Party City launches new store format

Party City is accelerating the rollout of its new store format, following a successful pilot scheme.

The new format features a dedicated service area for Party City’s balloon assortment. The stores will serve as a testing ground for new product assortments, with a focus on categories related to children’s celebrations.

An updated queue system is designed to make space for merchandising opportunities, with the flexibility to continuously showcase different products.

Merchandising vp, Dion Miliaresis, commented: “With this introduction, we have moved away from the traditional aisle experience and have developed two birthday worlds within each store. One is dedicated to kids’ birthdays, and one for general birthday celebrations.

“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 hopefully discover a few surprises and fun ideas to add to their celebration along the way.”


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