Cards and celebrations specialist Birthdays has opened a new-design standalone Partyland store that will provide the template for the concept across the business.
Birthdays acquired the master franchise agreement for Partyland last year after testing concessions in 2000.
However, Birthdays property and third-party operations director Nigel Duxbury said feedback had suggested the original Partyland look was dated and lacked the excitement customers expected from a party goods shop.
He said: 'We've always been aware that there was room for improvement in the way we've retailed Partyland, but we had to wait until we had a better understanding of the product.'
The store in Solihull opened this week and is designed around four themes: seasonal, character and licensed goods, celebration and fancy dress.
The seasonal area will cater for events such as Christmas and Halloween and pilot summer season events such as barbecue and 'Hula Hula'.
The design for the 250 sq m store, created by cdw + partners, will be introduced in the 324 Birthdays stores where Partyland has a presence.
The roll-out will be funded with the company's own cash.
Birthdays has 550 stores and is backed by venture capitalists 3i, Permira and PPM.