News Summary
If It’s Paper, a retail shop in Columbia, South Carolina, is undergoing significant rebranding and expansion to meet evolving market demands. The store, once focused on paper products, is now enhancing its inventory to include party supplies, balloon offerings, and catering essentials. With new leadership and a redesigned shopping experience, If It’s Paper aims to cater to the diverse needs of its customer base, while strengthening its role in the community. This initiative follows the imminent closures of major competitors, positioning the store for increased customer engagement and relevance.
Columbia, South Carolina – If It’s Paper, a well-known retail shop located at 1801 Gervais St., has recently undergone a significant rebranding and expansion in response to shifting leadership and evolving market demands. Once primarily recognized for offering various paper products, the shop is enhancing its inventory to include a broader range of items, catering to the diverse needs of its customer base.
The rebranding initiative follows the retirement of longtime partner and manager Lisa Ducom. Current owner Jeff Culbertson, who purchased the business in 2011 and relocated it to its current premises in 2012, sought to refresh the store’s image. Alongside the changes in management, the business is now under the guidance of new store manager Haley Young, who has played a vital role in the renovation and expansion plans.
If It’s Paper has a rich history as a local retailer, initially focusing on paper goods like envelopes and office supplies. It has broadened its scope to include an impressive selection of party supplies, invitations for special occasions, gift packaging, and merchandise featuring popular South Carolina motifs, including Gamecocks and Clemson souvenirs.
Expansion of Offerings
As part of the rebranding effort, If It’s Paper has significantly expanded its inventory, particularly focusing on filling a market niche after Party City’s announcement of nationwide store closures by 2024. Recognizing that balloons were among the most popular items in Party City stores, Culbertson decided to enhance If It’s Paper’s balloon offerings. This strategic move aims to attract customers seeking party supplies and decorations, where demand is expected to rise in the wake of Party City’s exit.
The store has also been redesigned to enhance customer experience. Young has reconfigured the layout, allowing for improved product visibility and inspiration for shoppers, fostering an engaging shopping environment. The floor plan now features clear sections for different categories, allowing customers to quickly find what they need while also discovering new products.
Focus on Community
In addition to party supplies, If It’s Paper is placing an emphasis on catering supplies. The shop is particularly focused on serving the needs of local bakers, offering essential items like boxes and plates that facilitate the transportation of baked goods. This further diversification of product offerings is intended to reinforce If It’s Paper’s reputation as a comprehensive resource for both personal and professional events.
As part of its modern approach, If It’s Paper has launched a new Instagram page, enhancing its presence on social media. This platform aims to engage the community and showcase the store’s diverse offerings beyond paper products. The updated front windows now prominently display the new logo and clearly outline the range of available items, ensuring better customer awareness as they approach the store.
Background Context
Since its inception, If It’s Paper has built a solid reputation within Columbia, easily accessible near the University of South Carolina School of Law. The recent transformations reflect a broader trend within retail, where businesses must adapt to shifting consumer preferences and market dynamics, particularly in the wake of significant changes in the competitive landscape, such as the impending closures of a major player in the party supplies market. By evolving its product offerings and enhancing the shopping experience, If It’s Paper aims to maintain its relevance and appeal to a broad customer base.
This comprehensive revitalization effort at If It’s Paper not only marks a new chapter for the shop but also positions it as a versatile destination for a variety of customer needs, reflecting its growth beyond its original scope of paper products.
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Additional Resources
- The State
- Wikipedia: Columbia, South Carolina
- The Guardian
- Google Search: retail trends in Columbia SC
- The New York Times
- Google Scholar: Columbia retail business
- Nature
- Encyclopedia Britannica: retail industry
- The Intercept
- Google News: party supplies in Columbia
- Dignity Memorial
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The LEXINGTON STAFF WRITER represents the experienced team at HERELexington.com, your go-to source for actionable local news and information in Lexington, Fayette County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Woodland Art Fair, Crave Food and Music Festival, and Railbird Festival. Our coverage extends to key organizations like Commerce Lexington and Blue Grass Community Foundation, plus leading businesses in education, manufacturing, and technology that power the local economy such as University of Kentucky, Toyota Motor Manufacturing, and Lexmark. As part of the broader HERE network, including HEREBowlingGreen.com and HERELouisville.com, we provide comprehensive, credible insights into Kentucky's dynamic landscape.
