About 1-800-FLOWERS.COM
1-800-FLOWERS.COM, Inc. and its subsidiaries is a leading provider of gifts designed to help inspire customers to give more, connect more, and build more and better relationships. The company’s e-commerce business platform features its all-star family of brands, including 1-800-Flowers.com, 1-800-Baskets.com, Cheryl’s Cookies, Harry & David, PersonalizationMall.com, Shari’s Berries, FruitBouquets.com, Things Remembered, Moose Munch, The Popcorn Factory, Wolferman’s Bakery, Vital Choice, and Simply Chocolate. Through the Celebrations Passport loyalty program, which provides members with free standard shipping and no service charge across its portfolio of brands, the company strives to deepen relationships with customers. The company also operates BloomNet, an international floral and gift industry service provider offering a broad range of products and services designed to help its members grow their businesses profitably; Napco, a resource for floral gifts and seasonal decor; DesignPac Gifts, LLC, a manufacturer of gift baskets and towers; and Alice’s Table, a lifestyle business offering fully digital on demand floral, culinary and other experiences to guests across the country. Through the Celebrations Passport loyalty program, which provides members with free standard shipping and no service charge across the company’s portfolio of brands, 1-800-FLOWERS.COM, Inc. strives to deepen relationships with customers. The company also operates BloomNet, an international floral and gift industry service provider offering a broad-range of products and services designed to help its members grow their businesses profitably; Napco, a resource for floral gifts and seasonal decor; DesignPac Gifts, LLC, a manufacturer of gift baskets and towers; and Alice’s Table, a lifestyle business offering fully digital livestreaming floral, culinary and other experiences to guests across the country. Strategy The company will continue to build on the trusted relationships with its customers by providing them with ease of access, tasteful and appropriate gifts, and superior service. As part of the company’s continuing effort to serve the thoughtful gifting needs of its customers, and leverage its business platform, the company continues to execute its vision to build a Celebratory Ecosystem, including a collection of premium gifting brands, and an increasing suite of products and services designed to help its customers deliver smiles to the important people in their lives. The platform that the company has built allows it to expand rapidly into new product categories using a marketplace concept, providing its customers with a wider selection of solutions to help them express, connect and celebrate for all occasions and recipients – including themselves. Products and Service Offerings The company offers a wide range of products including fresh-cut flowers, floral and fruit arrangements and plants, gifts, personalized products, dipped berries, popcorn, gourmet foods and gift baskets, cookies, chocolates, candy, wine, and gift-quality fruit. In order to maximize sales opportunities, products are not exclusive to certain brands, and may be sold across business categories. The company’s differentiated and value-added product offerings create the opportunity to have a relationship with customers who purchase items not only for gift-giving occasions but also for everyday consumption. The company’s product development team works closely with its production team to select and design its floral, gourmet foods and gift baskets, as well as other gift-related products that accommodate its customers’ needs to celebrate a special occasion or convey a sentiment. As part of this continuing effort, the company intends to continue to develop differentiated products and signature collections that customers have embraced and come to expect. Flowers and Plants: The company’s flagship 1-800-Flowers.com brand offers fresh-cut flowers and floral and fruit arrangements for all occasions and holidays, available for same-day delivery. The company provides its customers with a choice of florist designed products, including traditional floral and gift offerings, and the company’s line of fruit arrangements, under the Fruit Bouquets brand, and flowers delivered fresh from the farm. The company also offers a wide variety of popular plants to brighten the home and/or office, and accent gardens and landscapes. With the acquisition of Alice’s Table, the company also provides lifestyle offerings, including fully digital on demand floral, culinary and other experiences to guests across the country. Personalized Gifts: Through its PersonalizationMall brand, the company offers a wide assortment of products using sublimation, embroidery, digital printing, engraving, and sandblasting to provide a unique, personalized experience to its customers. The company expanded its offering of personalized products with the recent acquisition of the Things Remembered brand, a complete online gifting and personalization destination renowned for its men’s and women’s jewelry, drinkware, home decor, business gifts and awards, and wedding essentials. Gourmet Foods & Gift Baskets: Harry & David is a vertically integrated, multi-channel specialty retailer and producer of branded premium gift-quality fruit, food products, land and sea-based proteins, and gifts marketed under the Harry & David, Wolferman’s Bakery, Vital Choice, Cushman’s and Moose Munch brands. The company manufactures premium cookies and baked gift items under the Cheryl’s Cookies and Mrs. Beasley’s brands, which are delivered in beautiful and innovative gift boxes and containers, providing customers with a variety of assortments from which to choose. The Popcorn Factory brand pops premium popcorn and specialty snack products. The 1-800-BASKETS.COM brand features a collection of gourmet gift baskets and related products confected by DesignPac, as well as through third parties. Simply Chocolate offers artisan chocolates and confections. Many of the company’s gourmet products are packaged in seasonal, occasion specific or decorative tins, fitting the giftable requirement of individual customers, while also adding the capability to customize the tins with corporate logos and other personalized features for the company’s corporate customers’ gifting needs. BloomNet: The company’s BloomNet business provides its members with products and services, including settlement processing, consisting of the settlement of orders between referring