Michaels

“Commercehub and Channeladvisor [now Rithum] provide valuable integration tools and services that supplement our full-service Seller Portal and direct APIs, enabling a smooth onboarding for high-quality marketplace sellers to list their products and sell on Michaels.com.”

Jason Brenner
Senior Vice President at Michaels

The Situation

Michaels is the largest arts and crafts retail chain in North America. In addition to their retail outlets, The Michaels Companies also own multiple brands that allow them to collectively provide arts, crafts, framing, floral, home décor, and seasonal merchandise to hobbyists and do-it-yourself home decorators. Michaels believes anyone can make, and they’re on a mission to inspire and encourage everyone to unleash his or her inner maker.

The Solution

To support the company’s e-commerce ambitions and its ability to better serve customers online, Michaels and Rithum established an online marketplace integration partnership.

The Results

The partnership supports the Michaels.com online marketplace, providing millions of consumers access to an even more expansive, curated assortment of products and an exceptional customer experience, powered by Rithum.

The new specialty arts and crafts marketplace provides Michaels.com customers with a vast, curated assortment of over 750,000 new items selected to meet the expectations for quality, creativity, and inspiration that Michaels has delivered on for fifty years. Michaels is planning to add new sellers in categories including arts and crafts supplies, candle and soapmaking, leather and woodwork, baking, tools and tech, yarn, stitchery, kids, toys, education, journaling, seasonal products and more.

To quickly and easily scale its marketplace product assortment, Michaels has created a full-service Seller Portal and is leveraging Rithum marketplace solutions as an integration partner, including supplier onboarding tools and APIs that can streamline the connection of tens of thousands of brands on its network to the new marketplace. Additionally, Rithum generates awareness and engagement across their extensive combined network of brands with marketing capabilities that support the ongoing expansion of curated sellers to the Michaels marketplace.

“Our Michaels.com marketplace aims to deliver not only an expanded assortment of the high-quality products our customers are looking for in a seamless shopping experience, but also a best-in-class experience for our gated set of marketplace sellers,” says Jason Brenner, Senior Vice President at Michaels.

Rithum was formed following the 2022 merger of CommerceHub and ChannelAdvisor, creating a significantly expanded network of over 40,000 retailers and brands, and a portfolio of solutions and services enabling networked commerce for global businesses. Michaels leverages Rithum’s capabilities to increase efficiently curated product assortment, enabling profitable e-commerce growth for Michaels and the brands it works with, as well as increasing opportunities to delight customers.

“CommerceHub and ChannelAdvisor [now Rithum] provide valuable integration tools and services that supplement our full-service Seller Portal and direct APIs, enabling a smooth onboarding for high-quality marketplace sellers to list their products and sell on Michaels.com,” Brenner adds.

Rithum recognizes the commitment Michaels makes to delivering exceptional customer experiences, and supports this with innovative technology, built on an extensive commerce network, to reduce friction for more brands to participate in the marketplace. This enables Michaels to easily launch and scale new products and increases their agility in responding to what their customers want, when they want it.