November 16, 2013 11:11 PM

Hallmark Cards overhauls company to fight shrinking card sales

A new retail concept and more online options are diversifying revenues for Kansas City-based Hallmark Cards Inc., which continues to cut staff and pare expenses as sales decline in its traditional paper lines. Customization is key in Hallmark’s battle to win “social expression” customers, one by one if need be. And it’s what makes HMK different from Hallmark’s network of 2,600 Gold Crown card shops.

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