Hallmark to close Home & Gift operation

Industry giant, Hallmark, has announced that it is to close its Home & Gift operation by the end of 2019 and absorb brands from this division into the Hallmark Retail and Hallmark Greetings business. The brands Easy, Tiger, Floor 9 and J.C. and Rollie are come under the Home & Gift umbrella.

Hallmark Home & Gifts was based at the company headquarters in Kansas City, USA, where it was run by around 60 employees. Those affected are being invited to apply for other positions within the business.

Andy DiOrio, corporate public relations and social media director for Hallmark, said: “In an ever-changing retail industry, we must constantly evaluate and evolve our company to ensure we focus our business model to best meet the needs of our valued consumers and customers. As a result of this continual process, we are exiting our stand-alone Hallmark Home & Gifts business”.

“Gifts will continue to be a part of Hallmark’s product strategy, which will be offered within our Hallmark Retail and Hallmark Greetings businesses wherever Hallmark-branded gift products are sold. This move will help to streamline our business in a competitive retail environment and enable us to maintain a sharp focus on new and innovative ways in which we can help our consumers live caring, connected lives full of meaningful moments.”

Hallmark launched the division in 2015 as part of a reorganisation of its American operation, creating three distinct business units: Hallmark Greetings, Hallmark Home and Gifts, and Hallmark Retail. In 2016 the company rolled out a new design-led home décor line and currently offers products that include home accents, desks and stationary, men and women’s fashion accessories, and dining and entertaining.