Michaels has launched two new in-store experiences, The Knit & Sew Shop and The Party Shop, now available in all stores across Canada, the company announced this week.
The new shop-in-shops feature expanded product assortments and services in the yarn, sewing, and party categories. Michaels said the additions build on its earlier expansion of party offerings and the acquisition of the intellectual property and private label brands of JOANN earlier this year.
“The launch of The Knit & Sew Shop and The Party Shop at Michaels is a transformative step forward on our mission to become the go-to destination for fueling creativity and celebration,” said David Boone, chief executive officer at Michaels. “We are proud to offer an unmatched experience for creating and celebrating through our expansive product assortments, enhanced services, lower price points, and seamless in-store and online shopping options.”
The Knit & Sew Shop
Now featured in 138 stores across Canada, The Knit & Sew Shop offers a curated assortment of yarn, threads and sewing supplies. Michaels said the expanded selection includes brands such as Big Twist®, which will be available in stores by the end of October.
To meet customer demand, Michaels has increased in-store space for its sewing and yarn sections and plans to grow its yarn selection by 25 per cent this year. The company is adding hundreds of new skeins, including new and returning brands, and has introduced Gütermann® threads, sewing machines from Singer and Brother, beginner needle-crafting kits, and other sewing notions.
The Party Shop
The Party Shop includes more than 700 new products across all Michaels stores. The expanded section features custom balloon bundles, themed paper goods, balloon arch kits and other party supplies. A dedicated Balloon Bar in each store offers latex and foil balloons, including customizable options for various occasions.
Michaels said its party supplies start at $2.99 and include exclusive themes such as rodeo, bows, milestone birthdays and a blue gingham line with a nostalgic design.
Birthday party pricing reduced
The retailer has also lowered its in-store birthday party prices, reducing the starting cost from $299 to $149. According to Michaels, this change makes it easier for parents to host creative, stress-free celebrations.
All parties include a guided craft led by a Party Captain and a range of themed options. So far in 2025, Michaels has hosted more than 4,200 birthday parties, serving over 36,000 children.
In June, Michaels announced the acquisition of the intellectual property and private label brands of JOANN, including the development of the beloved Big Twist brands as part of the Michaels portfolio.
At the time, Michaels said it is expanding its fabric, sewing, and yarn assortment, adding over 600 products across new and existing brands, including sewing and quilting supplies, fabric, yarn, specialty threads, sewing machines, and more. The acquisition and expanded product assortment reflect progress as Michaels continues to reimagine the customer experience to become the go-to destination for fueling creativity and celebration.
“We’re honored to have the opportunity to welcome JOANN customers into our creative community and are committed to delivering the selection, value, and inspiration they are looking for at Michaels,” said Boone. “This acquisition allows us to better serve both new and existing customers, respond to rising demand across categories, and build on our momentum as the destination for creating and celebrating in North America.”
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