Party City to open 50 pop-up toy stores alongside Halloween City this fall
Party City Holdco Inc. (NYSE:PRTY), the leading vertically integrated party goods company in North America , announced June 25 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.”