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Michaels launches omnichannel custom framing experience with Architectural Digest. Digital Commerce 360 6h ago amazon walmart shopify Executive Summary The Michaels Companies expanded its omnichannel offerings with a new custom framing experience. The digital-first approach for U.S. and Canadian customers includes a 3D and augmented reality (AR) frame builder for previewing and purchasing custom frames online before pieces are finished in physical stores. The launch, which also includes more than 200 new ready-made frame [...] The post Michaels launches omnichannel custom framing experience with Architectural Digest appeared first on Digital Comm Source Lens Analyst Intelligence Research or editorial analysis that adds market context beyond the official announcement. Impact Level Use this briefing to decide whether your team needs an immediate workflow, policy, or reporting change. Key Stat / Trigger No single quantitative trigger surfaced in this report. Focus on the operational implication, not just the headline. Relevant For Brand Sellers Agencies Full coverage. The Michaels Companies expanded its omnichannel offerings with a new custom framing experience. The digital-first approach for U. S. and Canadian customers includes a 3D and augmented reality (AR) frame builder for previewing and purchasing custom frames online before pieces are finished in physical stores. The launch, which also includes more than 200 new ready-made frame styles and a curated moulding collection partnership with media giant Condé Nast's Architectural Digest brand, marks the arts-and-crafts retailer's latest push to blend its ecommerce and in-store experiences around a category rooted in in-person shopping. The Michaels Companies is No. 93 in the Top 1000 Database. That database includes Digital Commerce 360's ranking of North America's largest online retailers. Michaels is also No. 575 in Digital Commerce 360's all-new AI Rankings. That set of rankings is available in the Top 1000 Pro with AI Database. How Michaels' omnichannel custom framing experience works Nicholas Bertram, president and chief operating officer at Michaels, framed the changes as a seamless step for customers. "Framing is an art form that transforms memories and artwork into home décor, and we are making it easier and more inspiring than ever for our customers to bring their visions to life," Bertram said. "Whether shoppers are looking for a quick, trend-forward, ready-made frame or a bespoke custom piece visualized right in their living room, we are elevating every touchpoint of the framing journey." Michaels displays custom framing options. | Image credit: Michaels press release The company said customers can now use an advanced online frame builder to upload their own photos or select art from an extensive gallery, customizing everything from size and materials to matting and glazing. The framing journey will feature immersive 3D and AR capabilities, with the platform helping shoppers visualize custom pieces in real time and project them directly onto their walls by scanning a QR code with their mobile device. The retailer also noted that the omnichannel integration allows customers to start their projects online and finish them in stores. Why omnichannel options matter for Michaels Kriszta Grenyo, chief operating officer at the marketing agency Suff Digital, specializes in web design, development and growth marketing. She told Digital Commerce 360 that tools like Michaels' frame builder are allowing its website to handle pre-sales before customers walk into physical stores, opening up new opportunities to drive sales. "The store experience can effectively begin online and do the majority of the decision-making before having to ever enter the store," she said. "By the time the customer arrives at the physical location, they have already narrowed down their choices by exploring their product visually in their home." She added that Michaels' website acts almost as a lead magnet, while qualifying the customer at the same time. "For businesses that sell highly customizable products, they are able to use the website and store work as one conversion funnel rather than competing channels," Grenyo explained. AR's role in Michaels' new framing options Eric Turney is owner and sales and marketing director at The Monterey Company, where he oversees ecommerce and marketing. He said AR visualization matters because it closes a confidence gap for shoppers. "That is the hard part with made-to-order products," Turney assessed. "A customer may like the idea of a custom frame, patch, hat, medal or other personalized item, but they hesitate because they cannot fully picture the finished product." Turney believes that the more a retailer can show about the final result before the order is placed, the easier it can be for the customer to move forward. "For Michaels, the smart move is not just the 3D or AR frame builder," he stated. "It is the online-to-store blend." The AR-infused framing refresh is the most recent step in an ongoing push by the retailer to harness digital tools. Earlier this year, the craft giant introduced "Ask Mike," an artificial intelligence assistant (AI) developed by Google. And in 2025, Michaels introduced Michaels Digital Downloads, a subscription-based platform for creators to access hundreds of thousands of unlimited assets. Do you rank in its databases? Submit your data and Marketplacebeta'll see where you fit in its next ranking update. Sign up Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. 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Michaels(R) transforms framing across North America with New In-Store and digital experience. Aug 18, 2026, 12:01 ET The retailer introduces 200+ trend-forward ready-made frames, an enhanced omnichannel custom framing experience, and a debut collection curated in partnership with Architectural Digest * Expanded, trend-forward assortment of 200+ ready-made frames now thoughtfully organized by style and aesthetic, giving customers an unmatched variety of designer-inspired looks found only at Michaels. * A new, innovative 3D and Augmented Reality (AR) frame builder lets customers preview and purchase custom framing online or save their designs to complete with in-store experts. * Michaels is launching a curated collection of five mouldings in partnership with Architectural Digest, bringing high-end, editorial aesthetics directly to everyday creators and design enthusiasts alike. * Michaels is growing its same-day offerings with new 8x8 and 8x10 custom canvas prints starting at $20. IRVING, Texas, Aug. 18, 2026 /PRNewswire/ - Michaels is fueling the joy of creativity and celebration with a major in-store and digital expansion of ready-made and custom framing. Featuring over 200 new ready-made styles, a brand-new digital experience, and an exclusive partnership with Architectural Digest, the multi-faceted launch further cements Michaels' position as the framing destination for every framing need. "Framing is an art form that transforms memories and artwork into home décor, and we are making