Hallmark Gold Crown Celebrates First ‘Store-Within-a-Store’ in Key Hispanic-Owned Retailer

KANSAS CITY, Mo. (Dec. 16, 2016) — Hallmark Gold Crown stores recently partnered with El Padrino, a Hispanic-owned soccer and party supply store in Kansas City, Kan., to reinvent the store’s retail experience by offering a department of Hallmark products  within the store’s existing retail space. The new product offering was officially unveiled to the public on Tuesday, Dec. 13. El Padrino marks the first time Hallmark Gold Crown has placed one of its departments inside a Hispanic-owned store.

“Since 2015, we have worked with approximately 100 independent retailers across the country to put Hallmark Gold Crown departments within their stores,” said Jim Hernandez, Hallmark Vice President of Retail Development for Gold Crown Stores. “It has been an effective strategy for our company to expand our distribution to new markets and help retailers drive new customers into their stores.”

“I felt the product offerings from an established brand like Hallmark would be a nice compliment to my store and most of all to the Hispanic community, which has been searching for specialty gifts in our neighborhoods,” said Raul Villegas, owner of El Padrino.

The Hallmark department features a selection of Hallmark greeting cards, gift wrap and gift products, including Hallmark VIDA, the company’s Hispanic brand of greeting cards and gifts. Hallmark VIDA products address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States with content in both Spanish and English. More importantly, the selection of gifts and imagery on the cards are culturally relevant for the community.

On hand for the ribbon cutting to celebrate the new store partnership were representatives from Hallmark, El Padrino, Kansas City, Kan. Chamber of Commerce, Hispanic Chamber of Commerce of Greater Kansas City, and the Mexican Consulate.

About Hallmark

For more than 100 years, privately-held Hallmark has been dedicated to creating a more emotionally-connected world. In the U.S., products offered by Hallmark Greetings, Hallmark Retail and Hallmark Home & Gifts can be found in more than 40,000 retail accounts including mass retailers, Hallmark Gold Crown® stores and online. Hallmark's family of companies also includes Crayola®, maker of creative art tools and toys, Crown Center, a mixed-use entertainment, office and residential district in Kansas City, Hallmark International which offers products in more than 30 languages available in 100 countries and Crown Media Holdings, Inc., which owns and operates cable television's Hallmark Channel and Hallmark Movies & Mysteries. Headquartered in Kansas City, Missouri, Hallmark employs more than 27,000 people worldwide. For more information, visit Hallmark.com. Connect on Facebook, Twitter, Instagram and Pinterest.


Fun Fact

Keepsake Ornaments debuted in 1973. Since then, Hallmark has introduced more than 8,000 Keepsake Ornaments to adorn Christmas trees and delight fans.