Transforming Floral Gifting: How 1-800-Flowers is Evolving into a Lifestyle Brand Through Innovative Licensing

Floral gifting brand 1-800-Flowers.com is branching out from just flowers. They’re planning to offer a variety of new products, such as lawn and garden items and outdoor accessories. To help with this growth, they’ve teamed up with a new brand licensing agent, Surge Brands. Their goal? To become more than just a go-to for Mother’s Day; they want to become a leading lifestyle brand.

Surge Brands aims to find partners to expand the 1-800-Flowers brand into new areas, building on its strong recognition in North American homes. With over 10 million customers and more than 100 million flower stems delivered in 2024, there’s a ready market for these new products.

Ari Freedman, VP of Licensing at Surge Brands, stated, “We want to turn 1-800-Flowers.com’s emotional connection with customers into everyday experiences." He sees great potential for partnerships that showcase the warmth and creativity the brand represents.

Abhay Patel, Brand President of 1-800-Flowers.com, echoed this sentiment. He expressed excitement about collaborating with Surge Brands to introduce thoughtfully designed products that reflect their commitment to innovation and meaningful customer relationships.

This move aligns with broader market trends. As consumers increasingly seek brands that enhance their lifestyles, expanding into garden and outdoor products could tap into a growing interest in home gardening and outdoor living. According to recent data, the gardening industry has seen significant growth; in 2021 alone, it was valued at around $41 billion in the U.S. This trend hints that the demand for outdoor-related products is on the rise.

In today’s social media landscape, brands that engage with customers through storytelling and relatable experiences tend to flourish. Many users express their love for outdoor gatherings and gardening on platforms like Instagram and Pinterest, making this expansion timely.

By tapping into these trends, 1-800-Flowers.com is not just evolving; they’re aiming to become a part of everyday life for their customers.

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