Encino’s Hallmark Store to Close

The store's lease isn't being renewed and the retailer is closing at the end of June.

After 10 and a half years in business, at the Encino Marketplace will be closing June 28.

“It is closing because we couldn't come to a lease agreement with the landlord,” Toni Ferro, the Strategic Communications Consultant for Hallmark, told Encino Patch. “Hallmark is looking to replace distribution in the area, but we do not have a definite location or date at this time.”

Caruso Affiliated, which owns the shopping center at Ventura Boulevard and Hayvenhurst Avenue, did not return a phone call from Patch asking which store is expected to take Hallmark’s place.

The Hallmark Creations store has a loyal local customer base because the stock of cards, gift items, stuffed animals, costume jewelry and knick-knacks is constantly changing.

On Monday, the entire store was marked down 40 percent, except for graduation and Father’s Day cards.

“I am so upset, as are many of my friends and neighbors,” local resident JoAnn Freedman said in an email to Patch. “First Barnes and Noble, then M. Fredric and now Hallmark! I don't know who the owner is, but he is literally ruining our neighborhood shopping plaza.”

Barbara Fine May 25, 2011 at 04:02 PM
I was shocked to hear that the Hallmark Store in Encino is closing. I don't know what the owners of this Shopping Center are thinking. Encino has always been a family oriented community. I would take my grandchildren to Barnes & Noble, then to Hallmark to buy cards or gifts, also great for last minute gifts, then onto M. Fredric. Now they are gone. I think that the owners should re-evaluate their intentions. What is next, a Smoke Shop?
Dick Carter May 25, 2011 at 04:21 PM
Folks, get used to it. If tenants can't afford to pay current market rents, then they will have to relocate to spaces where they can afford it. Rick Caruso, The Grove and Americana on Brand developer, owns this shopping center, and he knows there are tenants out there that will pay the current rate, and thus no lease renewal. ps - Rick may also be running for mayor come next election!!!
Bob Kirk May 25, 2011 at 05:04 PM
Which tentants are that? CVS can only have so many stores with 1 cashier and 10 people in line, this center is dying & the loss of Hallmark will accelerate it- Caruso has been said to be seeking A LOT of money fo sq. ft. price despite this starting to look like a ghost town (but for Ralphs...) Well Caruso needs to see that his rent demands are excessive. Ventura Blvd., already has lots of vacancies & let's see CVS is kind of backing off the Hayvenhurst location & the only new tenant so far is an Ameritrade, yes lets head on down to the shopping center to buy a mutual fund?! I think his run for Mayor will likely stir up A LOT of grass roots opposition....ANd isn't Barnes & Noble now leaving the Calabasas mall he owns? And perhaps for this king of free market no LA City subsidies or tax breaks, why should he get redevelopment or tax $$ breaks when profit is his goal, granted LA City is not running @ a profit but the last thing we need is a MAyor who is a developers, heck they already have their tenticles into LA Government worse then a leech......I know this is a capitalist society, blah blah, until a Caruso or a Bank is going down, then a bailout or tax break is given while we pay $5 a gallon driving around looking for a book store or buying a card that cost $2 @ Hallmark for $4 @ Ralphs................
Bob Kirk May 25, 2011 at 05:05 PM
The Coffee Joint is returning to Encino......that's the smoke shop!
Rosie May 25, 2011 at 05:32 PM
There is a Hallmark store at the Topanga Plaza, fyi. I know it's farther away but if you love their products at least you can still get them.
Jessica Cunningham May 25, 2011 at 05:51 PM
Yes, let's drive business out of Encino, brilliant idea. I can see it heading to Sherman Oaks and Studio City now. Amazing how much busier both of those areas are compared to Encino now. Even Woodland Hills has us beat. Encino will be a ghost town in 5 years if we let this crap keep happening.
trojan2002 May 25, 2011 at 06:58 PM
he's not driving out businesses. Sounds like the landlord is making a business decision. Hallmark obviously did not want to pay more, and Caruso obviously feels he can get more from someone else. Another business will take that space. Encino Moms need to remember these shopping centers are not yours... They belong to the landlords and they can make the decisions because they own the property.
trojan2002 May 25, 2011 at 07:01 PM
Caruso is not running for Mayor. He may pull a donald trump, but he will never officially run. He has a private life that he will choose to keep private. And with Riordan already endorsing Beutner, Caruso has no political base. The Mayor has already taken shots at Greuel indicating he will be endorsing Beutner.
JoAnn Freedman May 26, 2011 at 05:57 PM
Trojan2002, you are missing the point. Its not that we "own" the shopping centers but we ARE the one's who keep these shops in business and we ARE the one's who feel the brunt of the loss when these shops, that we love so much are forced out of our communities and are closed down. I don't want to travel to Topanga or to Sherman Oaks to find a Barnes and Noble or a Hallmark, I want to find it in Encino, which I thought was a very cosmopolitan area until this started happening. I realize that Caruso is a business man, and more power to him, but it doesn't mean that he should just disregard the people that live in these communities, we are afterall, the people that make him LOTS of money.
Bob Kirk May 26, 2011 at 06:34 PM
I would agree, Caruso is a money man, plain and simple, we are just a capitalistic society, and nothing can effect him more then a boycott of the centers he chhoses to run like a profit center v. a benefit to the comunity. We can & should vote with our wallets, it worked with CVS, hows that new tenant coming Rick, and same for Hallmark, he will likely get a bank or Mercury Insurance to occupy the spot as those business have all the $$ and can pay whatever they want, all they need to do is charge us more, we can in ture not shop, after all if Rick feels it OK for us to drive to Canoga park, etc. to buy a book or card, then surely, we can avoid shopping - and Trojan2002, what business will take the space, do you work for Caruso? Sounds like you know him well, if so, let him know we still are awaiintg the CVS to boycott (how can a such a large CO. have such high prices>? & LONG LINES especially @ the Rx...gave up on them YEARS ago...) Lst, Rick's PR is not too good, nor is his community resaponsiveness, he wants to pull a Trump? Hmmmm then he needs abirdnest hairdo & a couple of Bankruptcies for his endeavors......
Jessica Cunningham May 26, 2011 at 07:45 PM
Precisely my point Bob and JoAnn. If we don't have the businesses here that people want, and within a reasonable distance, people will go elsewhere. $$$ being spent elsewhere means a big loss for Encino's economy. Over a long period of time that adds up. People leave, jobs dry up, and so on.
trojan2002 May 26, 2011 at 10:32 PM
Don't shop there. The 20-30 households that Don't shop there won't make a difference. I never said don't shop there. You can protest all you want, and if it makes an affect, more power to you. However, Caruso will go where the money is. His tenants will come because Caruso has a very strong track record.
JoAnn Freedman May 27, 2011 at 05:01 PM
We can go back and forth all day long, but at the end of the day, one of my favorite stores is closing, in one of my favorite shopping plaza's and there is nothing I can do about it. Caruso may have a "very" strong track record (Not sure with who and frankly don't really care) but it's definitely NOT with the residents of Encino.
JoAnn Freedman February 06, 2013 at 07:13 PM
Well, it's 2013 and Encino still does not have a Hallmark store. I was assured that they were scouting around for a suitable location. Last time I looked on Ventura Blvd Burger King, Islands, and half of the space that used to be Barnes and Noble (now CVS) is still empty. I'm sure there are many other empty locations. I guess Hallmark is gone for good. Not cool.
JoAnn Freedman February 06, 2013 at 07:14 PM
Correction: Burger King is now yet another Chase Bank. Great. Just what Encino needed, another bank. :(


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