Birthday Express.com, a Web-based provider of children’s birthday party products and services, has sold a minority interest in itself to a venture capital consortium for $13.1 million. The proceeds, combined with $12 million generated internally, will be used to accelerate its e-commerce efforts.
Part of the money will go toward a national branding and marketing campaign, which will include on-line and print advertising and public relations. The company will also expand its offerings to include adult, family milestone, special occasion and holiday goods and services.
