Hi Lori S. -- So glad I happened to stumble upon your post, and am able to offer insight. Hoffman California Fabrics is focused on independent quilt shop retailers. This group is our major customer, and for which we design our screenprinted fabrics as well as our authentic Bali Batik fabrics. The company was approached by JoAnn a few years ago at a time when this retailer was increasing its offering of quilting fabrics and quilting supplies and notions. The collections Hoffman California creates exclusively for JoAnn are limited in number. As a company, 1) we don't do that many, 2) the screenprints are created on completely different greige goods that are not the same very high quality of the screenprints sold to your LQS and 3) the selvege on the goods created for JoAnn is very specific that it is for JoAnn only. JoAnn sets its own price; Hoffman California is not involved in JoAnn's pricing. You'll find that some other major textile manufacturers have similar programs with JoAnns, and no doubt you've seen signature goods from major designers (Denyse Schmidt, Mary Engelbreit, Debbie Mumm, etc.) being sold at JoAnn. As an avid quilter, I personally can appreciate the shock you must have felt at seeing the Hoffman California name on the selvege. Rest assured, our focus remains on independent quilt shops and independent fabric retailers and we support these customers in a wide variety of ways through our marketing and sales efforts. Please look for us on Facebook, Twitter and Pinterest to get "breaking news," ideas for creativity and opportunities to win fabric. Also, visit our Free Quilt Patterns Gallery at
www.hoffmanfabrics.com for projects created for our newest screenprinted collections and Hoffman Bali Batiks. Hopefully we keep you as a fan of our fabrics, because your support naturally means support to hundreds of LQS retailers around the country. Respectfully, Michelle F., marketing coordinator/Hoffman California Fabrics.