August 17, 2026
Photo courtesy of Michaels
Will Michaels’ Next Gen Store Formats Impress New (and Existing) Customers?
As Michaels rolls out its third experiential store model — representing a new store format that the arts and crafts retailer eventually hopes to deploy to all locations — the question of whether or not this next-gen redesign will resonate with new and existing customers is brought to the fore.
“Our new stores represent an exciting milestone within Michaels’ broader transformation to redefine the customer journey and become a true destination for creativity and celebration,” Michaels CEO David Boone said.
“The new format reflects our customers’ desire for more inspiration and hands-on, analog experiences, while providing a space for the local community to connect, create, and celebrate,” he added.
While the prose may be understandably a bit purple within the August 13 press release issued by Michaels as to the “distinct shopping worlds” inhabiting the new, experiential-forward Michaels store design, there are a number of elements underscored within:
- A welcome center stands at the front-of-store: As soon as you walk in, shoppers interact with a dedicated Welcome Desk staffed by an associate. Greetings, nearby BOPIS stations, and a hybrid checkout system including self-checkout for loyalty members and traditional lanes for those who prefer them are also included.
- The Knit & Sew Shop incorporates a prominent Swatch Bar: Also near the front of the store, a fabric Cut Bar is paired with an industry-first Swatch Bar, an enormous yet inviting fixture with curved edges and hundreds (if not thousands) of samples each marked with a QR code with deeper product details. Interested parties can speak to an associate to have any of the samples they prefer ordered in whatever amount they’d like to be delivered.
- Framing is consolidated and enhanced: The ready-made and Michaels’ popular custom framing options are now consolidated into one destination, including an innovating 10-Minute Custom Framing option which can get images from shopper phones printed and mounted into a frame within 10 minutes for as little as $29. Shoppers are able to see framing experts work through a glass wall in real-time, adding to the immersive experience aimed at by the retailer’s team.
Other enhancements center around a crafting and kids area, designed for “papercraft and hands-on making” to take place in-store; a unified floral and greenery section with the goal of elevating the category, with real-touch and outdoor-friendly SKUs being front-and-center; and the previously much-talked-about Party Shop celebration hub complete with a Balloon Bar, enhanced party / event space, upgraded classroom suited for kids’ birthday celebrations (and classes of course); and a much wider assortment.
“To make shopping at Michaels even more inspirational, engaging, and memorable across every aisle, the new store concept features fresh elements designed to spark ideas to create and celebrate,” the press release stated.
“The store features distinct shopping worlds, creating a more modern, experiential, and visually appealing customer experience. Each world features dynamic lifestyle vignettes to provide inspiration by highlighting key products, creative projects, and step-by-step styling instructions,” it added.
BrainTrust
Nicholas Morine
Recent Discussions
Discussion Questions
Do you believe the new, next-gen store redesign put forth by Michaels will succeed in satisfying existing customers while also attracting new shoppers? Why or why not?
Which elements of the new design do you think are the strongest? Conversely, which may be weaker, or less attractive plays?
What could Michaels bolt on to this concept to enhance a particular facet — or, on the other hand, what would you remove entirely?
Poll
Having visited the new format, I found myself impressed. The model is a serious upgrade, especially compared to older stores – which tend to be functional and somewhat lacking in inspiration. But the design goes beyond cosmetics and provides a more immersive experience. Crafting is tactile and fun, and this is brought to life with vignettes at the ends of aisles and a lot more creativity in merchandising. There are also some strategic plays in segments where Michaels has an opportunity to take share – framing and party being two of them. Both areas have been given a comprehensive overhaul with deeper selections and more specialist staff. The early data suggest that the concept is producing much better numbers. However, its ability to do this across a huge and diverse chain will be the acid test.
There’s a lot to like about the new next-gen store design, from engaging displays to expanded areas for events and activities. Ultimately, success will come down to whether the new design generates better sales outcomes than previous generations.
That said, sales alone could mask just how effective the new format really is. Improved navigation and a more engaging experience may influence shopper behavior in ways that aren’t obvious from topline sales. Management should closely examine store traffic, shopper conversion rates and sales per visitor to understand whether the new format is attracting more shoppers, converting more of them into buyers and ultimately generating better results.
Michaels gets the visual merchandising fundamentals right: decompression zone at entry, tactile engagement at the Swatch Bar, and lifestyle vignettes that sell possibility rather than product. The glass-wall framing studio is genuine retail theater, turning craft into a spectacle that justifies the trip.
