Despite being the store that American sewing enthusiasts turned to for fabric and notions, the company faced rocky times in the 2000s. Young people were more accustomed to buying their clothes ready-made at the mall and not interested in wearing clothes that looked homemade. Give a millennial teen the option, and they likely would choose a basic T-shirt with a company’s logo on it. 

The 2010s proved exceptionally challenging for the company. More buyers were going online to make their purchases, often buying on platforms like eBay, from sellers based in China and India. These sellers didn’t have retail costs and were based in places with lower costs of living. Despite this, Joann remained a popular destination for crafters and DIY enthusiasts in America, offering a wide selection of products and resources.

In 2018, Joann Stores rebranded to Joann, reflecting its broader focus on crafts beyond just fabrics. Some critics attribute this re-focusing as the company’s demise — at least, I do! Executives feared Michael’s as a competitor, and they aimed to position the company as a one-stop shop for all creative needs, catering to a wider range of customers. The thing is, new Joann stores popped up in large, expensive stripmalls. Gone were the days of accepting a mediocre store with lower lights and less signage. Shoppers wanted to go somewhere sophisticated. The stores were larger to handle the additional products, and they required more resources like additional crew and electricity. 

Joann has a long history and a strong presence in the fabric and craft retail industry, and executives didn’t take into account that their buyers trusted Joann for fabric and supplies, and Michaels for other things. Executives failed their customers because you wanted to have it all, even though you already did have it all in the realm of retail fabric.