Michaels adds another chapter to scrapbooking
By Lauren Kellachan -- Playthings, 7/14/2003 10:57:00 AM
Preserving memories is a big business that Michaels crafts stores hopes to collect on with two experimental Recollections scrapbooking stores opening this summer. The fact that the whole scrapbooking phenomenon, rooted in the arts and crafts category, has taken on a life of its own, is a driver in this strategy.Nestled in a Frisco, Texas suburb, the first Recollections outlet recently opened and boasts "a neighborhood feel quite unlike its craft mass merchant counterpart," Michaels spokesman Tom Clary tells playthings.com.
The idea of dedicating an entire store to scrapbooking came from extensive research and development that found over 2,000 such specialty stores throughout the United States and North America. Thus, he believes Recollections is a great business opportunity and logical extension of the Michaels chain.
Unlike Michaels regular inventory of 35,000-40,000 SKUs, Recollections carries roughly 10,000 SKUs in a smaller setting that lends itself to a more hands-on approach. Staffed with experts in scrapbooking, Recollections is intended not only as a resource for supplies but for people to use as a source of knowledge and information about scrapbooking techniques.
To further emphasize staff expertise, plans include conducting special classes with all the equipment and supplies needed to turn treasured baby, prom and graduation memorabilia into cherished keepsakes. Michaels has gone to great lengths to come up with a layout and lighting and design scheme that complements the community aspect and fosters a learning environment, Clary says.
A second store will open late this summer in Dallas. "We will have both stores run for awhile and will tinker and tweak as it appears to be needed," he says. "Once we feel we know what we need to do, there are plans to roll out Recollections on a larger scale outside of the Dallas area," Clary adds.
(Look for the summer issue of Playthings magazine to learn even more about the evolving arts and crafts category.)
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