Date: May 7, 2007
Vol. XI, No. 9

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TABLE OF CONTENTS

COMMENTARY: A PERSONAL VIEW OF MARTHA'S LINE 

I walked the Peoria, IL Michaels store last week to see the Martha line for myself. Keep in mind I am not a scrapbooker-paper crafter, so my opinion does not mean anything compared to consumers' thoughts. The display was very attractive, and I was glad to see free how-to sheets. All of the products were tasteful – I would expect no less from Martha.

But I have two concerns: A) The prices seemed high; for example, the line includes a beautiful photo album, but it's $79.99. It will be very important to attract new consumers, in addition to our usual cost-conscious customers. B) I was taught a long time ago the retail adage, "Clarity of offer and category dominance." Scrapbook/memory products are together with paper products that have nothing to do with memory. For example, there's a kit to make seven tissue-paper pom poms; price: $19.99.

I give Michaels and EK Success credit for having the guts to roll the dice like this. Oh, and the Peoria store was anything but dowdy.

Memory, Paper & Stamps. Julie Fei-Fan Balzer attended the taping of Martha Stewart's "Scrapbook Week," airing this week on her syndicated television series, and gives a first-hand account of what it was like to be in the audience.

Industry Research. CHA updated its Attitude and Usage Study, and will release research on the crafting habits of the growing U.S. Hispanic population at the CHA Summer Show. Highlights are below, and the complete press releases are here.

Note: If it appears to be an "old" column, click on the "Refresh" or "Reload" button on your browser.

During the first debate by the Democratic presidential candidates, NBC's Brian Williams asked Senator Hillary Clinton, "Is Wal-Mart good for America?" Part of her answer is below and her complete answer is at www.triggernews.com/prnewswire/20070427/DCF010.html. Now it's your turn: IS Wal-Mart good for America? To vote, click on Industry Polls in the right-hand column or click HERE.

CLN voters gazed into their crystal balls to predict the future of crafts and fabric in Wal-Mart. Almost half, 45%, think bolt fabric will be gone in five years and crafts will be merged with party goods for a "celebrations department – the concept Wal-Mart is currently testing in new and remodeled stores.

More than a fifth, 22.5%, believe bolt fabric will be gone but crafts will be a separate department, while 20% believe fabric and crafts will be gone completely. Only 12.5% predict Wal-Mart will reverse course and reinstate bolt fabric and crafts.

The long-awaited Martha Stewart Crafts line is finally in Michaels stores. The 650-SKU line manufactured by EK Success includes scrapbook paper, embellishments and albums; frames; keepsakes boxes; stamps; markers/pens; glitter, adhesives and tapes, including adhesive-backed patterned ribbons; tools; and storage binders and boxes. The line also includes craft kits for adults and kids, food packaging, gift wrap, tissue paper, ribbons, and invitations. New seasonal and holiday-themed products will be introduced throughout the year.

The line is also available at a website created for it, www.marthastewartcrafts.com, which is scheduled to include "how-to" tutorials and message boards, with additional community features coming in September.

Martha will start demonstrating many of her products this month on her tv show and rebroadcast on her website, www.marthastewart.com. She is also conducting a scrapbook contest and is announcing a winner each day of "Scrapbooking Week" on her tv show starting May 7.

Meanwhile, Michaels added another 4,000 paper craft items in addition to Martha's line and reconfigured its stores, reports the Dallas Morning News. It also launched its first national tv, radio, and print campaign to support the changes. Commercials have already started on Martha's show, and print ads will run in Martha Stewart Living, Real Simple, and other magazines.

"We now have upwards of 7,000 paper crafting items, and we've upgraded and enhanced our assortment based on what customers told us," Sr. VP of Marketing David Abelman told the Morning News. "We're scaling back a lot of the commodity items to make room for products shoppers can't find anywhere else."

The Morning News reported Michaels claims to have a 7% share of the $6.6 billion U.S. paper crafting market, which also includes cards, decorations, and kids' crafts.

Michaels' insert in yesterday's Sunday newspapers devoted four pages to Martha's line; the traditional 40%-off coupon cannot be used for Martha's products.

1. The simple announcement about Martha's line in Michaels received enormous press; in addition to the Wall Street Journal, Minneapolis Star Tribune, Dallas Morning Herald, and Louisville Courier Journal, among others, reported the "news." It's yet another sign of Martha's drawing power.

