Michaels
Michaels is a North American specialty retailer focused on arts, crafts, framing, seasonal merchandise, and do-it-yourself creative supplies.
Last updated August 31, 2026
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Overview
Michaels is an American arts-and-crafts retail chain and the principal operating brand of The Michaels Companies. Its stores serve hobbyists, makers, artists, teachers, families, event planners, and do-it-yourself home decorators. The assortment spans craft materials, art supplies, yarn and needlework, floral products, home décor, seasonal merchandise, baking supplies, children's craft products, framing, and related storage and organization goods. Michaels also sells a substantial range of private-label merchandise, including brands such as Recollections, Studio Decor, Bead Landing, Creatology, Ashland, Celebrate It, Art Minds, Artist's Loft, Craft Smart, Loops & Threads, and Make Market. The chain began in Dallas in 1973, when Michael J. Dupey converted an underperforming Ben Franklin five-and-dime store into an arts-and-crafts retailer. The concept expanded through additional stores and acquisitions. Dallas businessman Sam Wyly acquired a controlling interest in 1982, when the chain had 11 locations. Michaels subsequently became publicly traded, expanded through acquisitions of regional craft retailers, and developed a national store network. Important additions included Treasure House Crafts, Oregon Craft & Floral Supply, H&H Craft & Floral, Leewards Creative Crafts, and Aaron Brothers Holdings, a specialty framing and art-supply retailer. Michaels was taken private in 2006 in a transaction led by Bain Capital and The Blackstone Group. It returned to the public markets in 2014 under the newly formed Michaels Companies, but was again taken private after Apollo Global Management agreed to acquire the company in 2021. The retailer has continued operating as a large-scale specialty chain under private ownership. Custom framing is a significant part of the brand proposition. Michaels stores have historically included Aaron Brothers Custom Framing operations, while the broader Michaels Companies portfolio has also included Artistree, a manufacturer of custom and specialty framing products. Michaels offers in-store and online framing services, including options for customers to upload images, select dimensions and materials, and choose frames and mats. The company has also extended its business beyond conventional stores. Michaels Marketplace, launched in 2023, uses third-party sellers to broaden the selection available on Michaels.com, while MakerPlace by Michaels is oriented toward handmade products from individual creators. In the early 2020s, Michaels tested a redesigned store format featuring inspiration hubs, maker-space areas, and self-service pickup lockers. In 2025, the chain pursued opportunities in party supplies and fabrics as Party City and Jo-Ann Stores reduced their retail footprints through bankruptcy-related closures and restructuring. Michaels therefore combines a mass-market craft assortment with services, private labels, digital commerce, educational inspiration, and selective expansion into adjacent hobby categories.
History
Michaels originated in Dallas in 1973, when businessman Michael J. Dupey transformed a money-losing Ben Franklin five-and-dime store into a shop devoted to arts and crafts. The conversion established the central retail idea that later defined the company: offer a broad range of materials for personal projects in a conventional store environment rather than serving only professional artists or specialist hobbyists. The business expanded during the late 1970s and early 1980s. In 1982, Dallas businessman Sam Wyly bought a controlling interest in Michaels. At that point, the chain had 11 stores and annual revenue of approximately $10 million according to historical accounts cited by the company's Wikipedia article. Michaels became publicly traded in 1984 under its parent structure, operating 16 stores. During the following decade it expanded both organically and through acquisitions of regional and specialty craft retailers. The acquisition program broadened Michaels' geographic reach and merchandise capabilities. In 1994, Michaels acquired craft businesses in the Pacific Northwest, including Treasure House Crafts, Oregon Craft & Floral Supply, and H&H Craft & Floral. It also acquired Leewards Creative Crafts, a 101-store chain with locations in Midwestern and Northeastern markets. In 1995, Michaels Stores acquired Aaron Brothers Holdings, a specialty framing and art-supply business. Aaron Brothers later became associated with Michaels' custom-framing proposition. By 1996, the company had reached 450 stores and reported sales of $1.24 billion, as described in the cited historical material. Michaels continued its national store rollout and opened its 1,000th location in 2008. In 2006, Bain Capital and The Blackstone Group acquired Michaels Stores in a transaction that took the company private. Under private-equity ownership, the business continued developing retail partnerships, private-label products, framing, seasonal merchandise, and digital resources. A notable brand collaboration began in 2007, when Michaels and Martha Stewart launched Martha Stewart Crafts, an online resource