OMAHA, Neb.--(BUSINESS WIRE)--Oriental Trading Company, Inc., the nation’s largest direct retailer of value-priced party supplies, arts and crafts, toys, novelties, and school supplies, today announced an agreement to acquire SmileMakers, a direct retailer of patient giveaways and practice promotions developed for the dental and healthcare markets, as well as classroom incentives and aids to the education market. SmileMakers is a wholly-owned subsidiary of Staples, Inc. and is based in Spartanburg, South Carolina. Oriental Trading is a Berkshire Hathaway company with headquarters in Omaha, Nebraska.
“SmileMakers’ unique assortment of products is a complementary addition to our offerings,” said Sam Taylor, CEO of Oriental Trading Company. “SmileMakers is the leading brand catering to the dental and healthcare markets, and this strategic acquisition will help expand the reach of both companies. For example, we plan to enhance SmileMakers’ product offering to their customers through the addition of Oriental Trading products.”
Credited with creating the “treasure box” giveaway concept in dentist offices, SmileMakers offers a selection of nearly 9,000 toys, stickers, and novelty supplies that are especially popular among medical and dental practices. Products are sold via the company’s catalogs and www.smilemakers.com website. SmileMakers was founded in 1978, and its operations include a fulfillment center in Ontario, Canada, in addition to its principal fulfillment center in Spartanburg.
Oriental Trading expects to complete the acquisition by mid-April. This marks the company’s second acquisition in the last ten months. In June 2013, Oriental Trading acquired Minneapolis-based MindWare, a manufacturer, wholesaler, and direct retailer of educational games, toys, and books for kids of all ages.
About Oriental Trading Company (A Berkshire Hathaway company)
Oriental Trading Company is the nation’s largest direct retailer of value-priced party supplies, arts and crafts, school supplies, toys, and novelties. The company is recognized as one of the Top 15 Online Retailers for Customer Satisfaction and one of the Top 50 Catalog Companies. Oriental Trading employs approximately 1,800 employees and offers more than 50,000 products to individuals, teachers, schools, churches, businesses, and not-for-profit organizations. From pink flamingos, party supplies, and wedding favors to holiday decorations, educational games, and crafts, Oriental Trading makes the world more fun. www.orientaltrading.com www.mindware.com