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JOANN purchases Creativebug

Company looks to inspire craft customers with the acquisition

By TIM TROGLENReporter Published: July 2, 2017 12:00 AM
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HUDSON -- Hudson-based JOANN Stores has purchased Creativebug, a company which offers a variety of classes in home crafting.

"With the acquisition of Creativebug, we saw a great fit for a company that shares our values and supports our mission," Jill Soltau, president and CEO of JOANN Stores, said. "Creativebug will play a key role in how we inspire and educate our customers, offering an exceptional curriculum of online video education."

The purchase will also help JOANN Stores stay relevant within the crafting community and with its customers, Soltau said.

"The key to staying relevant with our customers is to be where they are, when they want us to be there," she said. "Through continually offering new products, new services, new experiences and new brands, we are able to meet their needs. More than ever, our customers are finding project ideas, shopping and interacting with one another online. Creativebug allows us to introduce a new experience through online project inspiration and education."

The terms of the deal were not released.

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"Creativebug is based in San Francisco and will continue to operate its offices there," Soltau said. "Ursula Morgan, the president and CEO of Creativebug, will lead the company as a business unit within."

Soltau feels the purchase of the online craft company will help JOANN Stores increase creativity among its customer base.

"We aim to inspire the creativity in each of us, our customers and ourselves, and I am confident that we've made strides to accomplish that by bringing Creativebug to JOANN," Soltau said.

Soltau, who has been with JOANN Stores since 2015, said the company is always looking to bolster its creative customer base.

"As the nation's largest fabric and craft retailer, we are continually assessing the market to build upon our leading position in the industry," she said.

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Soltau said she is "thrilled to lead such an iconic company with an amazing Team, including those at our Headquarters here in Hudson."

"I would like our Hudson neighbors to know how proud we are to be a part of this community," she said. "Many of our Team Members live in the area, and we're committed to making a positive impact on the community as well as our customers. I hope our neighbors think of JOANN as a positive business leader that thrives on inspiring creativity and helping people find their happy place."

Email: ttroglen@recordpub.com

Phone: 330-541-9435

Twitter: @Trog_RPC


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