels Stores founded?
Michaels Stores was founded in 1973. It employs 5,001 to 10,000 people.
Where is Michaels Stores based?
Michaels Stores is headquartered in Irving, United States, in the North America region.
How does Michaels Stores make money?
Six revenue lines are on record. Retail Product Sales are the primary driver. The others are custom Framing Services, party Services and Events, makerPlace Marketplace, loyalty Program Revenue and same-Day Delivery.
Who are Michaels Stores's main competitors?
Broad incumbents on record are Target, Walmart and Amazon. Emerging players are Etsy and Dollar Tree. Direct peers are Hobby Lobby, JOANN, Blick Art Materials and Party City Holdco. Cricut is listed as an others.
Does Michaels Stores have an API?
No public API is recorded for Michaels Stores.
What industry is Michaels Stores in?
Michaels Stores's product category is Arts and Crafts Retail. Its primary akta.pro industry code is CRALACAI, Seasonal & Holiday Craft Supplies Retail, with a secondary code of CRALACAK, Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens). Its NAICS code is 45912 and its SIC code is 5945.