ELMSFORD, N.Y., June 25, 2018 (GLOBE NEWSWIRE) -- Party City Holdco Inc. (NYSE:PRTY), the leading vertically integrated party goods company in North America, announced today the Company’s strategic decision to expand its temporary store offerings through the expected piloting of approximately 50 new ‘Toy City’ pop-up stores.
Party City will launch the temporary Toy City sites alongside its Halloween City pop-up stores in a variety of locations across the country. These sites were selected based on optimal location and attractive leasing opportunities.
James M. Harrison, Chief Executive Officer, stated, “Party City is the unmatched leader when it comes to relevant product offerings for everyday occasions and seasonal celebrations, and we’re always looking for opportunities to enhance these assortments for our customers. The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created.”
By co-locating the Toy City pop-ups alongside Halloween City locations, the Company will leverage the strength of these stores to create a concurrent seasonal and toy destination, with an integrated and seamless shopping and checkout experience. The Toy City pop-ups will open in early September 2018 in conjunction with the Company’s Halloween City openings and operate through the holiday season, servicing customers’ end-to-end needs.
Party City will also test an expansion of its online assortment of toy offerings, providing customers with a broader range of toy products to choose from, while further supporting the overall Party City experience online.
Mr. Harrison concluded, “As the leading omni-channel retailer in the category, there are many benefits to this pop-up store expansion strategy. We’re excited to increase our toy assortments while still remaining focused on our core seasonal offerings.”
About Party City
Party City Holdco Inc. is the leading party goods company by revenue in North America and, it believes, the largest vertically integrated supplier of decorated party goods globally by revenue. The Company is a popular one-stop shopping destination for party supplies, balloons, and costumes. In addition to being a great retail brand, the Company is a global, world-class organization that combines state-of-the-art manufacturing and sourcing operations, and sophisticated wholesale operations complemented by a multi-channel retailing strategy and e-commerce retail operations. The Company is the leading player in its category, vertically integrated and unique in its breadth and depth. The Company designs, manufactures, sources and distributes party goods, including paper and plastic tableware, metallic and latex balloons, Halloween and other costumes, accessories, novelties, gifts and stationery throughout the world. The Company’s retail operations include over 900 specialty retail party supply stores (including approximately 150 franchise stores) throughout North America operating under the names Party City and Halloween City, and e-commerce websites, principally through the domain name PartyCity.com.