The retailer, headquartered in Irving, Texas, is shifting its in-store layout to organize inventory by aesthetic—such as romantic, bohemian, and classic—rather than traditional categories. This redesign aims to simplify the shopping journey, turning the frame aisle into a destination for home decor inspiration rather than a utilitarian hardware shelf.

Digital integration serves as the backbone of this expansion. The new online tool allows customers to upload photos or select art, adjusting matting and glazing through a 3D interface. By scanning a QR code, users can project their custom designs onto their walls using AR, effectively bridging the gap between digital planning and in-store craftsmanship. This omnichannel approach is reinforced by the debut of the Architectural Digest x Michaels collection, which launches with five curated mouldings, with plans to expand to 15 distinct styles.

Beyond luxury aesthetics, the company is doubling down on speed. Michaels has introduced same-day custom canvas prints in 8x8 and 8x10 formats, starting at $20, and plans to roll out 3D acrylic photo ornaments later this year. According to Nicholas Bertram, President and COO, the strategy focuses on elevating every touchpoint, from quick-purchase ready-made frames to bespoke, visualized projects.