Hallmark Discontinues Home & Gifts Business

Hallmark is ending its Home & Gifts business line, and its activities are now being absorbed by the Hallmark Retail and Hallmark Greetings divisions in a transition expected to last through the end of the year.

The 60 employees that are part of the Home & Gifts are based in the Kansas City headquarters office and will either be transferred in their current roles in other departments or have the ability to apply for open positions within the company.

“In an ever-changing retail industry, we must constantly evaluate and evolve our company to ensure we focus our business model to best meet the needs of our valued consumers and customers,” according to a company statement, which said that gifts will still be a significant part Hallmark’s overall business. “This move will help to streamline our business in a competitive retail environment and enable us to maintain a sharp focus on new and innovative ways in which we can help our consumers live caring, connected lives full of meaningful moments.”