Loftus International
Loftus International is a privately held wholesale distributor of balloons, party supplies, novelties, magic products, and costumes serving party supply retailers, balloon decorators, and event planners across the US and internationally from its Salt Lake City warehouse.
- Company typePrivate
- Founded1939
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Loftus International does
Loftus International is a privately held wholesale distributor of balloons, party supplies, novelties, magic products, and costumes headquartered in Salt Lake City, Utah at 865 S 200 E. Founded in 1939 by George Loftus as Loftus Novelty on Main Street in Salt Lake City, the business originated as a small magic and novelty shop co-founded with stepson Gene Rose, who later manufactured the first latex rubber chicken ever made. In the 1960s, Gene Rose pivoted the business from retail to wholesale distribution, expanded inventory to include novelties, magic, costumes, party supplies, and balloons from around the world, and in 1995 rebranded the company to Loftus International to reflect its national and international reach. Today the firm is owned by three brothers with careers spanning the party industry and operates under the DBA "Loftus Balloons & More."
The company's core product portfolio centers on balloons, including foil balloons, latex balloons, bubble balloons, AirWalkers, AirLoonz, specialty foils, and balloon garland kits, alongside adjacent categories such as party supplies, Halloween costumes and accessories, magic products, plush animals, and novelty items including the company's signature original latex rubber chicken. Loftus carries multi-brand inventory from major balloon manufacturers including Anagram (over 5,400 products), Betallic (over 2,100 products), Sempertex (over 1,300 products), Tuftex (over 510 products), and Qualatex (over 440 products), as well as licensed character lines from Disney, Marvel, Star Wars, DC Comics, and Nickelodeon. The operational backbone is a Salt Lake City warehouse equipped with robotic fulfillment systems designed to automate order processing and shipping, paired with an account-based e-commerce platform that organizes 10,000+ products by category, occasion, character, and brand.
Loftus generates revenue through wholesale distribution, selling in bulk to its B2B customer base rather than direct-to-consumer. Pricing is not publicly disclosed; customers must register an account to view pricing and place orders through the company's e-commerce storefront, which also offers pay-your-bill, order history, and item-alert services. The company serves party supply retailers, balloon decorators, and event planners across the United States and internationally, with no disclosed institutional investment, private equity, or venture capital backing.
Loftus International firmographics
Firmographics- Name
- Loftus International
- Legal name
- Loftus International
- Website
- https://loftus.com
- Company type
- Private
- Founded year
- 1939
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Loftus International is a privately held wholesale distributor of balloons, party supplies, novelties, magic products, and costumes serving party supply retailers, balloon decorators, and event planners across the US and internationally from its Salt Lake City warehouse.
- Ownership category
- akta.pro rank
Loftus International industry classification
Industry- Product category
- Wholesale Party Supplies Distribution
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Balloon Decor & Installations (HSACAOAC)
Keywords
Where Loftus International is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Loftus International business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Balloon and Party Supply Distribution: Loftus International generates revenue through wholesale distribution of balloons, party supplies, novelties, magic products, costumes, and related accessories to retailers and businesses. The company carries over 10,000 products across multiple categories and sells to customers across the country and internationally.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Loftus International product offering
Product offeringCore offering
Loftus International is a wholesale distributor of balloons, party supplies, novelties, magic products, costumes, and related accessories, carrying over 10,000 products from brands such as Anagram, Betallic, Qualatex, Tuftex, Sempertex, and CTI. The company sells to party supply retailers, balloon decorators, and event planners through an account-based e-commerce platform, shipping nationwide and internationally from its Salt Lake City warehouse equipped with robotic fulfillment systems.
