Listen to this articleThe basics:
- New Amscan PC LLC acquires Party City and leads relaunch
- E-commerce platform now live, supporting 26 franchise stores — including South Plainfield
- DoorDash partnership delivers balloons, costumes & party essentials to customers
- Expansion into Staples stores offers new access points for shoppers
After acquiring Party City for a reported $20 million earlier this year as part of a bankruptcy auction, the specialty retailer’s new owners are focused on making it “easier, faster and more fun than ever” for customers to plan celebrations.
Hillside-based party goods supplier New Amscan PC LLC now leads the banner. The chain unveiled an e-commerce platform and also supports 26 franchise stores spanning Arkansas, California, New York, Tennessee, Texas, Virginia and Puerto Rico. There’s also one New Jersey location, in South Plainfield.
In September, it announced a partnership with third-party delivery platform DoorDash. The collaboration brings inflated balloons, themed décor, costumes and party essentials directly to customers’ doorsteps.
According to Party City, the service is available in “most major U.S. cities.”
The brand is also apparently setting up shop at some Staples stores as a way offer consumers a new way to access their favorite party-planning goods. Signage posted in at least one of the office supply retailer’s locations in New Jersey announced the pending arrival of “Party City at Staples.”
A spokesperson for Party City did not immediately respond to a request for more information.
Cause for celebration
Party City declared Chapter 11 bankruptcy for the second time in two years in 2024. After, the formerly Woodcliff Lake-headquartered company auctioned off leases for more than 700 corporate-run stores across 45 states and began liquidating.
The December 2024 bankruptcy excluded independently run franchise stores, like the 26 locations currently open, and Party City subsidiaries outside of the U.S., which remained in business.
According to CoStar, the lease-auction process for “a significant portion” of Party City’s real estate lease portfolio generated about $14.5 million in gross proceeds. Major bidders included discount giant Dollar Tree and budget-friendly retailer Five Below, the publication reported.
Separately, New Amscan acquired Party City’s intellectual property and wholesale operations. The entity is an affiliate of Ad Populum, a Santa Monica, Calif.-headquartered designer and wholesaler of gifts, home accents, costumes and collectibles.
Leading a ‘transformation’
At the time of the sale, Ad Populum CEO Joel Weinshanker said, “We are excited to lead the transformation of the Party City and Amscan brands. By combining our strengths in sourcing and distribution with Party City’s legacy, we are confident in our ability to innovate and grow in the party supply market, delivering products that inspire and elevate life’s celebrations.”
Founded 38 years ago in East Hanover, Party City previously was the largest retailer of party goods in the U.S., Canada and Mexico. At its peak, the chain once operated close to 1,000 stores.
After emerging from its first bankruptcy in September 2023, the company came out of the process with a reduced brick-and-mortar footprint, strengthened capital structure and improved liquidity.
However, it still had a debt load of more than $800 million, which dragged down profits and strained liquidity.
Ahead of the second bankruptcy filing, reports began to surface that the company was behind on rent at some locations and running out of cash.
