A small store in Kansas City, Kansas is the first store in the country to sell Hallmark's new line of products developed specifically for Latino customers.
El Padrinlo store is the only place in the country right now where you can buy Hallmark's new Vida brand. The new partnership is a bonus for both parties.
Carlos Ayala, Hallmark's Multicultural Division leader, explained that Hallmark's Vida line of cards and products were developed because the Hispanic population is the fastest growing population in the United States.
"We were looking for the right place to sell our products to reach the Latino community," said Ayala.
"This partnership makes us part of the community," Ayala added.
Raul El Padrino said his store was popular in the Latino community because they sold products from Mexico and party products for special events in the Hispanic community, along with soccer jerseys.
"I believe Hallmark picked us because we are so well-known in the Hispanic community; people who do not speak English feel comfortable shopping here," El Padrino explained.
El Padrino also has a soccer league that started with 20 players and now has more than 700.
The owner called the partnership with Hallmark a special moment in his life and the life of his company. El Padrino came to the U.S. when he was 11 years old and just became a U.S. Citizen last year.
"Small businesses struggle to compete with large businesses," El Padrino explained. "Having Hallmark will help our business grow."
There are El Padrino stores in KCK and Olathe. If the Vida line is a hit, El Padrino said he will consider opening more stores.
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Cynthia Newsome can be reached at Cynthia.Newsome@kshb.com.
