Michaels is reviving Joann — but not in the way you think

Shortly after buying the Joann name, Michaels is incorporating it into its stores. Michaels New York —

A few months after the collapse of Joann , a former foe is reviving the crafting and fabric store’s brand name.

Michaels announced Wednesday that it is bringing a “Knit & Sew Shop” format to all of its US and Canada locations, which features the Joann name on the signage as well as the Big Twist yarn, a cult-favorite collection that Michaels bought when it also purchased Joann’s intellectual property in June.

The “store within a store” concept, which encompass about 25% of a Michaels store, is now available in 840 stores and will expand to an additional 250 locations in the coming months. The selection is also available online.

“We knew when we acquired the brand — and it’s