Party City, a US-headquartered speciality retailer of party goods, is accelerating the rollout of its new store format, following the early success of pilot locations.  

The new format features a dedicated service area for Party City's unique balloon assortment, enhancing customer accessibility. 

The new stores serve as a testing ground for new product assortments, with a focus on categories related to children's celebrations, including trending favours and toys.   

The updated queue experience is designed to make bold merchandising statements, with the flexibility to continuously showcase different featured products. 

Party City's latest design innovation also elevates birthday shopping with the introduction of "birthday worlds".  

Party City merchandising VP Dion Miliaresis said: "With this introduction, we have moved away from the traditional aisle experience and have developed two birthday worlds within each store. One is dedicated to kids' birthdays, and one for general birthday celebrations.  

“These are complete mini-shops, with everything brought together in one place – this makes it easy for the customer to find everything they need and hopefully discover a few surprises and fun ideas to add to their celebration along the way." 

The new store format will be showcased during a grand re-opening celebration at Party City's recently reformatted store in Cumberland, Georgia.  

The event is scheduled for 1 March 2024 and will feature the retailer's spring merchandise, including St Patrick's Day, Easter and baseball themes.  

Attendees can enjoy door prizes and refreshments, with the first 25 customers receiving a $25 gift card.

Party City plans to host additional opening events in the upcoming months to continue promoting the new store concept.