Michaels underscores its lifestyle-focused evolution in a new partnership with potter and designer Jonathan Adler that is launching a collection of craft, home décor and housewares items.
Michaels’ Jonathan Adler housewares assortment features tableware, including glassware, dinnerware, serving and related products that offer vivid colors and novel designs. The product range includes items such as a set of four 10-inch red and white pattern melamine plates for $24.99, a set of six acrylic tumblers in as many colors for $26.99 and nine-inch pink and gold serving tongs for $7.99.
Michaels offered a similar range of housewares and home decor products early this year as part of its spring collection. The initiatives come at a time when competitors in the lifestyle space that previously offered seasonal and unique items to update domestic environments have left the marketplace, as in the recent case of Joann.
As Michaels characterizes it, the collaboration brings Adler’s favorite colors, patterns and pieces into a single, accessible destination for consumers. By blending high-style design with creative exuberance, the partnership can appeal to the tastes of everyone from ‘mid-century mavens’ to West Coast bohemians, Michaels maintained.
In terms of design focus, Michaels identified as two important elements in the collaboration: Modern Glamour Entertaining, which the company described as producing bold table settings and unique statement pieces to provide a leveled-up aisle of partyware and décor; and Signature Home Accents that help consumers elevate their spaces with decorative frames and home décor accents featuring signature Adler patterns designed for instant style or further personalization.
Products developed in the partnership with Adler already are posted on michaels.com. Consumers can shop the Jonathan Adler x Michaels lineup beginning on April 17 in the company’s namesake stores and online at michaels.com and michaels.ca.
“We are thrilled to complement Michaels’ robust assortment with the signature style of Jonathan Adler,” said Stacey Shively, Michaels chief merchandising officer. “By bringing Jonathan’s distinctive design voice to Michaels at accessible price points, we are delivering on our commitment to offering customers newness, inspiration and elevated creative experiences that blend bold design with the personalization and value they expect from us.”
