JOANN...reinvented?

A New JOANN Concept Store!

In my 45th year in the fabric business, I am difficult to impress.

Earlier this month I visited the new JOANN concept store that was recently opened at Polaris Towne Center in Columbus, Ohio, and I was unprepared to love it as much as I do. Regular readers know I was a longtime JOANN employee (37 years, to be exact, from 1978 to 2015), and I played a part in the opening of the groundbreaking prototype store in Hudson, Ohio back in 1995. As the first real "superstore," the Hudson store featured inventive fixtures & merchandising, a clean & uncluttered presence and a very customer-friendly shopping experience. This Polaris concept store updates that 1995 Hudson experience and is everything that JOANN should be in 2018 and beyond.

There is no way to miss the storefront from the parking lot with its ultra-bright green front (I have named this color 'retina-burning green'). I'm not a fan of this color, which is also part of the interior decor. Inside the store, however, this green is more of an accent color, and is not so visually painful or distracting.

The entry is spacious and open, with the checkout on the left, seasonal immediately in front and fabric visible to the right. (The photo above faces the entrance from inside the store.)

A touch screen kiosk is available for assistance and a includes a store map.

First in Fabric

I was relieved to see that square footage has been restored to the core fabric business, and that fabric is visible when you enter the store. (Fabric space has been reduced somewhat and often relocated over the years, making it challenging to shop, and sometimes, to find.) Inspiration posters are back, as are round fabric tables for fashion collections in the front of the department. This area feels special again.

The fabric flow throughout makes sense and this area is easy to shop. The department begins with apparel and special occasion fabrics, and fleece merchandised on wall shelves wraps around the perimeter. The fabric area is well-lit with wide aisles. It's great to see much of the apparel fabric draped again, instead of being wrapped, making it much easier to shop, and easier for the store team to maintain.

There is plenty of inspiration everywhere you look, including easy-to-understand track signing above the fabric.

There's even a table to use for pulling your fabrics together. Interactive spaces scattered through the store make you want to linger to experience it all. This feels like MY store.

Special-order apparel fabrics are back. These appeared to be mostly (if not all) special occasion fabrics, and some are on the pricey side, but they look like great quality and the prices are realistic. With these, you can replicate some really high-end ready-to-wear!

I really like the new fabric fixtures; there are no cluttered endcaps so more of the fabric is visible. Signage and inspiration are effective and focused. And there is no shortage of fabric in this store; there is a huge selection here!

The quilt shop is large and inviting with a great selection of top-quality quilting, novelty and holiday cotton fabrics, organized by theme and color.

The calico wall is now vertical and is recessed into the back wall, fronted by another interactive table, with fat quarters and quilting notions nearby. Precuts are merchandised in-line and are neatly organized and easy to shop; this is a huge upgrade.

The licensed character shop is organized by character and brand and includes space for no-sew throws to be merchandised along with the fabric. In the main aisle there is a feature fixture for the current hottest property, Incredibles 2.

Fleece and flannel are well-organized and are easy to shop, and finally there is a dedicated home for no-sew throws. That has been a long time coming; the 1995 Hudson store didn't have this!

Notions

One of my favorite features in the store is the complete re-invention of the vendor notions racks for thread, zippers, tapes and buttons. These are easy-to-shop, well-lighted and the selection appears larger, especially in the zipper area.

The thread fixture is lighted, and has helpful and educational inspiration integrated with the merchandise. Trims and notions are merchandised nearby.

Home Decor

The home decor area is next, and features another interactive table, along with a special fixture for special-order fabrics. Foam and fiber is merchandised nearby.

Community Space

There is a large and open community space where classes and events are held. Equipment is available for rental (sewing machines, a long-arm quilting machine, etc), if you want to come in and work on your project in the store. Help yourself to some Starbucks coffee (and fresh-baked cookies on weekends)!

Sewing Machines and Custom Shop

There is an extensive sewing machine department including brands not usually found at JOANN, and a Custom Shop with a seamstress. Pick a pattern and some fabric and they'll make something for you!

Many thanks to my new friends Angie (from the sewing machine department) and Carolyn (from the Custom Shop) who showed off the new store to Mrs. DTFM and me. They are very excited about this store, and their excitement is contagious.

Cut Bar

Where to get your fabric cut? At the Cut Bar, of course. Sign in on the touch screen and leave your cell number (they'll text you when ready so you can continue to shop) or simply wait near the counter until your name is called.

Crafts, Crafts, and More Crafts

The crafting side is well-laid-out, well-lighted, well-signed and easy to navigate. More interactive space is scattered throughout this area, too.

Custom Framing

The custom framing service continues in a bright and convenient space.

Floral and Seasonal

Unique fixturing makes shopping the floral and seasonal departments fun.

Final Thoughts

As you have seen, there is plenty of inspiration throughout the store, but this was my favorite. For years the customer was called "she" internally at the company, as if men didn't shop at JOANN, when data proved otherwise. At last we men are recognized as customers...and we have our own electronic poster!

As a worker in the fabric industry and a full-fledged fabriholic, I am very excited by this new concept store, understanding that some of these features may not eventually prove successful, or transfer well to your neighborhood JOANN store. Still, if this is what the future of brick & mortar fabric and craft retailing looks like, count me IN! This store is completely consumer-friendly from front to back; well-thought-out and well-executed in every way. It's also appears to be operationally-friendly for the store team, and I think it will be easy to maintain.

Was there anything about this store that disappointed me? Yes, there was.

1) There were no cookies on the day I visited. :( (It was July 4th, a Wednesday.)

2) When I finished at the checkout (of course, I made a purchase), the team member said, "Have a nice day." I was disappointed not to receive a "thank-you" instead. Every customer in every retail store everywhere should ALWAYS receive a thank-you at the checkout.

If you're near the north side of Columbus, Ohio, or are planning a destination fabric store trip (like that none of us have ever done that), this is a great place to check out. Plan to hang out half a day, at least. (Aim at a weekend if you want cookies.)

Disclaimer

This is admittedly a glowing review, and I want to restate that I am no longer connected to JOANN nor was I compensated to review this store. I am employed by a JOANN supplier, so I definitely have a vested interest in their success, and couldn't be more pleased for them. I would like to see as much of this store as possible rolled out to the entire chain.

Until next time, keep those sewing machines humming, and if you're looking for me, I'm probably in the sewing studio working on something for the next post.

danthefabricman@yahoo.com

@danthefabricman