The Princess of Wales‘ mother Carole Middleton has launched a rewards system for her party paraphernalia business – after expanding the company to the US.
Party Pieces was founded by Kate Middleton‘s mother, 67, in 1987 when she was looking for inspiration for her daughter’s fifth birthday party.
She realised there was a gap in the market and set up the company that offers time-pressed parents an easy choice of imaginative parties for their children.
The brand’s best-selling Party Pieces Collection features products such as plates, napkins, cups, hats, balloons, treat stands and decorations.
All three of her children have worked for it at some point – Kate helped develop the first birthday and baby category.
The news was announced on the company’s official Instagram last night, with a post reading: ‘You’re officially invited to the Party Pieces Rewards club, where you can earn exclusive rewards when you shop.
The Princess of Wales ‘ mother Carole Middleton has launched a rewards system for her party paraphernalia business – after expanding the company to the US
Kate’s mother Carole launched her party paraphernalia business in the US last month (pictured looking at the products and posters)
‘You’ll also get access to exclusive discounts, early product launches, shipping benefits and more.’
On the company’s website, customers who become members will automatically earn ’40 Party Points’, and will then earn 1 point for every £1 spent.
Customers can also earn points with other tasks, including following the brand on Instagram and Pinterest.
If a customer spends over £50, they will earn 200 Party Points.
The rewards club was announced last night on the Party Pieces official Instagram page along with a photo of Carole
Points can then be redeemed on purchases in order to receive a discount. A customer can use 100 points to get £5 off or 200 points to get £10 off.
Meanwhile they could also use larger amounts of points to get more money off – including 300 points to get £15 off, or 400 points to get £20 off.
The announcement comes weeks after it was revealed Party Pieces Collection is being sold for the first time in the United States.
Carole visited several stores to see her products, which were featured alongside cardboard posters of herself.
The 67-year-old started Party Pieces in 1987 after struggling to find options for her daughter Kate’s fifth birthday party
It is the brand’s first retail partnership outside of the UK and is the beginning of ‘larger expansion plans’ in the US, according to its official Instagram account.
The firm is based at Child’s Court Farm in Yattendon, Berkshire. It employs 40 people and sends out 4,000 orders a week.
Carole previously said how in the beginning they had to do ‘everything ourselves’ and the children would sometimes help with tasks such as taking orders and filling boxes.
It comes only a year after a successful e-commerce launch in Britain, which saw the Party Pieces Collection quickly become a best-selling range.
However, the mail-order company made a loss of almost £300,000 last year.
Recently published figures disclose that Party Pieces Holdings racked up a loss of £285,506 in 2021, making its net deficit £1.35million.
The venture across the Atlantic is the next phase of growth for Party Pieces. It will make its products available in the US at 39 Saker ShopRites stores.
‘It’s very exciting to see our Party Pieces Collection expanding into the US starting with Saker ShopRites, a leading retailer in New Jersey and family-owned business with a long history of commitment to the customers and communities its stores serve,’ said Carole.
‘This is the culmination of great teamwork, and we’re happy to partner with Saker ShopRites for our initial launch.’
Richard Saker, president and chief executive of Saker ShopRites, said: ‘We are thrilled to be the first US retail partner for British heritage brand Party Pieces.
‘We know our customers are coming together again to mark special occasions in their lives and they want to make their parties spectacular.’