Following the bankruptcy and closure of 800 Party City stores in the US this February, arts & crafts retailer Michaels is looking to fill that market gap with a party-supply expansion.

The retail chain’s leadership team believes this is a fantastic growth opportunity, noting that searches for party supplies on its e-commerce sites have gone up by 155% since the beginning of the year. As a result, the company will roll out more than 500 new party items, accessories and decorations across its fleet of 1,250 US stores starting in August. 

When it’s complete, this expansion will increase Michaels’ party supply selection by 200%. One major category the retailer is hitting on early is balloons, adding 300 new varieties to its product range, including an updated licensed character assortment, several new shapes and premade balloon bouquets for special occasions. 

Michaels plans to continue this momentum by revamping its in-store birthday party and private events business later this year. This push encompasses increasing the number of party themes available, adding food & beverage add-on options, and hosting monthly MakeBreak sessions where kids & families can create a project from start to finish for US$10. Last year alone, US Michaels locations hosted nearly 5,000 parties for more than 42,000 kids.