Taking the Party to Third-Party Venues: A Look at Party City’s Move into Marketplaces
Retail TouchPoints
JULY 12, 2021
With more than 800 stores and another 250 to 300 pop-up locations during its Halloween high season, as well as a strong DTC site, Party City has a pretty solid presence on the U.S. retail scene. Nevertheless, in 2018 the party goods retailer went a step further and began selling on Amazon as well. The aim was to reach more consumers — particularly younger ones — even if that meant going outside Party City’s owned channels, said Vishwas Bharadwaj, the company’s VP of Marketplaces.
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