Product overview
Loftus International operates as a wholesale balloon and party supply distributor offering a comprehensive portfolio of products centered around balloons and celebration items. The core product line includes foil balloons (shapes, numbers, letters, licensed characters) and latex balloons (solid colors, printed patterns, various finishes), supplemented by specialty products like Bubble Balloons, AirWalkers (self-propelling balloon characters), AirLoonz, and Multi-Balloons. The company carries over 10,000 products from multiple brands including Anagram (AirWalkers, super shapes), Betallic (MegaLoons, special occasions), Sempertex, Tuftex (premium designer latex), Qualatex, CTI, and Funsational. Adjacent categories include party supplies, magic supplies, Halloween costumes and makeup, novelties (including the famous original rubber chicken), plush animals, and balloon accessories (garland kits, weights, ribbons, Hi-Float, pumps). The company operates robotic fulfillment systems in their Salt Lake City warehouse to serve wholesale customers nationwide and internationally.
Differentiator
Problem solved
Functional benefit
Products and services
- Foil Balloons Mylar foil balloons in various shapes, sizes, and licensed characters including numbers, letters, phrases, symbols, and themed designs, distributed wholesale to retailers and decorators.
- Latex Balloons Natural rubber latex balloons available in solid colors, printed patterns, and various finishes including pearl, metallic, and crystal, sold wholesale across multiple brands.
- Bubble Balloons Clear spherical balloons that enclose smaller balloons or items inside, used for decorative arrangements at retail and event level.
- AirWalkers Self-propelling foil balloon characters that walk across surfaces using an internal propeller mechanism.
- AirLoonz Air-filled balloon shapes that self-inflate and feature printed designs for various occasions.
- Multi-Balloons Consumer-inflated multi-balloon products for retail packaging and party use.
- Specialty Foils Specialty shaped foil balloons including Cubez, Clearz, Orbz, Hexagon, Diamondz, Angez, and Intricates.
- Balloon Garland Kits DIY balloon garland kits for creating decorative balloon arches and arrangements.
- Number and Letter Balloons Individual and combined number and letter foil balloons for birthdays, anniversaries, and celebrations.
- Party Supplies General party supplies including banners, decorations, and celebration essentials distributed wholesale to retailers.
- Magic Supplies Magic tricks, supplies, and novelties for performers and hobbyists.
- Halloween Costumes and Accessories Halloween costumes, masks, makeup, and party supplies distributed wholesale.
- Novelties Gag gifts, trick items, and novelty products including the famous rubber chicken.
- Plush Animals Stuffed animals and plush toys for party favors and prizes.
- Loftus Rubber Chicken The world-famous original Loftus rubber chicken, the first latex rubber chicken ever made, which established the company's legacy.
- Balloon Weights Weights and anchors for securing helium balloons in place.
- Pumps and Inflators Electric and hand pumps, regulators, and inflators for filling balloons with air or helium.
- Hi-Float Treatment Hi-Float treatment solution that extends the float time of helium-filled latex balloons.
- Ribbons Decorative ribbons for balloon tying and crafting.
Companies that use Loftus International
Customer profileSegments2 records
Ideal customer profiles2 records
Loftus International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Loftus International partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- DisneycoreLoftus International distributes Disney-licensed balloon and party products including Disney Princesses, Frozen, and other Disney character balloons and decorations.
- MarvelcoreLoftus International distributes Marvel-licensed balloon and party products including Spiderman and Avengers character balloons.
- Star WarscoreLoftus International distributes Star Wars-licensed balloons and party products including Storm Trooper Air Walkers.
- DC ComicscoreLoftus International distributes DC Comics-licensed balloons and party products.
- NickelodeoncoreLoftus International distributes Nickelodeon-licensed balloons and party products including Paw Patrol.
- AnagramcoreAnagram is a major brand of balloons distributed by Loftus International, with over 5,400 Anagram products available.
- BetalliccoreBetallic is a major balloon brand distributed by Loftus International, with over 2,100 Betallic products available.
- QualatexcoreQualatex is a premium balloon brand distributed by Loftus International, with over 440 Qualatex products available.
- SempertexcoreSempertex is a balloon brand distributed by Loftus International, with over 1,300 Sempertex products available.
