Hallmark

Hallmark is a privately held, family-owned company recognized for its long-standing presence in the greeting card and consumer products industry. The business was established in 1910 by Joyce Hall, who began with a postcard venture that eventually shaped the modern greeting card market. Over the years, Hallmark has broadened its reach well beyond cards, becoming a household name through its retail stores, media operations, and diversified product lines.

As of September 2023, Hallmark operates approximately 1,245 Hallmark Gold Crown stores, maintaining a stable and mature retail footprint across North America. The company’s approach centers on sustaining its established store network rather than pursuing aggressive expansion, with a strategic emphasis on optimizing existing locations and enhancing retail operations. This posture has remained consistent over the past five years, as Hallmark has focused on supporting its stores through product innovation and media diversification rather than opening new sites.

Hallmark’s evolution includes several notable milestones. In 1954, the company adopted the Hallmark name, marking its transition into a nationally recognized brand. The launch of Hallmark Keepsake Ornaments in 1973 introduced a new seasonal product category that continues to attract collectors and gift buyers. The 1984 acquisition of Binney & Smith, now known as Crayola, expanded Hallmark’s portfolio into arts and crafts, while the 2001 debut of the Hallmark Channel established its presence in television, further connecting the brand with consumers through original programming.

Today, Hallmark’s stores offer greeting cards for every occasion, along with gift wrap, party supplies, stationery, and seasonal decorations. The company’s media channels, including the Hallmark Channel and Hallmark Movies & Mysteries, have become fixtures in family entertainment, especially during the holiday season. Hallmark employs around 30,000 people globally and reported annual revenue of approximately $5.0 billion as of 2020.

For landlords, brokers, and developers, Hallmark represents a retailer with a proven track record and consistent operational performance. Its Gold Crown format is well established, and the company’s continued investment in media and consumer products supports the vitality of its retail network. Hallmark’s operational independence and focus on long-term stability make it a reliable tenant with a recognizable brand and steady customer base. The company is headquartered in Kansas City, Missouri, and remains privately owned by the Hall family.