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Following Bankruptcy, Joann Looks to Broaden its Appeal with ‘Jo-And’ Campaign

Joann wants to be known as "Jo-and"
Image courtesy Joann

Known primarily as a sewing and fabric destination, Joann is looking to broaden its appeal by highlighting its broad assortment of crafting supplies that reach well beyond the sewing category. The retailer emerged from bankruptcy in April 2024 and is now privately owned.

Joann is embracing the future and poising itself for a long future of inspiration,” reads a statement from the company. That future will begin with a new brand campaign positioning Joann as “Jo-and” — a store that “offers endless possibilities for project exploration.” The campaign will include an expansion of paid media advertising and new influencer marketing initiatives with a prioritization on social media placements to reach Gen Z crafters specifically.

The company also is following the lead of a number of other U.S. chains, including competitor Michaels, in announcing permanent markdowns on more than 15,000 products.

“‘And’ is a powerful three-letter word that represents the endless possibilities of product and inspiration that customers can find at Joann,” said Chris DiTullio, Chief Customer Officer of Joann in a statement. “We are excited to bring joy to more customers than ever, particularly those younger customers who are committed to finding happiness, mental health and connections to others, all of which are benefits of creating. Through lowering prices and investing in this awareness campaign, we want everyone to know Joann is here and committed as ever to inspiring happiness through creativity.”

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As part of its ongoing charitable efforts, customers also can support youth mental health by helping Joann raise funds for The Kids’ Mental Health Foundation in all stores through July. Since 2021, Joann has raised more than $3.6 million to help the Foundation offer free mental health resources and treatment to youth nationwide.

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