The real test is not the prototype. It is the rollout. Vignette merchandising lives or dies on consistent resets. Across 1,300+ stores, “inspirational” quickly becomes “neglected fixture” without disciplined visual standards AND the labor to maintain them. The Party Shop is the boldest bet. It targets a high-frequency occasion and an underserved physical destination. Executed well, it gives Michaels something Amazon cannot easily replicate: a reason to show up.
While the prose may be understandably a bit purple within the August 13 press release
Hey! cynical takes are my specialty (all I have left now is noting purple is apt for an art store)
I think it’s fair to say that if this doesn’t work, it won’t be for lack of trying; if anything, maybe it tries too hard: A welcome center stands at the front-of-store: As soon as you walk in, shoppers interact with a dedicated Welcome Desk staffed by an associate…is this really what people want? Oh, sure, people want their questions answered, and to have help at the ready, but this sounds a bit…overbearing; getting in easily, finding what is wanted, and getting out quickly is what most seek…this sounds like a potential toll gate in that process. The rest of the concepts….I’ll give their research a presumtion of validity.
As I recall, didn’t Home Depot install customer help kiosks at the front of the stores in the early 2000s? I believe they were removed because of exactly what you said: Shoppers weren’t ready to ask questions as soon as they walked in the front door.
I haven’t seen the new format in person, but the photos lend a distinct Party City vibe. Success may depend on Michaels’ ability to publicize the new direction.
This next-gen Michaels prototype reminds me a bit of the now-defunct JoAnn prototype store that once existed in Columbus, Ohio. That store also featured technology, community and learning spaces, plus impressive, highly curated departments. It opened in 2018, and it was a sad day when it closed.
Fabrics was an area where JoAnn really excelled and customers miss it. The Michael’s Swatch Bar is a cool idea, but I wonder how sewists will respond? Many want to see a large sample of the fabric to get a true feel for what their finished project will look like.
According to the press release, the goal is to make shopping at Michaels “more inspirational, engaging, and memorable” across every aisle.
Judging from the lack of creativity I’ve seen in its stores lately, that shouldn’t be too hard. But creativity in a craft store comes from more than pretty fixtures and curated assortments. It comes from the store associates who are allowed time to focus on customers, sharing ideas and teaching new ways to use products. This is an area where Michaels still has room to grow. Instead of “clerks” who maintain the floor, go back to the spirit of its roots when founder Mike Dupey’s vision made the stores true destinations for collaboration and creativity.
The 10-Minute Custom Framing service may be the strongest feature. It turns a phone photo into a finished gift, giving shoppers a clear reason to enter the store.
Service capacity is the main risk. Framing and fabric cutting require skilled employees. Parties, classes and the Welcome Desk place more demands on the same labor pool. These needs will often peak together on weekends and before holidays.
Michaels should add one booking and queue system across these services. Customers could reserve a place and receive an alert when staff are ready. This would turn unavoidable waiting time into browsing time. Merchandise near each service should support the customer’s mission. Framing customers could discover display accessories, while fabric customers browse project supplies. The offer should feel helpful rather than like a forced impulse zone.
Michaels should compare added purchases with wait times and queue abandonment. Reliable service can attract new shoppers, while productive browsing can improve the economics of the format.
Leaning into hands-on experiences is a smart play in an increasingly digital world. People are turning to crafts to unplug and slow down. When shoppers can try, touch, and create in store, they tend to linger, and lingering leads to bigger baskets.
This article had me at “immersive” and “customer feedback.” We talk constantly about what will actually drive traffic to stores, and Michaels seems to understand its customer and has given them a real reason to visit.
Historically, Michaels stores have felt more functional than inspiring. This new model changes that, creating an environment built around discovery, creativity and experiences that are difficult to replicate online.
The big question for me is scale. If the goal is to bring this concept across the fleet, what does the rollout plan look like?
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Having visited the new format, I found myself impressed. The model is a serious upgrade, especially compared to older stores – which tend to be functional and somewhat lacking in inspiration. But the design goes beyond cosmetics and provides a more immersive experience. Crafting is tactile and fun, and this is brought to life with vignettes at the ends of aisles and a lot more creativity in merchandising. There are also some strategic plays in segments where Michaels has an opportunity to take share – framing and party being two of them. Both areas have been given a comprehensive overhaul with deeper selections and more specialist staff. The early data suggest that the concept is producing much better numbers. However, its ability to do this across a huge and diverse chain will be the acid test.
