Michaels Stores doing business as Michaels, is the largest American arts and crafts retailer.
In addition, it operates wholesale business under the Darice brand name; and operates e-commerce platform. As of January 28, 2017, it owned and operated 1,223 Michaels retail stores in 49 states of the United States, as well as in Canada; 109 Aaron Brothers stores in 9 states; and 35 Pat Catan’s stores. In addition, Michaels Stores, Inc. produces private brands, including Recollections, Studio Decor, Bead Landing, Creatology, Ashland, Celebrate It, Art Minds, Artist’s Loft, Craft Smart, Loops & Threads, Make Market, Foamies, LockerLookz, Imagin8, and Sticky Sticks.
The average Michaels store now contains 40,000 different products in 18,200 square feet of selling space. The stores sell a selection of arts, crafts, framing, floral, wall decor, bakeware, beads, scrapbooking and seasonal merchandise for hobbyists and do-it-yourself home decorators.
Michaels sells a variety of arts and crafts products, including scrapbooking, beading, knitting, rubber stamping, home decor items, floral items, kids’ crafts, paints, framing, greenery, baking and many seasonal items. Michaels produces 10 exclusive private brands sold throughout its stores including Recollections, Studio Decor, Bead Landing, Creatology, Ashland, Celebrate It, Art Minds, Artist’s Loft, Craft Smart and Loops & Threads. In April 2007, Martha Stewart teamed up with Michaels to launch a line initially available exclusively at Michaels called “Martha Stewart Crafts”. The line features over 650 different products for the craft enthusiast. In May 2010, Michaels was the first retailer to feature Chef Duff’s Duff Goldman Collection in its store. The baking line features more than 70 products including fondant, sprinkle sets, color spray, cake tattoos and color paste.