Michaels pilots third-party handmade marketplace in stores

The Michaels Companies is taking its battle for Etsy's turf into brick-and-mortar space. 

In November 2023, the specialty arts & crafts retailer formally introduced MakerPlace by Michaels, an online marketplace offering handmade goods, artist-led classes, how-to guides, and access to Michaels’ assortment of supplies and componentry.

Since February 2024, Michaels  has been piloting an in-store version of MakerPlace by Michaels in seven stores across North Carolina, Florida, Missouri, Illinois, Utah, Louisiana, and Massachusetts, with the next pilot scheduled for March 23, 2024.

Select MakerPlace sellers will be invited to sell directly to customers via their local Michaels Store, creating a new opportunity to drive exposure and sales for their independent handmade businesses. Michaels in-store customers will be able to shop across MakerPlace categories like home décor and accents, fine art, and woodwork. 

The rollout of MarkerPlace, both online and in-store, follows Michaels’ February 2023 introduction of a third-party digital marketplace featuring more than 750,000 curated products from selected sellers. 

By offering a marketplace for buying and selling handmade goods,  is competing with handmade e-commerce pioneer Etsy, as well as similar platforms operated by retailers including Amazon and 1-800-Flowers.com. 

"We launched MakerPlace by Michaels with the goal of becoming the best place for handmade sellers and their customers," said Ashley Buchanan, CEO at Michaels. "Our latest efforts, including our first brand campaign and an in-store selling pilot, are just the beginning of what we have planned to deepen our support for the independent handmade community. MakerPlace, together with our stores and expanded ecommerce assortment, enable Michaels to be the true one-stop-shop to support handmade sellers along every step of their creative journey. We’re grateful to the MakerPlace sellers and customers who have been with us from our early beta and look forward to continuing to grow together." 

Based in Irving, Tex., The Michaels Companies Inc. operates 1,290 stores in 49 states and Canada, and online at Michaels.com and Michaels.ca. The Michaels Companies also owns Artistree, a manufacturer of custom and specialty framing merchandise.