Joann, a leading fabric and craft retailer, has launched MyFabric to allow customers to show their personal style through completely customised fabric creation. Customers can now not only select from thousands of designer patterns, but also customise the exact colour, scale and repeat of the pattern, and choose from dozens of high-quality fabric substrates.

Powered by online marketplace WeaveUp, the programme offers customers unprecedented design control and product quality, Joann said. “We know today’s consumers are looking for personalisation in every retail experience, and that’s amplified in the craft arena. For 75 years, our customers have sewed, quilted, upholstered, and crafted as a way to express themselves. But they could only choose from the fabric designs, colours, and weights that were available. MyFabric opens the door to a new era of creativity, and brings an added layer of handmade individuality,” said Steve Miller, SVP of Marketing at Joann.

Customers can manipulate more than 8,000 designer patterns in the browser-based service at joann.com, where they can also find inspiration for their home décor or fashion projects in featured collections and themes. Then, they select from dozens of fabrics, ranging from sheers to upholstery weight, to be printed with unparalleled precision and colour quality. Additionally, they can visit stores to actually touch and see the fabric options before placing an order. Orders are printed in the US using an eco-friendly process that results in sharp, colourfast designs, and users can order their custom fabrics in any quantity, even as little as a single yard.

“Using WeaveUp technology to bring fabric customisation directly to individual consumers is a game-changer. While we are the de facto standard for digitally customising designs for many market-leading corporate clients, Joann is the first major retailer to offer this range of designs and fabrics. We are excited to partner with America’s iconic fabric retailer to bring high quality digitally printed fabrics to millions of creative individuals,” Flint Davis, President of WeaveUp said.

Joann has recently made headlines by revamping its branding, merchandising, and service offerings, as highlighted in its industry-first concept store. The store, in Columbus, Ohio, features cutting-edge technology, dedicated community and learning spaces, and custom services and support. The addition of MyFabric aligns to the concept store’s expanded sewing studio, as well as its custom sew & go service. In early 2019, MyFabric will expand to allow customers to upload their own pattern designs as well.