Arts and crafts retailer Michaels has opened an online custom framing business under a new name:

Irving-based Michaels has been a leader in the custom framing business since 1976 and owns the Aaron Brothers framing chain, but the company has said in recent quarters that custom framing has been a drag on store results. The do-it-yourself minded customer apparently has been shying away from the pricey service. is another way for shoppers to have an "interactive, easy shopping experience," said Steve Carlotti, Michaels' executive vice president of marketing.

Michaels has several online competitors --, and others -- but didn't offer online customer framing on

All custom frames sold on will be made in the U.S. by Artistree, a manufacturer owned by Michaels. The company runs 1,366 stores in the U.S. and Canada.


Presented by Dallas Morning News, October 26, 2017

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