2. Wedbush Morgan, a stock brokerage firm, downgraded A.C. Moore from "Buy" to "Hold," in part because of Martha's line in Michaels.

3. In its quarterly reports, Michaels always lists its strongest departments, and scrapbooking hasn't been mentioned in more than a year. It will be interesting to see if, two or three quarters from now, it's back on the list.

4. Martha's not done putting her name on products. Besides the household items, paint, crafts, and even houses, there will be a Martha line of frozen, refrigerated, and fresh foods sold at Costco beginning in 2008, the International Herald Tribune reported.

The front page article in the 4/25 edition of the Wall Street Journal about the Martha's line in Michaels' stores surely has many industry people gritting their teeth. For example, the WSJ asked, "What does the domestic-arts maven see in a dowdy industry where merchandise is sold in cluttered stores stacked floor to ceiling with pipe cleaners, Styrofoam balls, glue sticks, beads, and fake flowers?"

The answer: Martha's company, Martha Stewart Omnimedia, has been faltering ever since her securities fraud/obstruction of justice investigation, and the company is expecting her craft line to reach $100 million in sales in three years.

The article makes industry people wonder if the reporter has ever been in a craft store. "The crafts business, in some ways, is eccentric. Even outlets operated by big craft chains often resemble Main Street hardware stores from a bygone era, with oddball items stacked inefficiently in a dusty jumble."

The article also cited two unnamed sources as saying Martha went with Michaels because Jo-Ann's and Hobby Lobby "were too downscale," and that Wal-Mart was going to begin selling crafts in certain stores.

(Note: So, IS our industry "dowdy"? Should we do something about it? If so, what? Email your thoughts to CLN at mike@clnonline.com.)

First-quarter revenues for Martha Stewart Omnimedia rose 7.4% to $66.7 million, but operating losses rose to $12.6 million, compared to $7.7 million a year ago. Loss per share from continuing operations was $0.23 compared to $0.13.

Revenues in the Merchandising division rose to $13.6 million from $11.5 million, due in part to a portion of the fee from SVP Worldwide for the endorsement of the Singer, Husqvarna Viking, and Pfaff sewing machine lines. The company said it had already started booking revenue from wholesale sales of the Martha Stewart Crafts line. Operating income was $6.8 million for the first quarter of 2007, compared to $6.2 million in the first quarter of 2006.

President/CEO Susan Lyne said, "... we are beginning to see the first tangible benefits of last year's investment in our Martha Stewart Crafts line...." She also said crafts was the second most highly trafficked section of the revamped website.

Rag Shop has done it to creditors again. Crafts Retail Holding Corp. (Rag Shop) filed for Chapter 11 in U.S. Bankruptcy Court in New York. The filing said, " ... there will be no funds available for distribution to unsecured creditors."

With assets of $35.3 million and debt of $52.5 million as of Mar. 3, the company said it sought court protection "to attempt the orderly reorganization or sale" of the company.

Sun Capital Partners acquired Rag Shop through an $11.5 million buyout in October 2004 and created Crafts Retail Holding. Sun is an investment firm whose affiliates have invested in and managed 145+ companies worldwide since Sun Capital’s inception in 1995. Among its other holdings are ShopKo, Mervyn's, Wickes Furniture, Anchor Blue, and Bruggers Bakeries.

"Rag Shop was in collapse when it was bought by private equity, and the company was never fixed," Howard Davidowitz, chair of the retail-consulting firm Davidowitz & Associates, told Bloomberg News. "When you add leverage and you don't give a reason for the customer to come, you are doomed. Wal-Mart carries 60% of Rag Shop products at 30% less."

History. Rag Shop was founded 44 years ago by Stanley Berenzweig and later went public. In October, 2004, Sun Capital acquired it and took it private. In February, 2006 the company announced to its unsecured creditors, who were owed $16 million, that it would file for bankruptcy unless the creditors agreed to a settlement of 25 cents on the dollar. The creditors agreed, thus absolving the company of $12 million.

