Winn-Dixie’s newest store now includes Party City’s “Celebrations by Party City” department, according to a Wednesday emailed announcement.
Located at the regional grocer’s store in Apopka, Florida, the department offers items including helium and air-filled balloons, tableware, celebration decor, kid and adult birthday supplies, piñatas, the press release said.
The store-within-a-store model aims to offer customers a more convenient and versatile shopping experience, the announcement noted.
“[T]his partnership allows us to be a one-stop shop for party essentials while customers do their grocery shopping,” Dewayne Rabon, chief merchandising officer for Southeastern Grocers, parent company of Winn-Dixie, said in the announcement.
Shipt also tapped into the party retail space earlier this year by debuting its Hosting Hub, a feature that enables online shoppers to access pre-curated shopping lists for different occasions, the e-commerce delivery company announced in June.
Grocers are beginning to bolster their in-store offerings by deviating from the traditional grocery store product assortment. Last summer, H-E-B launched two new lines of home décor with its Home by H-E-B department. The Texas grocer said it planned to introduce Home by H-E-B departments in 25 stores across its home state by the end of 2022.