Michaels Acquires Joann Brands: Expanding Crafting Horizons in 2025
Discover how Michaels’ acquisition of Joann’s intellectual property and private label brands is reshaping the craft retail landscape with expanded fabric, sewing, and yarn selections for loyal customers.
Key Takeaways
- Michaels acquired Joann’s intellectual property and private label brands.
- Over 600 new fabric, sewing, and yarn products are added to Michaels’ assortment.
- Joann’s Big Twist yarns will be available at Michaels later in 2025.
- Michaels launched a dedicated landing page for former Joann customers.
- Michaels is expanding fabric and sewing supplies in hundreds of stores.
When Joann, a beloved fabric and craft retailer with about 800 stores, filed for Chapter 11 bankruptcy in January 2025 and began closing its doors, many crafters faced uncertainty. Enter Michaels, North America’s leading arts and crafts retailer, which has acquired Joann’s intellectual property and private label brands, including the popular Big Twist yarn line. This acquisition is more than a business move—it’s a lifeline for Joann’s loyal customers and a bold expansion for Michaels. With plans to add over 600 new products and expand fabric and sewing supplies in hundreds of stores, Michaels is weaving Joann’s legacy into its own tapestry. This article unpacks what this means for crafters, how Michaels is evolving its offerings, and why this shift matters in the craft retail world.
Welcoming Joann Customers
Imagine walking into your favorite craft store, only to find it shuttered. That’s the reality Joann customers faced after the chain’s bankruptcy and store closures in early 2025. Michaels stepped in, acquiring Joann’s intellectual property and private label brands, including the much-loved Big Twist yarns. CEO David Boone expressed Michaels’ honor in welcoming Joann’s customers into their creative community, promising to deliver the selection, value, and inspiration they seek. To ease this transition, Michaels launched a dedicated landing page tailored for former Joann shoppers, making it simple to find familiar products and stay updated on new arrivals. This thoughtful approach shows Michaels isn’t just absorbing brands—they’re embracing a community.
This move is more than a business acquisition; it’s a bridge for crafters who might have felt lost. Michaels operates over 1,300 stores across 49 states and Canada, providing a vast network for Joann’s fans to continue their creative journeys. The emotional relief of finding beloved brands like Big Twist at Michaels can’t be overstated. It’s a reminder that even in retail upheaval, creativity finds a home.
Expanding Fabric and Sewing Supplies
Michaels is not just adding Joann’s brands—they’re dramatically expanding their fabric, sewing, and yarn assortments. Over 600 new products are joining the shelves and online catalogs, including sewing machines from Brother and Singer, Oliso Smart Irons, and needle crafting kits from DMC and Loops & Threads. This expansion responds to a clear trend: searches for “fabric” on Michaels.com rose 77% in the past year, while “sewing” searches increased 39%. It’s a data-backed signal that crafting interests are evolving, and Michaels is tuning in.
Currently, Michaels has increased fabric selections in more than 680 stores and plans to add fabric to 280 more locations this year. For sewing enthusiasts, this means more options and better access to quality tools and supplies. The retailer’s commitment to growing these categories reflects a savvy understanding of consumer demand and a strategic effort to become the ultimate creative destination. For crafters, it’s a chance to explore new projects with trusted brands and innovative products.
Revitalizing Joann’s Big Twist Yarns
Yarn lovers, rejoice. Michaels is breathing new life into Joann’s private label yarns, including the Big Twist Value Plus, Big Twist Twinkle, Big Twist Posh, and Big Twist Baby Bear lines. These fan favorites will be available both in stores and online later in 2025. This move ensures that Joann’s signature yarns continue to inspire knitters and crocheters, preserving a beloved part of the crafting community.
Beyond Joann’s brands, Michaels is expanding its yarn assortment by 25% this year, introducing 60 new Loops & Threads yarns and adding collections from national brands like Bernat, Lion Brand, and Red Heart. This robust growth in yarn options reflects Michaels’ response to rising demand and a commitment to offering variety and quality. For crafters, it means more colors, textures, and choices to fuel creativity. The revival of Big Twist yarns at Michaels is a testament to how acquisitions can preserve cherished products while opening doors to fresh possibilities.
Enhancing Customer Experience
Michaels isn’t just expanding products—they’re enhancing how customers shop. The dedicated landing page for former Joann customers is a strategic touchpoint, offering a curated assortment and easy navigation to familiar brands. This digital welcome mat helps reduce the friction that often accompanies store closures and brand transitions.
With over 1,300 stores across North America, Michaels is also increasing fabric and sewing supplies in hundreds of locations, making it easier for customers to find what they need in person. This blend of online convenience and brick-and-mortar accessibility reflects a modern retail approach that values customer experience. Michaels’ CEO David Boone emphasized their commitment to delivering selection, value, and inspiration, signaling that the company views this acquisition as a long-term relationship with crafters. For shoppers, this means a seamless, enriched journey from discovery to creation.
Navigating Craft Retail Changes
The craft retail landscape is shifting. Joann’s bankruptcy and store closures left a void for many passionate crafters. Michaels’ acquisition of Joann’s intellectual property and brands fills that gap, but it also reflects broader market dynamics. Michaels has been expanding its offerings amid competitors’ struggles, such as Party City’s bankruptcy and store closures. In April 2025, Michaels began boosting party supplies and in-store experiences, signaling a strategy to capture diverse creative occasions.
This acquisition and expansion show Michaels’ agility in responding to changing consumer interests and retail challenges. For customers, it means access to a wider array of products and experiences under one roof. For the industry, it’s a reminder that adaptability and customer focus are key to thriving. As Michaels rolls out new products and services throughout 2025, crafters can expect a vibrant, evolving destination that honors tradition while embracing innovation.
Long Story Short
Michaels’ acquisition of Joann’s brands signals a new chapter for craft enthusiasts across North America. By integrating Joann’s cherished private label products and expanding fabric, sewing, and yarn assortments, Michaels ensures continuity for loyal Joann customers while inviting new shoppers into a richer creative community. The dedicated landing page and store expansions demonstrate Michaels’ commitment to value and inspiration. While Joann’s physical stores close, their spirit lives on through Michaels’ growing portfolio. For crafters, this means more choices, trusted brands, and a seamless transition. As Michaels continues rolling out new products throughout 2025, the crafting world can look forward to fresh opportunities to create, celebrate, and connect.