The new stores in Gaithersburg, Princeton and Pensacola will hold re-opening celebrations.
Following the first three stores, Party City is planning to open additional new format stores throughout the year. The stores will feature a dedicated balloon service area and birthday worlds.
Dion Miliaresis, vp of merchandising, commented: “We have moved away from the traditional aisle experience and have developed two birthday worlds within each store. These are complete mini-shops, with everything brought together in one place. This makes it easy for the customer to find everything they need and to hopefully discover a few surprises and fun ideas to add to their celebration along the way.”
“The customer is at the center of everything,” said Bill Lanza, head of stores at Party City in a statement. “This store format allows for a redefined shopping experience to help ease their celebration planning. The new merchandising approach is translating to increases in cross-sales and adjacent product categories. These factors have prompted us to look at how we can accelerate this format and bring this experience to more of our customers across the country.”
