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Giftbliss Succeeds With Snow To Go


GIFTBLISS SALES started up in 1993 as a manufac- turers’ rep group. Over the years, owner Michael Penna would stumble upon products that the company would then distribute as a side business, which eventually got them into the distribution business and other aspects of selling. T ough they started with the giſt industry, they have expanded to a broader market in recent years. T e company didn’t start selling its most successful product until 2000. “We had heard that there were


snowboard and ski parks in Japan that used an artifi cial form of snow,” Penna recalls. “I got together with another individual, and we thought it would be an interesting product to sell to stores for decoration. T at particular product was very industrial. When you touched it, it was very sticky, whereas our cur- rent product is very fl uff y and soſt . But it did look incredibly like snow. It was really a good visual product.” Giftbliss started selling


eventually wound up with something far superior to the product he had previously sold. He then developed it into a new product called “Snow To Go.” Although Giſt bliss does represent a small number of manufacturers still, the primary business is now the distribution and manufacture of the snow. “We also distribute a wonder-


the product for those initial purposes, but when consumers began seeing the snow as a deco- ration in stores and other ven- ues, they wanted to know how they could get it for themselves. Penna recognized suddenly that there was a whole other market out there, so he started to package the product for retail sale. Aſt er some com- plaints about the consistency of the snow, around 2003 Penna began seeking out something bet er. He worked with a manufacturer to develop a more sellable snow, and


“We’ve established ourselves as a very retailer-friendly company.”


Michael Penna, owner


ful jewelry product, and have over the years, developed additional show products that make Snow To Go more interesting in a retail set ing,” says Penna. “For example, we work with one distributor who puts the snow into greeting cards. We thought we could make an even giſt ier packaging, and so our newest product package looks like a lit le takeout box. It makes a really fun giſt .” T e snow is also sold in a jar, as well as a poly pack, which are great for a variety of diff erent kinds of home decorating. T e jar makes about three gallons of snow, and the poly pack makes about a gallon. T ere is a Fairy’s Frost product, which adds glit er to the snow, as well as Christmas tree ornaments with artifi cial snow inside. You can even add food coloring to the water before you mix it, so you can have orange


snow for Halloween, red snow for Valentine’s Day, or red, white and blue snow for the Fourth of July. “From eight to 80, we just love watching the jaws


drop as snow is created,” says Penna. “We’ve established ourselves as a very retailer-friendly company. We don’t


Continued On 40  38 September 2010


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