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Hallmark said that it is closing the Home & Gifts business by the end of the year. They will be working through this transition over the next several months. The Home & Gifts division included the brands Easy, Tiger, Floor 9 and J.C. and Rollie.

“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. As a result of this continual process, we are exiting our stand-alone Hallmark Home & Gifts business,” said Andy DiOrio, corporate public relations and social media director.

“Gifts will continue to be a part of Hallmark’s product strategy, which will be offered within our Hallmark Retail and Hallmark Greetings businesses wherever Hallmark-branded gift products are sold,” DiOrio added.

“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,” Hallmark said in a statement.

The Home & Gifts division was based in Kansas City at the Hallmark headquarters. The full division was approximately 60 employees, but those impacted will be offered transition support and also the opportunity to apply for open positions within the company. Additionally, some Hallmark Home & Gifts employees will shift to existing parts of the company, depending on business needs.