ARTISTREE, a Michaels Company

What ARTISTREE, a Michaels Company does

ARTISTREE, a Michaels Company, is the custom framing division of Michaels Stores, Inc., a privately held US arts-and-crafts retailer. Operating under the michaelscustomframing.com brand, Artistree sells handcrafted custom frames, canvas prints, peel-and-stick wall tiles, photo prints, and photo gifts directly to individual consumers, businesses, and tax-exempt organizations across the United States. Its customer base spans self-service digital buyers, in-store consultation seekers, B2B bulk-order clients, and institutional purchasers, with distribution handled through its own e-commerce site, 1,300+ Michaels retail locations, a mail-in packaging service, and a dedicated B2B sales channel.

The core platform is built on Salesforce Commerce Cloud and centers on an online Frame Builder that lets customers upload photos or specify physical items (documents, jerseys, mirrors, canvas, 3D objects), then configure frame material, profile width, mat, and glazing. Supporting tools include a "View in Your Space" 3D visualization feature, a 10-Minute Custom Framing quick-turnaround option ($29 fixed price with in-store pickup), Wall Tiles on engineered wood hardboard, and canvas prints on 3/4" Brazilian pine frames using eco-friendly Latex ink. Frames are assembled in the USA with archival-grade materials. Mobile apps (iOS and Android) extend ordering to phones.

Revenue is generated predominantly through one-time unit-priced custom framing and photo product sales, supplemented by the tiered Michaels Rewards loyalty program (3–9% back based on annual spend). Pricing spans $29 entry-level quick frames to $700+ premium custom pieces, with a frequently promoted 70%-off traditional retail positioning. The Business Services channel adds B2B volume framing, while the Tax Exemption Program and Michaels Photo Gifts site expand the addressable customer base and product surface within the broader Michaels ecosystem.

Name

ARTISTREE, a Michaels Company

Legal name

Michaels Stores, Inc.

Website

https://michaelscustomframing.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

ARTISTREE is the custom framing division of Michaels Stores, Inc., selling handcrafted frames, canvas prints, wall tiles, and photo gifts to US consumers, businesses, and tax-exempt organizations via its e-commerce site, 1,300+ Michaels retail stores, and a B2B bulk-orders channel.

Ownership category

akta.pro rank

Product category

Custom Picture Framing Services

NAICS

One-Hour Photofinishing (812922), Photofinishing (81292)

SIC

Services-Photofinishing Laboratories (7384), Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Scrapbooking & Paper Crafts Retail (CRALACAD)

Keywords

• Custom framing services
• Photo printing services
• Custom picture frames
• Wall decor products
• Photo gift products

Headquarters

HQ city

Dallas, Texas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Framing Products: Core revenue from custom frames sold directly to consumers. Products include wood frames, metal frames, and engineered wood frames in various styles and sizes. Frames are manufactured in the USA using archival-grade materials.
2. Photo Printing Services: Digital photo printing on various substrates including premium paper, canvas, wood, metal, acrylic, and glass.
3. Wall Tiles: Photo wall tiles printed on 1/4" engineered wood hardboard, sold individually with optional framing.
4. Michaels Rewards Loyalty Program: Members earn 3-9% in Rewards on eligible purchases. $5 voucher issued when balance reaches $5. Tiered program (Red, Gold, Platinum) based on spending.
5. Business/B2B Services: Bulk order framing services for businesses including digital prints, documents, posters, art photography, and mirrors. Expert craftsmanship on industrial scale with manufacturing capabilities.
6. Photo Gifts: Photos printed on merchandise including blankets, puzzles, mugs, magnets through michaelsphotogifts.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

ARTISTREE provides handcrafted custom framing services and photo printing products for individual consumers and businesses. Core offerings include custom wood, metal, and engineered wood frames for digital photos, art prints, documents, jerseys, mirrors, canvas, corkboards, and 3D objects, sold directly to consumers online through michaelscustomframing.com and across 1,300+ Michaels retail locations in the United States. The service combines an online self-service frame builder with in-store expert consultation, plus 10-minute quick framing, wall tiles, canvas prints, and B2B bulk framing for businesses.

