KANSAS CITY, Mo. — Kansas City, Missouri-based Hallmark Cards will shut down one of its businesses, citing the need to evolve in “an ever-changing retail industry.”
Hallmark Home and Gifts, which offers home decor and gift products, will close by the end of the year, according to Andy DiOrio, Hallmark public relations and social media director.
The Home and Gifts division is based at Hallmark’s Crown Center headquarters in Kansas City. In all, 60 employees will be affected by the closure, DiOrio said. Some of those will be offered transition assistance and the opportunity to apply for other positions within Hallmark, while some will shift to other existing parts of the company.
“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,” Hallmark said in a statement on Monday afternoon. “As a result of this continual process, we are exiting our stand-alone Hallmark Home & Gifts business.”
According to the company, gifts will continue to part of Hallmark’s product strategy and will be offered within the company’s Hallmark Retail and Hallmark Greetings businesses.
“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,” the company said in the statement.
Hallmark Home and Gifts is one of the company’s six businesses, according to its website.
