The launch is part of JoAnn’s initiative to enhance its branding, merchandising and service offerings. Last June, the company opened a concept store in Columbus, Ohio, that 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.

Steve Miller, SVP of marketing at JoAnn, said MyFabric “opens the door to a new era of creativity.” In early 2019, MyFabric will expand to allow customers to upload their own pattern designs as well.

JoAnn is using digital printing technologies to allow consumers to personalize their fabrics.

The 865-unit fabric and crafts chain’s new MyFabric program allows customers to now not only select from thousands of designer patterns, but also customize the exact color, scale and repeat of the pattern, and choose from dozens of fabric substrates.

The program is powered by WeaveUp digital printing technology. WeaveUp, founded in 2015, is headquartered in Durham, NC, and services both professional designers and consumers. Joann is the first major retailer to tap into its technology.