The Michaels Companies is augmenting its online presence with the launch of Michaels Digital Downloads, a subscription-based platform for creators to access hundreds of thousands of unlimited assets.
Digital Downloads is a partnership with Creative Fabrica, which specializes in the digital downloading of crafts. According to Michaels, through this new platform, U.S. creators will gain access to over 150,000 digital assets, including fonts, illustrations, PNG image files, 3D paper craft designs, laser cutting files, knitting patterns, embroidery patterns and more.
The Michaels Companies is No. 100 in the Top 2000 Database. That database includes Digital Commerce 360’s ranking of North America’s largest online retailers. Digital Commerce 360 projects The Michaels Companies’ total web sales in 2025 will reach $1.06 billion.
Michaels web sales by year
Why Michaels is launching a digital assets subscription
“Insights from our most passionate creators revealed that 70% were eager for a digital platform from Michaels, and this partnership is the perfect step forward,” said Heather Bennett, president at Michaels, in a company press release. “As we continue to innovate to support our customers’ creative passions, we’re excited to deliver a seamless and convenient digital download experience that sparks inspiration and fuels the joy of creativity.”
Bennett touted Digital Downloads as the right step toward making Michaels an omnichannel company.
This is not the first foray by the company into the digital space. In 2023, Michaels launched MakerPlace, an online marketplace for sellers of crafts, classes, and how-to guides in the craft space. Upon its launch, MakerPlace was positioned as a competitor to Etsy Inc.
Digital Downloads marks a new major new initiative launched under the leadership of new CEO David Boone, who previously served as interim CEO at Essendant, a business and industrial supplies distributor. Last fall, he also spoke at Digital Commerce 360’s EnvisionB2B event.
What Michaels has to gain from Digital Downloads
Shama Hyder, the CEO and founder of the B2B tech public relations agency Zen Media, said Michaels is making the right move at the right time.
“Digital transformation is no longer optional — it’s survival,” Hyder stated, adding that the new platform isn’t just another product launch — it’s Michaels building an ecosystem to compete in the creator economy landscape. The firm found in its own research that “70% of passionate creators wanted a digital platform from Michaels.”
Thus, Michaels is responding directly to customer demand, rather than chasing Etsy blindly.
However, Hyder also says there are compelling B2B implications and ripple effects that the new program will illuminate.
“They’re connecting over 30,000 designers with commercial licensing opportunities through this platform — creating a new revenue channel for creative professionals while solving a major pain point,” Hyder said, adding that what she believes makes this truly disruptive is the physical plus digital integration.
“Etsy can’t match Michaels’ 1,300-store footprint,” she explained. “The in-store marketplace pilot gives digital-first businesses physical retail exposure, addressing one of the biggest challenges small businesses face. For businesses, Hyder said, the digital downloads create immediate opportunities to position themselves within Michaels’ ecosystem.”
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