Major unsecured creditors. More than $1 million: Li & Fung USA (The Millwork Trading Co.) ... $500,000+: Notions Marketing ... $200,000+: Russ Berrie, Joan Baker ... $150,000+: Tompkins Associates, Larson Juhl, Darice ... $100,000+: EK Success, Delaware Dry Goods, Inserts East, SLS Industries, David Textiles, Offray, Fibre-Craft, Wilton, Regency Int. ... $80,000+: Fruit of the Loom, MCS Industries, TY Inc., MCS Industries/MBI Divries.

The two major secured creditors, who get paid first, are Sun Crafts Participation LLC ($22.7 million), and Wells Fargo Retail Finance LLC, an agent for undisclosed lenders ($14.6).

Currently there are 68 Rag Shop stores, plus Mobile Fabrics, and about 1,400 employees.

"Actually, it is kind of scary," an independent retailer told CLN. "Not good if these large chains can't figure out how to make money at this business. Of course if they would just raise their prices to normal retails and quit cannibalizing each other, maybe they could make money."

The updated, full-year Attitude and Usage Study sponsored by CHA reveals industry sales in 2006 slipped 3.2% in 2006. The Study was conducted by Ipsos-Insight, a market research firm, and reflects the 12-month period ending 12/31/06.

The decline in sales can be attributed to a drop in total universe of crafting households – overall participation in crafting fell 1.2 points to 56.3% in 2006; fewer households engaging in multiple craft categories; and crafters are spending less time crafting, according to the study.

Other highlights: Scrapbooking/Memory Crafts grew to $2.6 billion and now ranks as the most popular craft segment. The Study found that the majority of U. S. households (57%, or 62 million people) participated in crafts in the past year.

Sales of the major categories: General Crafts, $12.3 billion ... Needle & Sewing Crafts, $7.1 billion ... Painting & Finishing Crafts, $7.0 billion ... Floral Crafts, $3.1 billion. Segments that are growing include Scrapbooking/Memory Crafts, Jewelry Making, and Home Decor Painting/Accessorizing/Finishing. Dollar sale declines occurred in Woodworking, Candle Making, Do-It-Yourself Framing, and Home Decor Sewing.

Demographic highlights: Eighty percent of crafters consider themselves intermediate or expert crafters, and they are more likely to participate in Needle Arts. Beginning crafters are younger, enjoy the social aspect of crafting most, and are more likely to participate in Art & Drawing, Decorating, and Scrapbooking.

There is much more in the full-year 2006 report of the CHA Attitude & Usage Study, which is free to members in the research section of www.craftandhobby.org. The Study is for sale to non-members for $500; for purchase info, email Keri Cunningham at kcunningham@craftandhobby.org.

CHA also announced it present the findings of the new CHA Hispanic Crafting Study during the Summer Show. The findings address a variety of topics ranging from purchasing habits, crafting preferences, and differences by geography and level of acculturation.

Among the highlights: A) A dramatic shift in Hispanic sales channels – less shopping at flea markets/craft fairs while discount, craft, and hardware stores now have more than half of the Hispanic shoppers. B) Hispanic crafters knitting was their favorite craft, followed by woodworking, cross-stitch/embroidery, cake decorating, crocheting, art and drawing, floral arranging, home dec/decorative painting, and apparel/fashion sewing. The Study also revealed strong interest in trying new crafts, especially scrapbooking, sewing, florals, and cake decorating.

The complete Study will be released at a Show seminar Sat., July 21, 2:00 pm - 3:15 pm. Visit www.chashow.org. To read the complete press releases, click on Industry Research in the left-hand column.

Michaels announced it expects to report a first quarter net loss of approximately $23 million, but will generate adjusted EBITDA of approximately $114.0 million. (EBITDA is defined as net income before interest, income taxes, depreciation, and amortization.)

The company is predicting its same-store sales for the first fiscal quarter, which ended May 5, to be down approximately 1.0% and total sales to increase approximately 1.0%. The company blamed unseasonable winter weather early in the quarter and weakness in the Yarn category which is expected to reduce same-store sales by approximately 1.0%.

The top regions in terms of same-store sales are the Southwest, Southeast, and Northeast. The top categories to date are Home Dec, Frames, Bakeware, and Ribbon.

While sales are relatively flat, margins are expected to increase approximately 100 basis points, primarily due to ongoing product sourcing initiatives and improvements in pricing and promotion execution. Off-setting this increase, however, are investments in merchandising and marketing programs and incremental consulting services expenses.

