Following Its Rebrand, Joann Is No Longer Your Mom's Fabric Store

The craft giant ushers in a new era

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Allow us to introduce you to Joann—yes, just Joann.

The craft and fabrics store, an omnipresent retailer in suburbs across the country is undergoing a major revamp, including a name change: Jo-Ann Fabrics is now simply Joann, sans dash and the word “Fabrics.” But the makeover isn’t just in name only. It will also include added technology to Joann’s stores, and a new mobile app.

Part of the reason Joann dropped the “Fabrics” from its name? To teach potential customers (and remind old ones) that the store is much more than just fabric, Steve Miller, senior vice president, marketing and ecommerce at Joann Stores, told Adweek, it’s a crafting mecca.

“We have a big opportunity to let people know that ‘Hey, we sell everything that the other craft stores sell,'” he said.



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