Welcome Wagon
| Company type | Private |
|---|---|
| Industry | Marketing |
| Founded | January 1, 1928 in Memphis, Tennessee, United States |
| Founder | Thomas Briggs |
| Headquarters | Coral Springs , United States |
Area served | United States |
| Products | Promotional offers and advertisements for new homeowners |
Welcome Wagon is a marketing firm based in the United States that engages with individuals who have recently purchased homes following a move, providing them with promotional offers and advertisements from nearby businesses.
The company was established in 1928 by Thomas Briggs in Memphis, Tennessee. In 1957, Briggs founded the Thomas W. Briggs Foundation. For over five decades, Welcome Wagon employed "hostesses" who personally visited new homeowners, delivering gift baskets filled with product samples, discount coupons, and promotional materials from participating businesses. This tradition of in-person visits ended in 1998 when the then-parent company, Cendant, discontinued the practice due to shifting demographic trends that decreased homeowner availability.
Separately operated Welcome Wagon Canada continued the home visit approach until it ceased operations in May 2020. Founded in 1930, the Canadian branch was notably led by Pauline Hill, who progressed from hostess to CEO between 1962 and 1990. In 1979, Canadian management acquired full ownership from American stakeholders. The Canadian headquarters were located in Toronto, Ontario, and the term "hostesses" was eventually replaced with "representatives."
Ownership of Welcome Wagon International has transitioned multiple times: it was acquired by CUC International Inc. in 1995 (which later merged into Cendant), then purchased by Homestore Inc. (subsequently renamed Move, Inc.) in 2001. Move, Inc. listed Welcome Wagon for sale in 2008, and the South Florida Media Group took ownership in 2009. In 2014, the coupon distribution company Money Mailer became the new owner.
Initially headquartered in Memphis, Tennessee, Welcome Wagon International relocated from Westbury, New York to Plainview, New York in 2004. The company sustained a network of local representatives throughout the United States, targeting new homeowners through direct mail campaigns, telemarketing efforts, and digital platforms. Its current headquarters are situated in Coral Springs, Florida.