Michaels to Craft New Online Experience with Demandware

WOBURN, Mass., April  28 /PRNewswire/ -- Demandware, Inc., today announced that Michaels Stores, Inc., North America's largest arts and crafts specialty retailer, has selected the Demandware® eCommerce Platform to re-platform its website and deliver the seamless integration of content and community to its customers. The initial focus will be a site redesign with emphasis on branding, improved search and navigation, customer reviews and enhanced social networking capabilities.  

Michaels Stores, Inc. is North America's largest specialty retailer of arts, crafts, framing, floral, wall decor and seasonal merchandise for the hobbyist and do-it-yourself enthusiast. Michaels Stores owns and operates more than 1,020 Michaels stores in 49 states and Canada, and over 140 Aaron Brothers stores.

"Michaels.com will become an online destination that fosters creativity and informs purchasing decisions, which will drive online visitors back to our physical stores," said John Rowe, general manager of strategic marketing, Michaels Stores, Inc. "Demandware provides out-of-box functionality that is scalable to our growing brand and future ecommerce needs, and will help inspire our customers with a seamless cross-channel experience.'"

Michaels Stores will re-launch Michaels.com using Demandware, and will focus on providing a distinctive and social experience to its visitors. New features on the site will include enhanced customer ratings and product reviews, as well as rich media. Michaels.com will also feature a hosted social community, contests and user-generated content that will help to inspire and educate online customers.

"Michaels Stores, as a leading craft retailer, has a unique customer base that thrives in a collaborative community setting, and Demandware can provide the necessary foundation to bring that setting online," said Jamus Driscoll, vice president of marketing at Demandware. "Working with existing Michaels vendors and partners, we look forward to helping Michaels Stores expand its online presence and become a true multi-channel retailer."

About Michaels

Irving, Texas-based Michaels Stores, Inc. is North America's largest specialty retailer of arts, crafts, framing, floral, wall decor, and seasonal merchandise for the hobbyist and do-it-yourself home decorator. The company currently owns and operates more than 1,020 Michaels stores in 49 states and Canada and over 140 Aaron Brothers stores. For more information, visit www.Michaels.com.

About Demandware, Inc.

The trusted, global leader in on-demand ecommerce, Demandware revolutionizes how businesses deliver customized shopping experiences to consumers in the digital world. Only Demandware combines the on-demand ecommerce platform rated #1 by industry analysts, an open ecosystem of partners that extend the value of the platform, and measurable commitment by its employees to enabling client revenue growth. Demandware continually sets industry standards for market innovation and client satisfaction. Demandware clients include industry leaders such as Bare Escentuals, Barneys New York, Burton Snowboards, Columbia Sportswear, Crocs, Frederick's of Hollywood, Hanover Direct, Jones Apparel Group, Lifetime Brands, Playmobil and Reitmans. For more information about Demandware, visit www.demandware.com, call 888-553-9216 or email [email protected].

SOURCE Demandware, Inc.