combining project instructions, do-it-yourself guidance, and craft products. In 2010, Michaels partnered with chef and television personality Duff Goldman on a baking-oriented collection that included fondant, sprinkles, color sprays, cake tattoos, and color paste. The company faced a significant information-security incident in 2011. Michaels and Aaron Brothers reported that debit-card terminals in 20 states had been compromised. Customers who made PIN-based purchases during the affected period were warned that their information might have been exposed, and a class-action lawsuit followed. The incident became one of the more important risks associated with the retailer's pre-digital operating history. Michaels prepared for another public offering in 2012. Reports described a planned offering of common stock and a possible New York Stock Exchange listing, but the process was put on hold indefinitely after chief executive John Menzer suffered a stroke. During his absence, a temporary office of the CEO was formed. Chuck Rubin was appointed CEO in February 2013, ending that interim arrangement. In June 2014, Michaels became a public company through the newly formed Michaels Companies. The corporate structure placed the Michaels chain alongside related operations, including Aaron Brothers Custom Framing and Artistree, a manufacturer of custom and specialty framing merchandise. The company remained a major North American specialty retailer while expanding its online presence and private-label portfolio. Ashley Buchanan became CEO in 2020. That year, Michaels tested a new store concept at two Texas locations. The format used a more open layout, inspiration hubs intended to help customers discover projects, dedicated maker-space areas for instruction, and lockers for self-service pickup of online orders. The company indicated that elements of the concept could be incorporated into new and renovated stores, including Canadian locations. A Regina, Saskatchewan store later became the first Canadian location to adopt the format after reopening following a fire. In March 2021, Apollo Global Management agreed to acquire The Michaels Companies, taking the retailer private again. Michaels continued to operate as the group's principal consumer-facing brand. In 2023, it launched Michaels Marketplace, a third-party platform intended to widen the online assortment while maintaining separate positioning for MakerPlace by Michaels, which focuses on handmade goods sold by individual creators. By 2025, Michaels was also pursuing adjacent categories, including party supplies and fabrics, as the bankruptcy-related store closures of Party City and Jo-Ann Stores created openings in those markets. The modern Michaels business therefore combines a large physical-store network, custom framing, private-label goods, online marketplaces, project inspiration, and category expansion around the broader maker and do-it-yourself economy.
- 2025
Expansion into party supplies and fabrics
[1]Michaels pursues category opportunities in party goods and fabrics following competitor closures and retrenchment.
- 2023
Michaels Marketplace launches
[1]Michaels expands its online assortment through a third-party seller marketplace.
- 2021
Apollo agrees to acquire Michaels
[1]Apollo Global Management agrees to acquire The Michaels Companies and take it private.
- 2020
New store concept is tested
[1]Michaels pilots inspiration hubs, maker spaces, and pickup lockers at Texas stores.
- 2014
The Michaels Companies becomes public
[1]Michaels returns to public-company status under the newly formed Michaels Companies.
- 2013
Chuck Rubin becomes CEO
[1]Chuck Rubin is appointed chief executive after an interim leadership arrangement.
- 2011
Payment-card security incident
[1]A debit-terminal compromise affects Michaels and Aaron Brothers locations in 20 states.
- 2008
The 1,000th store opens
[1]Michaels reaches a major physical-store milestone with the opening of its 1,000th location.
- 2007
Martha Stewart Crafts launches
[1]Michaels and Martha Stewart introduce a craft-content and product initiative.
- 2006
The company is taken private
[1]Bain Capital and The Blackstone Group acquire Michaels Stores.
Products and positioning
A broad, accessible, mass-market destination for arts, crafts, framing, seasonal projects, and do-it-yourself creativity, combining physical stores with digital commerce, instructional inspiration, custom services, and private-label merchandise.
Craft materials
Arts and craft supplies
Michaels sells a broad assortment of materials for paper crafts, scrapbooking, stamping, painting, jewelry making, knitting, crochet, floral projects, model-making, and other hobbies. The range is designed to support both individual projects and classroom or group activities.
Framing services
Custom framing
Custom framing is offered through Michaels stores and the Aaron Brothers framing concept. Customers can frame artwork, photographs, documents, and objects by selecting frame styles, mats, dimensions, glazing, and other finishing options. Online tools also support image upload and customization.
Private-label merchandise
Private-label craft brands
Michaels operates a portfolio of private labels covering different craft and décor needs. Named brands include 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.