Product overview

ARTISTREE, a Michaels Company, operates michaelscustomframing.com as a custom framing platform offering handcrafted frames and related products. The core offering is Custom Framing, which allows customers to frame digital photos, physical prints, documents, jerseys, mirrors, canvas, corkboards, and 3D objects either online or in-store. Supporting products include 10-Minute Custom Framing (quick turnaround service), Wall Tiles (peel-and-stick photo tiles), Canvas Prints (gallery-wrapped prints on Brazilian pine frames), and Michaels Photo Gifts (blankets, puzzles, mugs, magnets). Business Services provides B2B framing solutions, while Michaels Rewards is a tiered loyalty program. The company operates on Salesforce Commerce Cloud infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Framing

Quantifiable outcome

• 70% off traditional retail pricing on custom frames
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Peggy (Fine Art Platform)minorGTM or Marketing PartnerPeggy is a fine art marketplace/platform that Michaels Custom Framing links to from its footer for customers interested in purchasing fine art. This is a marketing/referral partnership driving customers to a complementary platform.
• MichaelscoreStrategic or Co-development PartnerArtistree is a Michaels Company and operates as the custom framing division within the broader Michaels retail ecosystem. This includes shared Rewards program, account systems, store locations, and cross-selling with Michaels Photo Gifts and MakerPlace.
• Salesforce Commerce CloudcoreTechnology or IntegrationThe michaelscustomframing.com platform is built on Salesforce Commerce Cloud infrastructure, providing the e-commerce technology stack, account management, and checkout functionality.
• UPSminorOthersUPS is the primary shipping carrier referenced for delivery of custom framing products. Standard ground shipping and expedited options available through UPS.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Crate & Barrel: Premium home furnishings retailer offering custom framing and mirror services in stores and online. Comparable as an omnichannel home décor incumbent with a framing/mirrors category that overlaps Artistree's product range.
• West Elm: Williams-Sonoma home furnishings retailer offering custom framing and wall décor services alongside broader furniture and home goods. Comparable as a specialty home décor brand with overlapping custom framing capabilities.
• Pottery Barn: Williams-Sonoma home brand offering custom framing, wall art, and personalized décor. Comparable as a home décor incumbent serving the same custom framing use cases through both retail and online channels.
• Shutterfly: Large-scale consumer photo printing and personalized products platform. Comparable because it competes in the photo-to-product (prints, gifts, wall décor) category that overlaps Artistree's canvas, photo gifts, and wall tiles offerings.

Direct peers

• Framebridge: Pure-play online custom framing company offering direct-to-consumer frame building, mail-in services, and a similar product breadth (frames, canvas, prints). Comparable because it targets the same individual consumer framing use cases as Artistree, but lacks physical retail distribution.
• Artifact Uprising: Premium photo printing and framing brand focused on archival-quality photo books, prints, and frames for consumers. Comparable because it overlaps on photo printing plus framing for personal memories, serving a similar premium-conscious buyer.
• Simply Framed: Direct-to-consumer custom framing service with online frame builder, curated frame styles, and mail-in option. Comparable because it competes for the same custom framing wallet share via a digital-only experience similar to Artistree's online channel.
• Level Frames: Online custom framing retailer offering made-to-order frames with a curated designer aesthetic. Comparable because it targets design-conscious consumers buying premium custom frames through an e-commerce-only flow.

Regional players

• JOANN: US fabric and crafts retailer offering custom framing services in stores. Comparable as a national craft retail peer with overlapping custom framing category within a similar hobbyist customer base.
• Hobby Lobby: Large US arts, crafts, and home décor retailer with in-store custom framing services. Comparable because it offers custom framing within a national craft/home décor footprint similar to Michaels, competing for the same hobbyist and home décor framing customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/artistree-a-michaels-company

Revenue estimate

Valuation estimate

Number of profiles

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 ARTISTREE, a Michaels Company