Michaels leverages HGTV stars to boost traffic

Gina Acosta
Executive Editor
Gina Acosta profile picture

Leading arts and crafts retailer Michaels is teaming up with two popular HGTV stars on an effort to drive shopper traffic.

The retailer is launching its first-ever custom frame program with HGTV's Scott brothers who have highly rated shows on the network.

"We are thrilled to expand our assortment of custom frames to include designs from Jonathan and Drew Scott. The Scott Living custom frames have everything from meticulous detailing to quality finishes, making the program so versatile anyone can find a piece to complement their space beautifully," said Steve Carlotti, Michaels EVP of Marketing.

The partnership is sure to drive Michaels' customer traffic and framing revenue, which has been lagging in recent financial quarters.

The Scott brothers collaborated on the designs, drawing on their personal aesthetics and pulling inspiration from rich natural materials. The result is a range of nearly four dozen stunning options, spotlighting unique wood grain, shagreen and pebbled textures, refined stone, and satiny slate. Many of the finishes are paired with metallic accents that range from bold solids to seemingly-hand painted accents in gold, silver, bronze and copper tones, and more.

"Drew and I are constantly on the search for inspiration that we can translate into unique and approachable home décor stories," said Jonathan. "And, our program with Michaels provides the perfect framework to showcase these influences while celebrating the discoveries of others." Drew adds, "It's a treat to be working with Michaels as its custom framing craftsmanship has always been best in class, and we believe the Scott Living custom frames add a special new dimension to the existing assortmet and aesthetic."

The Michaels Companies operates 1,371 stores in 49 states and Canada.