Michaels opened 13 stores and remodeled 18 in the first quarter. The current count is 928 Michaels stores in 48 states and Canada, 168 Aaron Brothers stores, 11 Recollections stores, and four Star Wholesale operations. Michaels will release its first quarter earnings results on May 31.

In a recent article published in the members only section of The SMART Group website, Dennis Conforto said:

1. The Photo Marketing Assn. (PMA), has purchased The SMART Group.

2. Scrapbook sales would decline in 2007, but not as much as in 2006.

3. CK Media (formerly Primedia) is in negotiations to sell the MemoryTrends show to PMA and it would be combined with the annual PMA show in February. CLN contacted CK's CEO Dave O'Neil who said, "Our discussions with PMA are centered on finding ways of pairing the Scrapbook/Papercraft market with the Photo market to make both stronger. It's not clear, at this point, what that partnership looks like.... The 2007 Memory Trends show, Sept. 18-20 in Las Vegas, is absolutely on as planned."

4. The SMART Store will be expanded to 5,400 sq. ft. and given away at the PMA show.

5. Plans are underway to produce a new, $100 million TV series The Scrapbook Edition, similar in concept to Extreme Makeover: Home Edition; most of the sponsors would come from the photo industry.

6. Encouraged members to drop CHA and join PMA.

Look for interviews with Dennis and CHA in the next issue.

Pre-show hotel bookings for the July 20-22, 2007 CHA Summer Show are tracking 88% ahead of same figures for 2006, and the number of first-time exhibitors is growing, officials report.

There will be 50+ workshops and 20 business seminars, including the latest market research findings from the 2006 year-end Attitude & Usage study and the Hispanic market. The keynote speaker will be Trading Spaces designer Genevieve Gorder.

The show will also feature a special display showcasing unique table settings created by CHA Designer members reflecting a variety of holidays and special occasions.

The social highlight will be a party on Sat., July 21, 6-10 p.m. at the Hyatt Regency O'Hare Ballroom featuring drinks, dinner, and Beatlemania Live, a recreation of a live Beatles concert. Pre-show tickets: $45 for members, $75 for non-members; onsite: $70 and $100.

Online pre-registration will be available soon. For exhibiting info call Nadine Schwartz at 800-822-0494, ext 220, or email nschwartz@craftandhobby.org. For general info, visit www.chashow.org.

RANDOM NOTES, RANDOM THOUGHTS

1. Over the years I've been interviewed by countless newspaper reporters, and until the Wall Street Journal article about Martha's craft line, I always thought that paper was the best. WSJ reporters seemed to be given more time to research a subject and make certain what they reported was correct.

I no longer think that way after that condescending, cheap-shot, inaccurate article. Wall Mart is going to begin to sell crafts?

2. The news about Martha's craft line was published in numerous newspapers – a sign of her name recognition and drawing power – underscoring the image problem that apparently still haunts the industry. The Wall Street Journal was one of many articles that implied our industry is dowdy, an industry designed solely to keep Boy Scouts busy on a rainy day.

The image problem is not new. Years ago Forbes profiled Michaels after it had been the fastest growing stock on Wall Street. The article was pretty objective, but the headline said, "Wiggle Eyes, Anyone?"

If the industry is going to grow, we have a serious, image-changing job ahead of us.

3. Barbara and I had a great vacation – a cruise of the Greek Isles and Italy, but our timing could have been better: The U.S. dollar hit an all-time low against the euro. So everything was more expensive, but it should be a great opportunity for U.S. companies to export to Europe.

CLN STOCK INDEX: A.C. Moore: 19.98, down $2.67 ... Jo-Ann's: 30.60, up $2.81 ... Wal-Mart: 48.27, up $0.87 ... CLN Index: 99.76, up 1.0% ... Dow Jones: 13,264.62, up 5.2%. (Note: All changes in price are since 4/13 and are exclusive of dividends. Hancock stock, which stopped at $091, is no longer traded.)

CRICUT. On Saturday, National Scrapbooking Day, QVC introduced the Cricut Script Electronic Die-Cut Machine with two cartridges for $229.40, plus $11.22 shipping and handling. It was a QVC "Hot Pick" and sold 700+ in a few minutes. It was demonstrated by Creating Keepsakes Founder Lisa Berenson as part of CK's ninth anniversary on QVC. The orders will ship May 26.

