Back in January 2012, Stuller started off selling 27 styles of HERSHEY’S KISSES jewelry; now that selection has expanded to 250 SKUs. As of Nov. 1, Stuller will become the sole distributor for independents for HERSHEY’S KISSES pieces, in addition to the the SWEETHEARTS and SCRABBLE brand collections.
“For years, we’ve handled our own fulfillment, but now, it is massive,” Murray Shabot, WTJ’s president and CEO, told the media upon release of the news. “The independent channel needed a proven leader to take it over, and Stuller is that perfect partner. We’ll continue to distribute to our national partners, but our strategic alliance with Stuller allows us to focus on product creation and marketing, which is our specialty.”
WTJ will maintain the jewelry licenses and provide the product development, packaging, and marketing and public relations for the brands.
“World Trade Jewelers is a valuable partner for Stuller in the world of licensed and iconic branded jewelry,” said James Louviere, director of symbolic and licensed jewelry at Stuller. “The way they secured these valuable properties and interpreted them into jewelry is impressive, and the product performance in the marketplace is proof that consumers love the brands and love the jewelry.”