Kansas City Hallmark Cards Inc. will stop online and catalog sales of flowers and gifts at the end of April.
Nearly 100 employees will be affected by closing the direct-to-consumer business, which had been marketed through the company's Web site and catalog.
Paying to keep the business competitive couldn't guarantee the financial returns Hallmark wanted, the company said in a press release. The company did not disclose revenue of the business slated for closure.
Local employees will be able to apply for other open positions, but Hallmark provided no estimate of how many would be absorbed.
The company will continue online sales of premium e-cards, paper cards, print-on-demand cards, digital greetings and stationery products.