Craft collaboration · 2007
Martha Stewart Crafts
Introduced in 2007, Martha Stewart Crafts combined project guidance and online do-it-yourself content with craft products marketed through Michaels. The initiative linked celebrity lifestyle content to hands-on creative projects.
Baking and cake decorating · 2010
Duff Goldman Collection
The Duff Goldman Collection, introduced through a Michaels partnership in 2010, focused on cake decorating and baking projects. Its assortment included products such as fondant, sprinkle sets, color spray, cake tattoos, and color paste.
Online marketplace · 2023
Michaels Marketplace
Michaels Marketplace is a third-party seller platform on Michaels.com. It broadens the assortment with products such as art supplies, yarn, frames, and classroom materials. It is distinct from MakerPlace by Michaels, which is intended for individual creators selling handmade goods.
Creator marketplace
MakerPlace by Michaels
MakerPlace by Michaels is an online platform associated with Michaels that is oriented toward handmade products and individual makers. Its creator-focused positioning distinguishes it from Michaels Marketplace, which is designed for brands, distributors, and other third-party commercial sellers.
Controversies
2011
Debit-card terminal compromise
Michaels and Aaron Brothers reported a compromise involving debit-card terminals in 20 states. Customers who used PIN-based transactions during the affected period were notified that their information could have been exposed, and a class-action lawsuit was filed in New Jersey.
Marketing campaigns
- 2010Duff Goldman Collection
United States
Michaels promoted a Duff Goldman baking collection featuring cake-decorating and baking materials.
Outcome. Extended the Michaels assortment into celebrity-associated baking and cake projects.
- 2007Martha Stewart Crafts
United States
Michaels partnered with Martha Stewart on an online resource containing do-it-yourself instructions, project ideas, and related craft products.
Outcome. Expanded Michaels' content and product proposition through a high-profile lifestyle collaboration.
Brand decisions
2025
Enter adjacent party and fabric categoriesStrategyBackground
Bankruptcy proceedings and store closures affecting Party City and Jo-Ann Stores created vacant retail space and category opportunities.
Action taken
Michaels moved to expand its presence in party supplies and fabrics.
Aftermath
The move broadened Michaels' exposure to adjacent hobby, celebration, and sewing-related markets.
2023
Launch Michaels MarketplaceProduct launchBackground
Michaels sought to increase online assortment without relying solely on inventory owned and fulfilled through its traditional retail operation.
Action taken
The company launched a third-party marketplace for brands, distributors, and resellers.
Aftermath
Michaels expanded its digital assortment while maintaining a separate handmade-creator proposition through MakerPlace by Michaels.
2021
Accept Apollo acquisitionM&ABackground
The Michaels Companies was a public specialty-retail group operating the Michaels chain and related businesses.
Action taken
Apollo Global Management agreed to acquire The Michaels Companies and take it private.
Aftermath
Michaels continued as the principal operating brand of the privately held Michaels Companies.
2020
Pilot a new store formatStrategyBackground
Michaels sought to make stores more experiential and connect physical shopping with online fulfillment.
Action taken
The company tested open layouts with inspiration hubs, maker spaces, and self-service pickup lockers at two Texas stores.
Aftermath
The company indicated that elements could be used in future new and renovated stores, including Canadian locations.
2014
Return to the public marketsStrategyBackground
After the earlier IPO delay, Michaels reorganized under a newly formed parent company.
Action taken
The Michaels Companies brought Michaels back to public-company status.
Aftermath
The parent company operated Michaels and related framing and manufacturing businesses as a public group.
2012
Suspend proposed initial public offeringStrategyBackground
Michaels prepared a large retail-sector IPO while carrying substantial debt, but CEO John Menzer suffered a stroke during the process.
Action taken
The proposed public offering was placed on hold indefinitely.
Aftermath
Leadership responsibilities were handled temporarily before Chuck Rubin became CEO in 2013.
2006
Accept private-equity acquisitionM&ABackground
Michaels was acquired after operating as a publicly traded retailer.
Action taken
Bain Capital and The Blackstone Group purchased Michaels Stores and took the company private.
Aftermath
The company operated under private-equity ownership until its later public-market return.
Recent events
ImpressArt wins Michaels partner of the year award[3]
Reported:
ImpressArt was awarded partner of the year in the general crafts category by Michaels, which operates in the United States and Canada.
Sources3 sources
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