How I Exited my $400K/Month Party Decorations Busines
This is a follow up story for Sydney Party Decorations. If you're interested in reading how they got started, published over 7 years ago, check it out here.
Tell us about what you’ve been up to! Has the business been growing?
From Surviving COVID to a Successful Exit — and What’s Next
Since we last spoke, The Party People weathered the storm of COVID, acquired and sold a major store, and ultimately was acquired itself in 2024. I’ve now joined Party Hire Group with a plan to replicate that success story — and then some.
Navigating COVID: Agility in the Face of Crisis
The COVID-19 pandemic was brutal for party businesses — gatherings were banned, and demand collapsed overnight. In March 2020, our sales dropped by 92%. Rather than retreat, I personally went into the store every day to serve the handful of customers still coming in. I asked them: “Why are you here?”
The answer changed everything.
Customers weren’t buying party supplies — they were buying things to entertain themselves and their kids during lockdown: costumes, toys, games, balloons, and baking supplies. That insight led to one of our most successful pivots: the Coronavirus Survival category.
We made this the main banner on our site, splitting it into four subcategories:
Safety & Hygiene – masks, sanitiser, cleaning supplies (we sourced these early before many retailers could) Things to Do at Home – arts & crafts, games, costumes, toys, and balloons Baking – kits and ingredients we already stocked, now repositioned for lockdown fun Gifts – we partnered with a showbag supplier (hit hard by the Sydney Royal Easter Show cancellation) to sell their bags as Easter hampers This pivot didn’t just keep us alive — it positioned us as one of the few party businesses that thrived during the pandemic. Our agility and customer-first mindset turned a crisis into a unique growth opportunity.
Acquisition, Growth, and Exit
After the pandemic, in 2022, a large party store — Mega Party Warehouse (1,800 sqm in Sydney’s southwest) — went up for sale. The owners were burnt out from COVID, and the business was struggling.
We acquired it, turned it around, and before long, a new competitor — Sydney Party Decorations — approached us with an offer to buy the store. After months of negotiations, we agreed to the deal and exited that business less than two years after acquiring it.
Shortly after, they expressed interest in acquiring the entire Party People business.
The Party People Sold
We went public with our intention to sell, and the response was overwhelming: 34 interested parties, with three entering a bidding war.
In December 2024, we agreed to sell The Party People to Sydney Party Decorations.
It was the end of an incredible chapter. From a small two-person shop, we had grown to a team of over 40, with multiple stores, a thriving eCommerce platform, and a presence on major marketplaces. Along the way, I was honored to receive industry recognition, including the Inspiring Retail Leader and Retail Innovator awards.
What’s Next for Me
Following the sale, I joined Party Hire Group in a fractional leadership role to help the founder scale and prepare for a future exit.
I also now work as a retail consultant, supporting other businesses in their growth journeys — and give back by doing pro bono work for nonprofits.
Stay tuned here at Starter Story for the next chapter as we build Party Hire Group into the next big Australian success story.
