Fifty2, The MPB Project: Michaels – Artist’s Loft

Fifty2 Artist's Loft Front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The Fifty2 The MPB Project Logoweekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Artist’s Loft
Since its introduction in 2008, Artist’s Loft from Michaels Stores, Inc. has enabled customers to confidently express themselves. Whether in acrylics or oils, with pencil or pastels, on canvas or paper, in Artist’s Loft, North America’s largest specialty retailers of arts and crafts has the materials and supplies artists need to give their creativity form.

Michaels has created a credible, authentic and modern brand in Artist’s Loft that speaks directly to the artist in each of us. The exclusive brand is confident in its brand expression and package design, which presents itself as a brand students, enthusiasts and professional artists know, trust and love.

Over the last few years, Michaels has promoted the brand in store and out with a variety of traditional and social media efforts including the tie-in with the 2013 film The Mortal Instruments: City of Bones Sweepstakes. In the movie, Artist’s Loft products take a featured role as the preferred art supplies of the main character, Clary. The retailer also ran The Mortal Instruments: City of Bones Sweepstakes online promotion, hosted in store events and created tie-in craft ideas to further engage moviegoers and artists alike.

Artist’s Loft packaging is thoughtfully designed by Michaels with the artist in mind. The integrated skill-level based color-coding system on the packaging coordinates with in-store signage to simplify the shopping experience. This simple detail helps the customer feel confident about their product selection and ultimately allows the brand – and Michaels – to develop and grow a profitable relationship with artists.

Brand: Artist’s Loft
Brand Focus:
Art Supplies
Irving, Texas
2013 Stores: 1,105

To submit a brand for consideration please email


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.