Party City, the once-dominant party supply retailer, is getting a fresh start under the ownership of New Amscan PC LLC, which acquired the brand earlier this year in a bankruptcy auction for a reported $20 million. The Hillside-based company is spearheading a comprehensive relaunch aimed at making party planning more convenient and accessible for customers across the United States, including New Jersey.
At the heart of the relaunch is a newly launched e-commerce platform, now live and supporting 26 franchise locations, including the Garden State’s South Plainfield store. Customers can browse and purchase balloons, themed décor, costumes, and party essentials online, giving the brand a modernized digital footprint while maintaining a physical presence for those who prefer in-store shopping.
Expanding the reach of the brand further, Party City has announced a partnership with DoorDash, offering same-day delivery of party supplies to customers in most major U.S. cities. This collaboration ensures that essential celebration items can arrive directly at doorsteps, adding convenience and speed for last-minute planners or those seeking a seamless shopping experience. The delivery service is particularly appealing as consumers increasingly favor home delivery for both everyday and specialty purchases.
In addition to the e-commerce push and delivery services, Party City is exploring retail partnerships with Staples to create new access points for customers. Signage at select Staples locations in New Jersey has already highlighted the upcoming arrival of “Party City at Staples,” signaling a strategic move to integrate party goods into locations frequented by office supply shoppers and small business owners.
The transformation of Party City follows a turbulent period for the retailer. In 2024, the company filed for Chapter 11 bankruptcy for the second time in two years, prompting the auction of leases for more than 700 corporate-run stores across 45 states. Independently owned franchise stores, including the 26 currently operational, were not part of the bankruptcy process and continue to operate under the Party City banner. Proceeds from the lease auctions reportedly generated roughly $14.5 million, with major bidders including Dollar Tree and Five Below.
Alongside acquiring the stores, New Amscan PC LLC secured Party City’s intellectual property and wholesale operations, positioning the company to leverage both the brand’s legacy and its supply chain capabilities. An affiliate of Ad Populum, a Santa Monica-based designer and wholesaler specializing in gifts, home accents, costumes, and collectibles, New Amscan brings expertise in sourcing and distribution that complements Party City’s longstanding market presence.
Joel Weinshanker, CEO of Ad Populum, highlighted the vision behind the acquisition, stating, “We are excited to lead the transformation of the Party City and Amscan brands. By combining our strengths in sourcing and distribution with Party City’s legacy, we are confident in our ability to innovate and grow in the party supply market, delivering products that inspire and elevate life’s celebrations.”
Party City’s history in New Jersey and across North America reflects its significant influence in the party goods sector. Founded 38 years ago in East Hanover, the chain once operated close to 1,000 stores and was the largest retailer of party goods in the U.S., Canada, and Mexico. After emerging from its first bankruptcy in 2023 with a leaner footprint and improved financial structure, the company faced persistent debt challenges, ultimately leading to a second Chapter 11 filing in 2024. The relaunch now aims to balance brick-and-mortar presence with robust digital and delivery capabilities, creating a versatile model for the modern consumer.
For shoppers in New Jersey, the relaunch offers multiple ways to access Party City’s products—from franchise stores like South Plainfield, to online orders with fast delivery via DoorDash, and upcoming in-store sections at Staples. The combination of digital convenience and physical locations ensures that celebrating life’s milestones is now more seamless than ever.
To keep up with New Jersey retail news, store openings, and updates from major brands, visit Explore New Jersey Business.