florists (including the 1-800-Flowers.com brand) and fulfilling florists; advertising, in the form of member directories, including the industry’s first on-line directory; access services, by which BloomNet florists are able to refer and fulfill orders, using Bloomlink, the company’s proprietary Internet-based system; other products and services, including web hosting, marketing, designer education and point of sale systems; and wholesale products, which consist of branded and non-branded floral supplies, enabling member florists to reduce their costs through 1-800-Flowers.com purchasing leverage, while also ensuring that member florists will be able to fulfill 1-800-Flowers.com brand orders based on recipe specifications. While maintaining industry-high quality standards for its 1-800-Flowers.com brand customers, the company offers florists a compelling value proposition, offering products and services that its florists need to grow their business and to enhance profitability. Marketing and Promotion The company’s marketing and promotional strategy is designed to strengthen the 1-800-FLOWERS.COM brands, engage with its customers, increase customer acquisition, build customer loyalty, encourage repeat purchases and drive long-term growth. The company intends to invest in its brands and acquire new customers through the use of selective on and off-line media, direct marketing, public relations, social media and strategic relationships, while cost-effectively capitalizing on the company’s large and loyal customer base. The company’s focus is to create marketing messaging that is more relevant to the customer, to engage with its customers in a two-way dialog and to focus on the experience of the connection. It plans to improve customer purchase frequency via product exposure through its multi-brand portal, and its Celebrations Passport loyalty program, as well as continually investing and innovating how and where it engages with its customers. The company’s strong appeal and brand recognition provide it with significant marketing opportunities. Fulfillment and Manufacturing Operations Flowers and Plants: A majority of the company’s floral orders are fulfilled by one of the cmpany’s BloomNet members, allowing the company to deliver its floral and fruit bouquet products on a same-day or next-day basis to ensure freshness and to meet its customers’ need for immediate gifting. In addition to these florist designed products, the company offers fresh cut floral arrangements in a wide assortment of combinations, themes and designer bouquets and collections through its direct ship products program, fresh from the farm. Personalized Gifts: Through its acquisition of PersonalizationMall, the company offers a broad selection of personalized gifts and keepsakes which are manufactured utilizing same-day/next-day capabilities, and distributed from its Bolingbrook, Illinois (IL) facility. Gourmet Foods and Gift Baskets: The company offers a wide array of premium brand signature baked products, confections, gift baskets, gourmet popcorn, dipped berries, giftable fruit towers and baskets, and good for products through its Gourmet Foods & Gift Baskets’ brands. The company’s Cheryl’s cookies and baked gifts are manufactured in its baking facility in Westerville, Ohio, while The Popcorn Factory and Moose Munch premium snack products are popped in Medford, Oregon and Lake Forest, Illinois. Harry & David products are grown and manufactured primarily from its facilities in Medford, Oregon, supplemented by specialty products that are sourced across the U.S. and the world. Gift basket confection and fulfillment for both wholesale and 1-800-Baskets.com is handled by DesignPac, located in Melrose Park, Illinois. Seasonality Due to the seasonal nature of the company’s business, and its continued expansion into non-floral products, the Thanksgiving through Christmas holiday season, which falls within the company’s second fiscal quarter, historically generated over 40% of the company’s annual revenues, and all of its earnings. Due to the number of major floral gifting occasions, including Mother’s Day, Valentine’s Day, Easter and Administrative Professionals Week, revenues also rise during the company’s fiscal third and fourth quarters in comparison to its fiscal first quarter. During fiscal 2023, the company’s fiscal second quarter revenues represented approximately 44% of annual revenues, while its first, third and fourth quarters generated 15%, 21%, and 20% of annual revenues, respectively. In preparation for the company’s second quarter holiday season, the company significantly increases its inventories. This seasonal build has traditionally been financed by cash flows from operations, supplemented by a bank line of credit, which peaks in November. The company has historically repaid all revolving bank lines of credit with cash generated from operations, prior to the end of the company’s fiscal second quarter (year ended July 2, 2023). Intellectual Property The company regards its service marks, trademarks, trade secrets, domain names and similar intellectual property as critical to its success. The company has applied for or received trademark and/or service mark registration for, among others, 1-800-FLOWERS.COM, 1-800-FLOWERS, 1-800-Baskets.com, FruitBrouquets.com, BloomNet, GreatFood.com, The Popcorn Factory, Cheryl’s Cookies, Mrs. Beasley’s, Celebrations Passport, Flowerama, DesignPac, Harry & David, Wolferman’s Bakery, Moose Munch, Cushman’s, Simply Chocolate, Personalization Universe, PersonalizationMall, Things Remembered, Shari’s Berries, SmartGift, Vital Choice and Alice’s Table. The company also has rights to numerous domain names, including www.1800flowers.com, www.800flowers.com, www.1800flowers.com, www.800flowers.com, www.1800baskets.com, www.flowers.com, www.personalizationuniverse.com, www.personalizationmall.com, www.thingsremembered.com, www.plants.com, www.florists.com, www.greatfoods.com, www.cheryls.com, www.celebrations.com, www.flowerama.com, www.designpac.com, www.simplychocolate.com, www.mybloomnet.net, www.napcoimports.com, www.thepopcornfactory.com, www.harryanddavid.com, www.wolfermans.com, www.vitalchoice.com, www.alicestable.com, www.berries.com, www.sharisberries.com and www.smartgift.com. The company has also developed transaction processing and operating systems as well as marketing data, and customer and recipient information databases. History 1-800-Flowers.com, Inc. was founded in 1976. The company was incorporated in 1992.