QUOTATION. "But as [Wal-Mart] grew much bigger, though, they have raised serious questions about the responsibility of corporations and how they need to be a leader when it comes to providing health care and having safe working conditions and not discriminating on the basis of sex or race or any other category." – Senator Hillary Clinton, answering NBC's Brian Williams question, "Is Wal-Mart good for America?" during the first debate by the Democratic presidential candidates.

COMPANY FOR SALE. Floral-related e-commerce company with approximate sales of $50,000+, 1,600 customers, and strong potential for growth. Company can easily be moved. For more info in complete confidence, call/email Mike Hartnett -- 309-925-5593; mike@clnonline.com.

JOB OPENING. Director of E-Media – Interweave Press, a fast-growing, multi-platform media company, needs an executive with extensive on-line direct marketing and project management experience and skills. Company is investing in new online ventures that will leverage 14 leading consumer magazines, 200+ books, nine consumer events, and two PBS television series. Manage staff of six professionals and several service providers. Your proven success in a position with profit and loss responsibility is a plus. Extensive experience with email direct marketing is desired. Company is based an hour north of Denver CO. Contact Clay Hall, CEO, 970-613-4643 or chall@aspire-media.com.

SO MUCH FOR RETIREMENT. Founder/former CEO of A.C. Moore Jack Parker opened B'Fabulous in Hamilton Township, NJ. The 13,800 sq.-ft. store sells jewelry and purses.

PROMOS. Paper Crafts, Memorytrends, and Craftrends magazines announce the second annual World Card Making Day on Oct. 6. There will be an official World Card Making Day web site, www.worldcardmakingday.com, beginning July 1. Look for a major editorial push in the magazines, and a kit for retailers containing posters, window clings, bag stuffers, etc. for retailers, available at the CHA Summer Show. Official sponsorships are available for companies involved in creating or promoting products or ideas for card makers. Contact Donna Summers at dsummers@ckmedia.com or Mike Irish at mirish@ckmedia.com for more details.

LEGAL I. The Dallas Morning News reported Michaels is still being investigated by the Securities and Exchange Commission and faces at least one shareholder lawsuit regarding the practice of backdating stock options for execs without informing stockholders. More than 200 companies have been investigated by the SEC or announced their own inquiries.

LEGAL, II.. The U.S. Supreme Court is deliberating overturning an antitrust law that prevents manufacturers from dictating a minimum retail price for their products.

CLOSING. The Ben Franklin store in Janesville, WI is closing. Owner Bob Guild, 69, is retiring and shutting down the store after failing to sell it, the Janesville Gazette reported. To learn more, visit www.gazetteextra.com/benfranklin043007.asp.

TV. A new three-part series, Craft in America premiers May 30 on PBS stations. Check your local listings and visit www.craftinamerica.org ... Bake Decorate Celebrate! won a 2007 Telly award for outstanding tv broadcast, non-broadcast, or video production. The Telly is the premier award honoring outstanding local, regional, and cable tv commercials and programs, and video and film productions. Bake Decorate Celebrate! debuted in winter, 2006 and is broadcast by 348 stations representing almost 83 million households. The series is produced by Wilton and KS Productions.

PHOTOS. Best Buy and Kodak launched a co-branded photo center page on BestBuy.com, featuring Kodak's photo prints, calendars, and other photo merchandise products. Best Buy will market prepaid online photo merchandise cards in its stores, and offer a premiere membership card for $49.99, reported Retail Merchandiser. Visit www.bestbuy.com and click on "Photo Center" in the Cameras and Camcorder section ... In an attempt to wrest some market share from Hewlett-Packard, Kodak introduced a three new home inkjet printers; they're more expensive than HP's, but they use ink cartridges that are much cheaper.

PEOPLE. Andy Bailen was promoted from Exec VP/General Manager to President of Loew-Cornell. He joined the company in August, 2006 ... Hancock: Dean Abraham retired as Sr. VP/Store Operations, and Interim Exec VP/COO David Hill resigned as a partner of Corporate Revitalization Partners and from Hancock.

DATA. According to research conducted for the National Retail Foundation, consumers plan spend nearly $16 billion for Mother's Day, with the average shopper spending $139.14 on a gift, up from an average of $122.16 spent last year.

