KANSAS CITY, Mo. (AP) -- Hallmark Cards Inc. is ending its direct-to-consumer flower and gift business and will cut 35 jobs from its Memphis, Tenn.-area distribution center.

Company officials say the company was not getting the return on investment needed to continue the operation.

Company spokeswoman Julie O'Dell said 65 would be cut at the Kansas City headquarters and 35 would be cut from the company's flower and gift distribution center outside Memphis, Tenn.

The Kansas City employees, who work in such areas as marketing and technology, will be able to apply for jobs in other parts of Hallmark. The workers at the distribution center near Memphis will lose their jobs, but will be offered severance packages and outplacement help.

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