Reviewing Oriental Trading – Profile, Potential, and Projections

Oriental Trading Company (OTC) has carved out a lasting reputation as one of the largest direct retailers of party supplies, crafts, toys, and novelties in the United States. Established in 1932 and later acquired by Berkshire Hathaway, the company continues to serve schools, families, nonprofits, and individuals seeking budget-friendly fun products.

With decades of experience, a strong catalog legacy, and a robust online presence, OTC faces both opportunities and challenges as it navigates a competitive retail landscape. Let’s take a closer look at its profile, growth potential, and future projections.

Oriental Trading Company Profile

Oriental Trading Company was founded in Omaha, Nebraska, by Harry Watanabe and has grown into a leading American direct merchant. Today, it offers over 60,000 unique items ranging from party décor and craft kits to toys and novelties.

The company transitioned from catalog-based retail to e-commerce with its website launch in 1999. This move expanded its reach significantly and cemented its position as a go-to source for value-priced products. Since its acquisition by Berkshire Hathaway in 2012, OTC has benefited from financial stability and expanded through acquisitions such as MindWare and SmileMakers.

Operating with economies of scale, OTC maintains long-term supplier relationships, primarily in Asia, while leveraging large warehouse facilities. Its model focuses on broad product variety, cost efficiency, and competitive pricing. Customers include families, educators, religious groups, and nonprofits who seek affordability without compromising on variety.

Oriental Trading Market Potential

The party supplies and crafts industry is experiencing steady growth, with global projections showing a compound annual growth rate (CAGR) of about 8.5–9.5% over the next decade. Rising consumer spending on events, celebrations, and gifting continues to fuel this demand, especially across North America.

Oriental Trading’s strong brand recognition, catalog heritage, and expanding e-commerce presence put it in a prime position to capture a larger market share. Backed by Berkshire Hathaway’s resources, OTC benefits from cost advantages, supplier relationships, and the ability to scale faster than smaller competitors.

At the same time, innovations in product offerings and more personalized marketing strategies are expected to help the company maintain customer loyalty in the face of growing competition, particularly from overseas retailers.

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Oriental Trading Projections

In 2024, OTC’s online store generated around $220 million in revenue, though early 2025 presented headwinds, including supply chain pressures, increased competition, and a temporary credit rating downgrade. Market sentiment was also influenced by Berkshire Hathaway’s broader financial softness during the same period.

Despite short-term challenges, long-term market forecasts remain positive. The growth trajectory of the party supplies industry suggests OTC can regain momentum by leveraging its brand reputation, vast product selection, and economies of scale. With demand for cost-friendly celebration and craft items on the rise, OTC is positioned to play a major role in the market’s expansion.

Conclusion

Oriental Trading Company stands as a trusted leader in affordable party supplies, crafts, and novelties. Supported by Berkshire Hathaway and rooted in decades of direct retail experience, it continues to balance tradition with innovation.

Although recent years brought financial pressures, the company’s scale, customer reach, and market outlook point to renewed growth opportunities. As consumer demand for event supplies increases, OTC’s broad catalog and e-commerce capabilities will likely keep it at the forefront of the industry.

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FAQ

What does Oriental Trading Company sell?

OTC offers over 60,000 products, including party supplies, toys, novelties, educational crafts, and seasonal décor.

Who owns Oriental Trading Company?

Oriental Trading has been owned by Berkshire Hathaway since 2012, providing it with financial and strategic support.

Where does Oriental Trading source its products?

The company sources primarily from suppliers in China and Japan, benefiting from long-term relationships and economies of scale.

How big is the party supplies market?

The global party supplies market is projected to grow at a CAGR of around 8.5–9.5% over the next decade, with North America being the largest market.

Is Oriental Trading profitable in 2025?

While facing supply chain and competitive challenges in early 2025, OTC remains positioned for long-term growth given positive industry trends and its strong brand presence.