Michaels announced a new partnership with DIY start-up Darby Smart.
The partnership will give Darby Smart exposure to the more than 9 million consumers who visit Michaels.com each month through a link on the site's project page, San Francisco Business Times reported. At the same time, users on Darby Smart will now have access to more crafting supplies.
"Aligning with Darby Smart is another way to connect with novice crafters and make it easy for them to engage in creating projects, with simple step-by-step instructions that help them achieve great results," said Chuck Rubin, CEO of Michaels, in a company statement. "Michaels and Darby Smart share a deep commitment to the maker movement, and this partnership helps us bring more people into the fold with accessible, modern, designer projects that anyone can make."
Michaels will directly link to Darby Smart from its website, offering shoppers content from Darby Smart users and creating a DIY community. Darby Smart will then give Michaels shoppers a digital shopping list for DIY projects.
Darby Smart first launched in 2013 and created a platform where artisans can sell their goods in March. The start-up now has more than 200,000 users, and went from shipping 600 craft supplies to more than 35,000 in one year. Part of the success comes from Darby Smart's partnerships, such as the one with Urban Outfitters at the end of 2014.
Michaels is fairly new to online sales and launched its e-commerce site only one year ago.
-See this San Francisco Business Times article
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