it easier and more inspiring than ever for our customers to bring their visions to life," said Nicholas Bertram, President and Chief Operating Officer at Michaels. "Whether shoppers are looking for a quick, trend-forward ready-made frame or a bespoke custom piece visualized right in their living room, we are elevating every touchpoint of the framing journey." A Reimagined Frames Department Designed to Inspire To make the in-store shopping experience more intuitive and inspirational, Michaels is refreshing its frame department with a completely revitalized, easy-to-shop layout organized by look and aesthetic. Introducing over 200 new ready-made frames, the expanded assortment lets customers effortlessly browse modern, romantic, bohemian, bold, and classic options. By combining these trend-forward styles with the trusted quality, value, and expert craftsmanship they expect from Michaels, the redesigned frame aisle transforms into the ultimate destination for home décor, printing, and photo gifting inspiration. A New Omnichannel Experience for Custom Framing Complementing the in-store transformation, Michaels is redefining the custom framing journey with an all-new, best-in-class digital experience. Customers can now use an advanced online frame builder to upload their own photos or select art from an extensive gallery, customizing everything down to size, materials, matting, and glazing. Featuring immersive 3D and AR capabilities, the platform helps shoppers visualize custom pieces in real time and project them directly onto their walls by scanning a QR code with their mobile device. This seamless omnichannel integration allows customers to start their projects online and effortlessly finish them in-store, blending digital convenience with expert in-person craftsmanship. "Our expanded framing assortment and innovative digital tools reflect our commitment to meeting our customers however and wherever they create," said Heather Bennett, President and Chief Customer Officer at Michaels. "By seamlessly blending a refreshed, style-forward in-store experience with immersive 3D and AR visualization online, we are empowering shoppers to bring their visions to life with absolute confidence." Michaels is collaborating with international design authority, Architectural Digest, to introduce exclusive frame mouldings inspired by those found in some of the world's most beautiful homes. Blending Michaels' expertise in high-quality framing with the publication's unparalleled eye for style, the collection debuts with 5 thoughtfully curated designs, with planned expansion to 15 distinctive mouldings available both in stores and online. This collaboration brings high-end, editorial aesthetics directly to everyday creators and design enthusiasts alike solidifying Michaels as the design authority. New In-Store Same-Day Printing Options Following a recent expansion of same-day framing and printing, Michaels is making personalized decor and gifting faster and easier than ever. Customers can now create same-day custom canvas prints in 8x8 and 8x10 formats - starting at just $20 - turning photos into ready-to-display art in a single visit. Later this year, Michaels will also introduce a new custom 3D acrylic photo ornament, creating a personalized same-day giftable keepsake for the holidays. With this next wave, Michaels is continuing to build a full-service framing destination where customers can upload, print, personalize, and frame their memories the very same day. Customers can explore personalization and Custom Framing options at their local Michaels or online at MichaelsCustomFraming.com and Michaels.ca. About The Michaels Companies, Inc. At The Michaels Companies, Inc., our purpose is to fuel the joy of creativity and celebration. As the leading destination for creating and celebrating in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit www.michaels.com. SOURCE The Michaels Companies, Inc.

Michaels pilots new store format with rewards-only checkout. Michaels has launched a redesigned store format at three locations, organising departments around customer projects and adding a self-checkout lane reserved for rewards members. Renascence Newsdesk What happened. Michaels has opened a new store format at three of its locations, introducing revamped department layouts, expanded personalization services, and a self-checkout lane reserved exclusively for members of its rewards programme. According to Retail Dive, the redesigned stores also feature dedicated shop-in-shop areas for activities such as knitting, sewing and party planning, reflecting a shift toward organising the retail floor around customer projects and occasions rather than product categories alone. The pilot marks a departure from Michaels' traditional big-box arts-and-crafts layout, signalling an effort to make the in-store experience feel more curated and service-led, while using loyalty status as a lever to shape queuing behaviour at checkout. Why it matters. Reorganising a store around what customers are trying to accomplish - knitting a garment, sewing a costume, planning a party - rather than around SKUs is a meaningful service-design move. It reduces the cognitive load of navigating a large-format store and can shorten the path between inspiration and purchase, particularly for hobbyist and project-based shoppers who often need guidance, not just product. The rewards-only self-checkout lane is the more interesting behavioural signal. It converts a loyalty programme from a discount mechanism into a tangible convenience privilege, giving members a visible, immediate reason to opt in beyond points accumulation. For CX and loyalty teams, it's a reminder that status perks tied to friction reduction - skipping a queue, saving time - can be more motivating than incremental savings. The Renascence take. The retail commentary will likely focus on the aesthetics of the new layout. The more instructive detail is the exclusivity built into the checkout experience itself. Most loyalty programmes compete on price, which is the weakest lever behavioural science offers - discounts are easily matched and quickly forgotten. Gating a faster checkout behind membership instead monetises time and effort, two things customers feel in the moment and remember. It also does something subtler: it makes non-members visibly experience the absence of a benefit, which is a far stronger enrolment nudge than an email offering ten percent off. Retailers experimenting with project-based store zones should pair that redesign with exactly this kind of tiered friction - reward loyalty with less effort, not just lower prices, and test whether the queue itself becomes the pitch. This briefing was written by the Renascence newsdesk, synthesising reporting from the outlets below. Follow the links for the original coverage. Questions Renascence get on this topic. Michaels has introduced the redesigned format at three of its locations as a pilot, according to Retail Dive. More in Marketing Stay ahead of CX Get the signal, not the noise. The stories shaping customer experience - plus the Journal and Experience Loom - in your inbox.