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How Joann crafted a revival for the digital age

Crafts retailer Joann said it has gained 8 million new customers during the pandemic and grew revenue 24.3% in the first three quarters of 2020, according to regulatory filings. The retailer's efforts to modernize and build a digital presence to court younger consumers began even before the outbreak, and they paid off last year as loyal customers shifted their shopping online and new patrons seeking fabric to make masks found other reasons to return.

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