AN arts and crafts store has taken a jab at rival Joann Fabrics and Crafts amid nationwide closures.
The popular retailer has taken aim at Joann as it’s forced to close more than 500 stores.
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As nationwide closures have gone underway for Joann craft stores, rival Michaels was quick to capitalize on its rival’s demise.
“Welcome Joann Customers,” reads a welcome banner on the company’s homepage.
“Everyone is welcome at our craft table!”
Michaels even created a dedicated tab on its website for former Joann shoppers.
READ MORE ON STORE CLOSURES
The section promotes the store’s more than “10,000 unique fabrics” and reassures them that “your crafting journey doesn’t end here.”
Joann, a fixture in American crafting since 1943, had grown to operate 850 stores across the country.
Its closure resulted in an estimated 19,000 job losses, marking a significant shift in the crafting retail landscape.
Competition from online retailers and declining foot traffic have been cited by experts as major reasons behind Joann’s downfall.
The company also struggled to keep up with direct competitors like Michaels and Hobby Lobby.
“Michaels is excited to welcome new makers, crafters, and sewing enthusiasts into our community,” the company said on its website.
Michaels’ strategy appears to involve converting Joann’s regulars into loyal customers by offering similar products including fabric, sewing machines, and knitting supplies.
While it exploits opportunities presented by Joann’s closure, Michaels and other craft chains still face challenges of their own.
“The simple fact that much of the materials used by the crafts industry are sourced from overseas… means a significant headwind because of trade wars and tariffs,” said David Lazarus of Consumer Confidential.
Lazarus also notes that crafting, while beloved by many, remains a niche pursuit.
“Crafts are more of a hobby than a calling, which limits the market,” he said.
“This creates unique challenges for retailers such as Joann that connect artsy-crafty types with suppliers.”
Still, Michaels appears hopeful for its future.
With more than 1,300 stores across North America, the chain is well-positioned to absorb a portion of Joann’s former customer base.
Whether that will be enough to withstand economic pressures and shifting consumer habits remains to be seen.
For the time being, Michaels hopes that crafters will keep relying on its brick-and-mortar retail approach.