There’s a lot to like about the new next-gen store design, from engaging displays to expanded areas for events and activities. Ultimately, success will come down to whether the new design generates better sales outcomes than previous generations.
That said, sales alone could mask just how effective the new format really is. Improved navigation and a more engaging experience may influence shopper behavior in ways that aren’t obvious from topline sales. Management should closely examine store traffic, shopper conversion rates and sales per visitor to understand whether the new format is attracting more shoppers, converting more of them into buyers and ultimately generating better results.
Michaels gets the visual merchandising fundamentals right: decompression zone at entry, tactile engagement at the Swatch Bar, and lifestyle vignettes that sell possibility rather than product. The glass-wall framing studio is genuine retail theater, turning craft into a spectacle that justifies the trip.
The real test is not the prototype. It is the rollout. Vignette merchandising lives or dies on consistent resets. Across 1,300+ stores, “inspirational” quickly becomes “neglected fixture” without disciplined visual standards AND the labor to maintain them. The Party Shop is the boldest bet. It targets a high-frequency occasion and an underserved physical destination. Executed well, it gives Michaels something Amazon cannot easily replicate: a reason to show up.
While the prose may be understandably a bit purple within the August 13 press release
Hey! cynical takes are my specialty (all I have left now is noting purple is apt for an art store)
I think it’s fair to say that if this doesn’t work, it won’t be for lack of trying; if anything, maybe it tries too hard: A welcome center stands at the front-of-store: As soon as you walk in, shoppers interact with a dedicated Welcome Desk staffed by an associate…is this really what people want? Oh, sure, people want their questions answered, and to have help at the ready, but this sounds a bit…overbearing; getting in easily, finding what is wanted, and getting out quickly is what most seek…this sounds like a potential toll gate in that process. The rest of the concepts….I’ll give their research a presumtion of validity.
As I recall, didn’t Home Depot install customer help kiosks at the front of the stores in the early 2000s? I believe they were removed because of exactly what you said: Shoppers weren’t ready to ask questions as soon as they walked in the front door.
I haven’t seen the new format in person, but the photos lend a distinct Party City vibe. Success may depend on Michaels’ ability to publicize the new direction.
This next-gen Michaels prototype reminds me a bit of the now-defunct JoAnn prototype store that once existed in Columbus, Ohio. That store also featured technology, community and learning spaces, plus impressive, highly curated departments. It opened in 2018, and it was a sad day when it closed.
Fabrics was an area where JoAnn really excelled and customers miss it. The Michael’s Swatch Bar is a cool idea, but I wonder how sewists will respond? Many want to see a large sample of the fabric to get a true feel for what their finished project will look like.
According to the press release, the goal is to make shopping at Michaels “more inspirational, engaging, and memorable” across every aisle.
Judging from the lack of creativity I’ve seen in its stores lately, that shouldn’t be too hard. But creativity in a craft store comes from more than pretty fixtures and curated assortments. It comes from the store associates who are allowed time to focus on customers, sharing ideas and teaching new ways to use products. This is an area where Michaels still has room to grow. Instead of “clerks” who maintain the floor, go back to the spirit of its roots when founder Mike Dupey’s vision made the stores true destinations for collaboration and creativity.
The 10-Minute Custom Framing service may be the strongest feature. It turns a phone photo into a finished gift, giving shoppers a clear reason to enter the store.
Service capacity is the main risk. Framing and fabric cutting require skilled employees. Parties, classes and the Welcome Desk place more demands on the same labor pool. These needs will often peak together on weekends and before holidays.
Michaels should add one booking and queue system across these services. Customers could reserve a place and receive an alert when staff are ready. This would turn unavoidable waiting time into browsing time. Merchandise near each service should support the customer’s mission. Framing customers could discover display accessories, while fabric customers browse project supplies. The offer should feel helpful rather than like a forced impulse zone.
Michaels should compare added purchases with wait times and queue abandonment. Reliable service can attract new shoppers, while productive browsing can improve the economics of the format.
Leaning into hands-on experiences is a smart play in an increasingly digital world. People are turning to crafts to unplug and slow down. When shoppers can try, touch, and create in store, they tend to linger, and lingering leads to bigger baskets.
This article had me at “immersive” and “customer feedback.” We talk constantly about what will actually drive traffic to stores, and Michaels seems to understand its customer and has given them a real reason to visit.
Historically, Michaels stores have felt more functional than inspiring. This new model changes that, creating an environment built around discovery, creativity and experiences that are difficult to replicate online.
The big question for me is scale. If the goal is to bring this concept across the fleet, what does the rollout plan look like?