Who Owns Oriental Trading?
Oriental Trading Company is an American direct retailer of party supplies, toys, novelties, and crafts founded in 1932 by Harry Watanabe in Omaha, Nebraska. It has been a wholly owned subsidiary of Warren Buffett's Berkshire Hathaway since 2012. The company sells more than 40,000 products primarily online and is the largest direct retailer of value-priced party supplies in the United States, generating an estimated $750 million in annual revenue.
Parent Company
Acquired
2012
Status
Publicly Traded
Headquarters
Oriental Trading Timeline
United StatesOfficial Website
Who Owns Oriental Trading?
- Parent Company: Oriental Trading Company
- Ownership Type: Subsidiary
- Acquisition Year: 2012
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Oriental Trading | Oriental Trading Company | Subsidiary |
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History of Oriental Trading
- Founded: 1932
- Founders: Harry Watanabe
- Acquired by Oriental Trading Company: 2012
Harry Watanabe founded Oriental Trading in 1932 in Omaha as a supplier of novelties and gift shop goods. Through the 1950s it became a major supplier to the American carnival trade, stocking prizes and novelties for traveling shows, and moved into print catalog direct marketing in 1956.
The company grew into one of the country's largest novelty wholesalers and direct retailers through the late twentieth century. An early bet on e-commerce in 1999 turned orientaltrading.com into its dominant channel, and the mail-order catalog era receded.
After the Watanabe family sold the business, the company passed through private equity owners KKR and later Carlyle Group before Warren Buffett's Berkshire Hathaway bought it in 2012 for an undisclosed price reported near $500 million.
Under Berkshire, Oriental Trading expanded assortment beyond party supplies into crafts, teaching supplies, wedding goods under the Marry Me brand, and seasonal decor. It acquired MindWare and SmileMakers soon after the takeover and Morris Costumes in 2021. In 2026, CEO Steve Mendlik announced investment in an AI shopping assistant to help customers navigate the 40,000-plus item catalog.
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About Oriental Trading Company
Who owns Oriental Trading?
Berkshire Hathaway, which acquired it in 2012. It operates as a wholly owned subsidiary under CEO Steve Mendlik.
Is Oriental Trading publicly traded?
No, but parent Berkshire Hathaway trades on the NYSE under BRK.A and BRK.B.
Where is Oriental Trading based?
Omaha, Nebraska, with its main fulfillment campus in La Vista, Nebraska.
How big is the company?
Estimated $750 million in annual revenue, 1,000 to 2,000 employees, and a catalog of more than 40,000 products.
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What subsidiaries does it have?
MindWare, SmileMakers, Morris Costumes, and OTC Direct, plus in-house brands Marry Me, Fun365, and CustomFun365.
Is Oriental Trading a Party City alternative?
Yes, it is consistently listed as a leading online alternative for bulk party supplies since Party City closed its stores in 2025.
- Founded: 1932
- Headquarters: Omaha, Nebraska, USA
- Company Type: Privately Held
- Revenue: Approximately $750 million (estimated, 2026)
- Employees: Approximately 1,000 to 2,000
Where Is Oriental Trading Made / Based?
- Headquarters: Omaha, Nebraska, USA
Oriental Trading Categories & Tags
Oriental Trading Ownership: Pros & Cons
Advantages
- +Berkshire Hathaway backing provides permanent capital with no exit pressure
- +Decentralized Berkshire model preserves local management autonomy
- +40,000-plus SKU catalog and bulk pricing unmatched by generalist rivals
- +Party City closure pushed demand toward online specialists
- +90-plus years of supplier and customer relationships
Considerations
- -No standalone financials or growth disclosures inside Berkshire
- -Party supplies demand is seasonal and event-dependent
- -Import-heavy assortment exposed to tariffs and freight costs
- -Faces Amazon and discount retail competition on commodity items
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Frequently Asked Questions About Oriental Trading
Sources & Further Reading
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Competitors to Oriental Trading
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Dollar Tree | USA | 1986 | Mass market | North america | All Genders | |
| New Amscan | USA | 1986 | Mass market | United states | All Genders | |
| Five Below | USA | 2002 | Mass market | United states | All Genders | |
| Amazon | USA | 2007 | Mass market | United states | All Genders | |
| Blick Art Materials | USA | 1911 | Specialty | North america | All Genders | |
| Walmart | India | 2007 | Mass market | Asia pacific | All Genders |
Learn More About Competitors
Retail EcommerceDollar Tree
Owned by Dollar Tree, Inc.
