Jonathan Adler at Michaels

Where reach meets design, with yet another new audience …

Source: Michael’s

First came the Joann story. A fabrics giant going out of business, saved by the craft retailer Michaels with "The Knit & Sew Shop" store-within-a-store concept we’ve seen work over and over again. Michaels became the hero, and the knitting/sewing community never lost its destination/home. The hobbyists breathed a collective sigh of relief, and Michaels gained a new audience.

Now comes Jonathan Adler. Another new audience, ripe to enter the Michaels stores as well.

The master craftsman is collaborating with Michaels on a line of his signature pieces: home decor, entertaining items, and craft kits. The standout is of course his pottery but this time many of the sculptures and vases are items you have to finish yourself. Crafts! You're not buying finished art but you are buying the experience of creating it yourself.

Source: Michaels

This is Michaels after all. From a strategy standpoint, this collab is textbook smart.

Michaels has over 1,300 stores and a loyal, purposeful customer base who show up to buy materials in order to create. Affordable and high value. Giving new reasons to visit is always a goal of brick and mortar.

Jonathan Adler has a distinct aesthetic and a devoted following, but limited physical footprint and high price points. His pieces can feel out of reach for many, not only in accessibility but also affordability.

Put them together and you get reach + traffic + design + accessibility. Oh, and desire. One lifts the other.

This is especially true of the craft kits because they close the gap between "I can't afford Jonathan Adler" and "I can make Jonathan Adler myself” which taps right into the Michaels’ customer mindset.

Source: Michaels

That’s collaboration with participation. Early sales seem to be proving the point. I guess the math is working too.

What's your experience? JIM