Michaels Expands Baking and Entertaining Categories

Michaels Stores recently launched two new private label brands, Makery and Ashland Kitchen, seeking to fill the void left by the demise of Party City and Joann. The lines have over 700 new SKUs combined across cooking, baking, and entertaining.

Ashland Kitchen and Makery

Makery is all about bakeware, kitchen tools and decorating, whereas Ashland Kitchen focuses on functional pieces like cake stands, charcuterie boards, mini timers, and ceramic measuring cups. Likewise, brands Sweet Street and Bakell have expanded their product assortment at the retailer.

Unlike Joann, Michaels Stores have a wider mix of product categories, which encourages customers multiple reasons beyond crafting to visit its stores. Michaels has also increased its inventory of balloons and other party supplies, as well as doubled down on in-store events for kids and adults alike, including birthday parties and private events.