Michaels is giving its stores a creative makeover, crafting a new shopping experience that Ohio shoppers get to try first.
The crafting giant, which recently expanded into party supplies and refreshed its loyalty program, debuted its new “experiential” store format June 26 at its Easton Market location in Columbus.
The remodeled store near Easton Town Center features redesigned displays, expanded services, creative activities such as candle-making, classroom spaces and upgraded event areas.
The new format also brings expanded offerings, including custom framing, same-day printing, personalization, balloon services, classes, birthday parties and a broader product selection.
“This launch marks a pivotal acceleration of Michaels’ transformation strategy, bringing its reimagined, customer-first shopping experience to life at scale,” the company said in a statement. “With improved Team Member training and hyper-local community focuses, these reimagined stores are intended to create deeper ties with the towns and cities Michaels serves.”
Michaels plans to bring the new store format to six additional central Ohio locations this year, including Graceland, Reynoldsburg, Grove City, Sun Center in northwest Columbus, Hilliard and Lewis Center, Columbus Business First reports.
Earlier this year, Michaels announced it was expanding its party supplies business by 60 percent this year, adding nearly 600 new products as it looks to capture customers left behind by the struggles of Party City and Joann.
The retailer launched its Party Shop concept last September with themed decorations, tableware, balloon kits and a balloon bar. Since then, Michaels has expanded the selection to include piñatas, candy fillers, licensed kids’ themes like Bluey and Hello Kitty and more table-ready essentials.
Michaels also gave its loyalty program a makeover in March, adding a new Platinum tier that lets top shoppers earn 9 percent back on purchases. The revamped program now includes three tiers, Red, Gold and Platinum with upgraded perks such as birthday rewards, everyday savings for higher-tier members and extra benefits for Michaels credit cardholders, including free shipping offers and custom framing discounts.
Michaels operates about 1,300 stores across the U.S. and Canada after expanding since its 1973 founding in Dallas.
