The Irving-based company is using these new locations as testing grounds to refine features before wider implementation across its fleet of 1,300 stores. CEO David Boone described the move as a critical milestone in the brand’s broader transformation, emphasizing a pivot toward analog experiences that encourage local connection. The format departs from traditional aisles by organizing merchandise into distinct shopping worlds, such as a specialized Knit & Sew shop featuring a first-of-its-kind Swatch Bar, which allows customers to browse over 1,000 online fabric samples physically in-store.

Beyond expanded craft inventory, the stores introduce interactive stations like the Candy Bar, Patch Bar, and Charmed Bar, alongside a Pinterest Trend Bar that aggregates viral creative projects. Personalization services have also been bolstered, most notably through a 10-minute custom framing service and a dedicated glass-walled studio where specialists work in full view of customers. The retail floor concludes with an upgraded Party & Event space, signaling a shift toward hosting birthday parties and community classes as a core part of the store’s function.