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Michaels' Recollections

Art and hobby chain to launch scrapbook retail business

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Michaels Stores Inc. (Irving Texas) has announced the launch of a new scrapbooking retail business, to debut by summer.

The company says the stores, to be known as Recollections, will provide merchandise and accessories in a community learning environment to assist crafters with all their scrapbook making needs. The first two test stores will be in the Dallas-Fort Worth area.

The stores will average between 5000 and 6000 square feet and hold more than 10,000 SKUs of scrapbooking and paper crafting products, including local interest items like school and team logos and colors. Approximately 60 percent of the assortments will be new to Michaels. The stores will feature two large classrooms and offer a variety of scrapbook support services.

The retailer says the new retail concept will be distinctly different from flagship Michaels stores in design, products, service and ambience. Though Recollections will be headquartered within Michaels' corporate office, it will be a separate operation with its own management and merchandising team under the direction of Sam Crowley, senior vp of new ventures. Crowley will report directly to Michaels ceo Michael Rouleau.

“Our best research has shown that there are approximately 2500 retail stores across the country dedicated to scrapbooking,” says Crowley, “which indicates to us long-term popularity and growth.”

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Michaels Stores is the nation's largest arts and crafts retailer, operating about 759 stores that sell art and hobby supplies, decorating knick-knacks, frames, needlecraft kits, party supplies, seasonal products and silk and dried flowers.

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