It is North America's largest provider of arts, crafts, framing, floral and wall décor, and merchandise for makers and do-it-yourself home decorators.The company also develops over a dozen private brands sold in Michaels stores, including Recollections, Studio Décor, Bead Landing, Creatology, and Ashland.[18] Reuters further reported that Michaels posted earnings before interest, income taxes, depreciation, and amortization of $661 million in 2011 and had total debt of $3.5 billion as of January 28, 2012.Rubin was president and CEO of personal-care specialty retailer Ulta Beauty at the time of his appointment and had previously been with Office Depot and Accenture.Later that year, Michaels introduced a new store concept at two locations in Texas, which features a new open layout built around "inspiration hubs", new "maker space" areas for instruction, and self-service pickup lockers for online orders.[31] Michaels produces a number of private brands including Recollections, Studio Decor, Bead Landing, Creatology, Ashland, Celebrate It, Art Minds, Artist's Loft, Craft Smart, Loops & Threads, Make Market, Foamies, LockerLookz, Imagin8, and Sticky Sticks.