American discount variety retailer founded in 1986, operating more than 9,200 stores across North America and trading on NASDAQ under DLTR.
party-suppliesseasonaldecorations
Retail EcommerceParty City
Owned by New Amscan, Inc.
American party supplies retailer founded in 1986, ceased retail operations in February 2025 after two Chapter 11 bankruptcies. Brand IP acquired by New Amscan, Inc., backed by Advent International.
party-suppliesseasonalcostumes
Retail EcommerceFive Below
Owned by Five Below, Inc.
American discount retailer founded in 2002 selling trend-right products mostly under $5, operating 2,000-plus stores and trading on NASDAQ under FIVE.
party-suppliesseasonaldiscount-retail
Retail EcommerceAmazon Fresh
Owned by Amazon.com Inc.
Amazon's grocery delivery service offering fresh groceries, pantry items, and prepared foods with same-day and next-day delivery options.
grocery-deliveryfood-deliverye-commerce
Retail EcommerceBlick Art Materials
Owned by Dick Blick Holdings
Largest dedicated art supply retailer in the United States, a family-owned business founded in 1911 that operates more than 60 stores and a leading e-commerce operation.
art-suppliescraftsretail
Retail EcommerceFlipkart
Owned by Walmart Inc.
Flipkart is India's largest e-commerce marketplace, founded in 2007 and majority-owned by Walmart Inc. (NYSE: WMT). Offers retail, electronics, fashion, and groceries.
e-commerceretailonline-shopping
Competitive Analysis
Market Positioning: Oriental Trading competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Oriental Trading
Looking for brands with different ownership structures? These similar brands are not owned by Oriental Trading Company, giving you alternative choices that support different corporate structures.
Retail EcommerceParty City
Owned by New Amscan, Inc.
American party supplies retailer founded in 1986, ceased retail operations in February 2025 after two Chapter 11 bankruptcies. Brand IP acquired by New Amscan, Inc., backed by Advent International.
party-suppliesseasonalcostumes
Privately Owned
Party City is privately owned, unlike Oriental Trading which is under a publicly traded parent company.
Retail EcommerceBlick Art Materials
Owned by Dick Blick Holdings
Largest dedicated art supply retailer in the United States, a family-owned business founded in 1911 that operates more than 60 stores and a leading e-commerce operation.
art-suppliescraftsretail
Privately Owned
Blick Art Materials is privately owned, unlike Oriental Trading which is under a publicly traded parent company.
Retail EcommerceDollar Tree
Owned by Dollar Tree, Inc.
American discount variety retailer founded in 1986, operating more than 9,200 stores across North America and trading on NASDAQ under DLTR.
party-suppliesseasonaldecorations
Publicly Traded
Dollar Tree operates independently without a large parent corporation.
Retail EcommerceHobby Lobby
Owned by Hobby Lobby Stores
Largest arts and crafts retail chain in the US by store count, a private family-owned business founded by David Green in 1972 and known for closing on Sundays.
craftsfabricsewing
Privately Owned
Hobby Lobby is privately owned, unlike Oriental Trading which is under a publicly traded parent company.
Retail EcommerceJoann
Owned by Joann Inc.
American fabric and craft supplies retailer offering sewing, quilting, and DIY materials and supplies.
fabriccraftssewing
Privately Owned
Joann is privately owned, unlike Oriental Trading which is under a publicly traded parent company.
Retail EcommerceMichaels
Owned by The Michaels Companies
Largest arts and crafts retail chain in North America, privately held by Apollo Global Management and strengthened by its 2025 acquisition of JOANN's intellectual property.
craftsfabricsewing
Privately Owned
Michaels is privately owned, unlike Oriental Trading which is under a publicly traded parent company.
Jobs at Oriental Trading Company
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