Seeking to expand its digital reach, Party City has partnered with Amazon to sell select product assortments on the e-Commerce giant’s site. Party City will launch the pilot program ahead of this year’s Halloween season, initially focusing on the costume category. The retailer plans to add products themed for the holiday season later this year.
“The Amazon pilot we are launching will complement PartyCity.com’s category leading capabilities and serve to advance our overarching strategy of having Party City products available to consumers wherever they choose to shop,” said James Harrison, CEO of Party City in a statement. “As a vertical retailer, the program also creates an additional channel of distribution that allows us to leverage our dynamic manufacturing and distribution capabilities while attracting new customers to the Party City brand, including Millennials, who have shown a propensity to shop across online channels.”