PAINTING, I. The Decorative Arts Collection is relocating to a resurgent area near the landmark Atlanta Zoo from the Society of Decorative Painters' headquarters in Kansas. Created in 1982, the DAC is a collection of historic and artistic items that document the development of decorative painting. Standing exhibits will be maintained in the new gallery, but traveling exhibits will also be offered. For more on DAC, visit www.decorativeartscollection.org. (Note: CLN published a description of the DAC by Shea Szachara which is still in the Archives. Click on Category Reports in the left-hand column, then scroll down and click on "The Decorative Arts Collection Spreads the Word.")

PAINTING,II. Last month CHA staff members participated in the Treasure Box program whose goal is to create hand-painted "treasure boxes" for kids less than 18 years old who are receiving care at Shriner’s Hospitals for Children. These young patients are often given small gifts to divert their attention from their pain. Treasure Boxes are containers the youngsters can use to store their toys and take them home, explains Jo Lutness, who taught the CHA staffers. For more about the program visit www.decorativepainters.org/treasureboxes.php or send a tax-deductible monetary donation to SDP Foundation Treasure Box Program, 393 N. McLean Blvd. Wichita, KS 67203-5968. To see CHA staffers painting the boxes, visit www.linaferrara.com/gallery.

QUOTATION. "Despite poor performance throughout most of the year, A.C. Moore's stock actually rose 47% in 2006. That explains why CEO Rick Lepley was given a bonus that equaled 87% of his base salary. Combine this with stock options, and his total compensation nearly tripled. Even though the company's directors said the bonus was based on various internal criteria, it's hard to reconcile that with operating income last year that was half of what it had been the year before; sales that grew less than 10% (while administrative expenses rose 12%); lower comps; and profits that have otherwise been ephemeral. The company did recognize that it needed to do something to stop the unraveling, but it's too early to tell whether the stitching will hold." – Rich Duprey, "The Motley Fool," stock market analyst

CONTEST. Toner Plastics is sponsoring a "Holiday Fun Wire Designer Challenge" July 1. There's a $200 grand prize and $150 first prize in each theme: Old Tyme Christmas, Through the Eyes of a Child, and Traditional. Visit www.tonercrafts.com for details.

PRODUCTS. Loew-Cornell introduced Eric Carle Art Activity Kits for kids aged 3+, based on Carle's popular children's books. The line includes My Animals Texture, My Warm & Cool Colors, My Color Wheel, My Numbers, My Alphabet, and My Shapes. Visit www.loew-cornell.com/products/productlisting/60/index.html. The company has also released its 2007 catalog on a CD ... McGill unveiled a line of eight punches in its new Designer Series. Visit www.mcgillinc.com/shop/index.php?main_page=products_new ... Just a Cloud Away Scrapbooking Kits are specifically designed to comfort those whose young child has passed away. Visit www.justacloudaway.com.

BOOKS. Craft/TV guru Carol Duvall has written her first book, Paper Crafting with Carol Duvall, published by DRG. The 60-project, 176 page book retails for $19.95. Carol is the host of the Carol Duvall Show which airs twice daily on HGTV ... Leisure Arts released a plethora of books on paper crafting, cross stitch, felt, sewing, painting, knitting, and crochet. Visit www.leisurearts.com.

QUILTING. The 9th series of America Quilts Creatively includes quilting projects personalizing tote bags, t-shirt quilts, vests, etc. It uplinks with PBS stations July 1 and is produced by KS Productions. CD's of the series are $24.95. Call 800-358-0001.

CONDOLENCES. To the family of retired veteran Ben Franklin exec Darwin Lytl. Darwin leaves his wife, Sally, of 48 years, a son and two daughters. Send cards to 4621 W. Cottontail Rd., Anthem, AZ 85086.

To see the latest listings from the only personnel recruitment firm specializing in our industry, click on Jobs in the left-hand column or click HERE.

Helen Walton, the wife of Wal-Mart founder Sam Walton, died at the age of 87 following several years of ailing health. She owned an estimated 8.1% stake in the company, worth about $16.4 billion, the Associated Press reported. The family said a substantial portion of the stock will be given to charities over a period of years.

Helen was an avid crafter. In the late 1980s/early 1990s, Wal-Mart opened three craft stores named "Helen's Creative Crafts." The stores were later sold to Michaels.

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