Oriental Trading Company
Omaha direct retailer of party supplies, toys, and crafts founded in 1932, a wholly owned Berkshire Hathaway subsidiary with an estimated $750 million in revenue.
Company Type
private
Founded
1932
Headquarters
Omaha, Nebraska, USA
Revenue
Approximately $750 million (estimated, 2026)
Employees
Approximately 1,000 to 2,000
Primary Market
United States
Oriental Trading Company Timeline
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.
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.
History of Oriental Trading Company
Harry Watanabe founded Oriental Trading in Omaha in 1932 as a supplier of novelties and gift shop merchandise. Through the 1950s it became a leading supplier to the American carnival trade, providing prizes and novelties, and launched mail-order catalog operations in 1956.
The catalog business made it a national direct retailer, and an early bet on e-commerce in 1999 shifted the business predominantly online by the 2000s.
Ownership passed from the Watanabe family through private equity owners KKR and Carlyle Group before Berkshire Hathaway acquired the company in 2012, bringing it home to Omaha as a neighbor to Berkshire's other local retailers.
Under Berkshire, the company added MindWare and SmileMakers soon after the takeover, launched in-house brands Marry Me, Fun365, and CustomFun365 in 2017, and acquired Morris Costumes in 2021. Party City's 2025 collapse redirected significant consumer demand to online specialists, where Oriental Trading is the dominant player.
Brands Owned by Oriental Trading Company
Oriental Trading Company owns 1 brand in our database. Explore the ownership tree below — click categories to expand and see individual brands.
Oriental Trading Company
private · Founded 1932 · Omaha, Nebraska, USA
1
brands
Oriental Trading Company Ownership: Pros & Cons
Advantages
- +Berkshire ownership provides permanent capital and stability
- +Decentralized model preserves local management authority
- +90-plus years of supplier and customer relationships
- +Bulk niche insulated from direct Amazon price wars
- +Party City exit opened direct path to category leadership
Considerations
- -No standalone financial transparency inside Berkshire
- -Import-heavy assortment faces tariff and freight pressure
- -Demand tied to events, celebrations, and education calendars
- -Growing online competition in party supplies
Frequently Asked Questions 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.
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.
Sources & Further Reading
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