- TuftexcoreTuftex is a balloon brand distributed by Loftus International, with over 510 Tuftex products available.
- MorphsuitsminorMorphsuits full-body costumes and disguises are distributed by Loftus International.
- Tinsley TransferminorTinsley Transfer costume masks and accessories are distributed by Loftus International.
- Trick or Treat StudiosminorTrick or Treat Studios costume products are distributed by Loftus International.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Loftus International competitors and assessment
Company assessmentDirect peers
- Birthday Direct: Online wholesale and retail seller of balloons, party supplies, and decorations. Directly comparable in product mix and customer base (party retailers and event decorators) to Loftus.
- Burton + Burton: Wholesale distributor of balloons, ribbons, and gift packaging serving florists, balloon decorators, and party retailers. Highly comparable in customer base and product focus to Loftus International.
- Oriental Trading Company: One of the largest wholesale and retail sellers of party supplies, novelties, and balloons in the U.S. Directly comparable to Loftus as a broad-line party and celebration products distributor serving retailers and end consumers.
- Carnival Depot: Wholesale distributor of balloons, party supplies, and novelties for retailers, event planners, and decorators. Comparable in product mix and customer base to Loftus International.
- Bargain Balloon: Wholesale balloon distributor serving party retailers and decorators with bulk balloon inventory. Direct competitor in the wholesale balloon distribution category.
- Celebrate Express: Online party supply retailer and wholesaler offering balloons, decorations, and themed party supplies. Comparable in serving party supply retailers with similar category focus.
- Shindigz: Wholesale and retail party supply company offering decorations, balloons, and personalized party products. Comparable in product category and B2B/B2C hybrid distribution model.
- Paper Mart: Wholesale distributor of paper, party, and packaging supplies including balloons and decorations. Comparable as a wholesale distributor serving party supply retailers and event professionals.
Broad incumbents
- Pioneer Balloon Company (Qualatex): Premium balloon manufacturer and distributor (Qualatex brand) that competes with Loftus in latex and foil balloon distribution. Larger and more vertically integrated, offering both manufacturing and wholesale distribution.
- AMSCAN: One of the largest manufacturers and distributors of party goods, tableware, and balloons globally. Competes with Loftus in the broader celebration supply category with broader product breadth and brand recognition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Loftus International social profiles
Digital presenceLoftus International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loftus International leadership team
Management profileNumber of profiles
Profiles1 record
Loftus International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loftus International M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loftus International
What does Loftus International do?
Loftus International is a wholesale distributor of balloons, party supplies, novelties, magic products, costumes, and related accessories, carrying over 10,000 products from brands such as Anagram, Betallic, Qualatex, Tuftex, Sempertex, and CTI. The company sells to party supply retailers, balloon decorators, and event planners through an account-based e-commerce platform, shipping nationwide and internationally from its Salt Lake City warehouse equipped with robotic fulfillment systems.
Is Loftus International a public or private company?
Loftus International is a private company. It is classified as family owned and is currently operating.
When was Loftus International founded?
Loftus International was founded in 1939. It employs 11 to 50 people.
Where is Loftus International based?
Loftus International is headquartered in Salt Lake City, United States, in the North America region.
How does Loftus International make money?
One revenue line is on record: wholesale Balloon and Party Supply Distribution.
Who are Loftus International's main competitors?
Direct peers on record are Birthday Direct, Burton + Burton, Oriental Trading Company, Carnival Depot, Bargain Balloon, Celebrate Express, Shindigz and Paper Mart. Broad incumbents are Pioneer Balloon Company (Qualatex) and AMSCAN.
Does Loftus International have an API?
No public API is recorded for Loftus International.
What industry is Loftus International in?
Loftus International's product category is Wholesale Party Supplies Distribution. Its primary akta.pro industry code is HSACAOAC, Balloon Decor & Installations. Its NAICS code is 45912 and its SIC code is 5130.