Michaels Expands Knit & Sew Shop with 1,600 New Products, In-Store Events
Event summary
- Michaels expanded its Knit & Sew Shop to over 1,200 stores, adding 1,600 new products across fabric, yarn, sewing, and needlecraft.
- Fabric is now available in nearly 90% of Michaels stores, with over 400 new fabric products introduced.
- The company launched new shop-in-shop experiences for Big Twist and DMC Embroidery Threads.
- Michaels is hosting a month-long lineup of in-store events, classes, and community meet-ups to celebrate National Sewing Month.
- Teach the World to Sew Day is scheduled for September 19, 2026, offering free hands-on sewing experiences.
The big picture
Michaels' expansion of its Knit & Sew Shop aligns with the broader trend of consumers embracing hands-on, analog hobbies. By investing in product variety, in-store experiences, and community-building events, Michaels aims to solidify its position as the leading destination for creativity and celebration in North America. The company's strategic focus on making crafts more approachable could attract a wider demographic, potentially driving sustained growth in an increasingly competitive retail landscape.
What we're watching
- Customer Engagement
- Whether Michaels' expanded in-store events and classes will successfully attract and retain customers in the long term.
- Product Differentiation
- How the introduction of exclusive brands like Big Twist and DMC will position Michaels against competitors in the craft supplies sector.
- Market Trends
- The pace at which the resurgence of analog hobbies will continue to drive growth in Michaels' core categories.