PARTY CITY OPENS FIRST CANADIAN STORE
By Adnews Staff
Party City of Richmond Hill, Ont. opened its first superstore this week in Brampton, Ont. Advertising to promote the party supply store began last week using direct mail and print. It was created by Peters Communications of New York, the agency used by the New Jersey-based Party City parent firm. Media buying is handled in-house. The chain is opening another store in Mississauga, Ont. in three weeks, and stores in Thornhill and Kitchener, both in Ontario, in the winter. It plans to open 75 stores in Canada over the next five years. Once Party City has at least four stores in Canada, it will begin using TV and radio advertising. The first two stores are 12,000 square feet each and carry over 20,000 different items which, the company says, are sold at 35% to 50% below competitors' prices. Its stock include paper plates, cups, napkins, favors, balloons, cake decorating supplies and costumes. Party City has 109 superstores in the U.S.