Hallmark Cards Inc. announced a reorganization plan on Tuesday to create three new — and separate — businesses out of Hallmark North America.
According to company officials, it's time to move beyond operating as "one big organization."
Hallmark Greetings, Hallmark Home and Gifts and Hallmark Retail will be added to the company's roster of independently operated businesses, such as Crayola, Crown Media, Crown Center, and Hallmark International.
A Hallmark spokeswoman said all three of the new businesses would continue to be based in Kansas City.
There will be a shuffle in management. Don Hall Jr. stays on as board vice chairman and CEO. But David Hall's position will change from president of Hallmark North America to president of the corporation.
Three presidents will oversee each of the new businesses to maintain "oversight and accountability." Mike Perry, CEO of Crayola, moves to president of Hallmark Greetings; Keith Kotel, vice president and general manager of gift solutions, shifts to president of Hallmark Home and Gifts; and John X. Watson continues as president of Hallmark Retail.
In a press release, Don Hall Jr. said that "to enable focus, speed, accountability, decisiveness and greater impact in the marketplace, we must think of ourselves as distinct businesses." Hall added that this will allow each business to "succeed and be more competitive in the future."