Digital gift marketplace 1-800-Flowers.com, Inc. on Tuesday (Jan. 11) announced it has acquired lifestyle platform Alice’s Table, which offers fully digital and curated livestream floral, culinary and other experiences to public event guests, private and corporate clients across the U.S.
The move is a step forward in 1-800-Flowers’ strategic focus on developing immersive experiences, engaging content and interactive events, it said in the joint announcement, adding it’s a way of “embracing entrepreneurial concepts that help deepen relationships with customers and create a real sense of community.”
“In our continuous efforts to inspire more human expression, connection and celebration, 1-800-FLOWERS.COM, Inc. is always looking to see what the entrepreneurial community is developing that will bring inspiration to our world,” said Dinesh Popat, president, BloomNet, in the announcement.
“Our partnership with Alice’s Table began right at the beginning of the pandemic, and since then it has given more than 80,000 people the opportunity to celebrate their creative capabilities — and have some fun! Alice and her team’s passion for bringing customers unforgettable events aligns perfectly with our company’s vision,” he said.
1-800-Flowers will work on developing new experiences with Alice’s Table, said Popat. Alice’s Table went all-digital in 2020 after its 2015 debut as an in-person floral arrangement expert in homes and venues across the U.S. The company teamed with 1-800-Flowers.com and Harry & David on interactive floral arrangement design and charcuterie board creation.
“I am so proud of this tremendous moment of growth for the Alice’s Table brand,” said Alice Lewis, who will remain with the company as president of Alice’s Table. “The 1-800-FLOWERS.COM, Inc. team has given us such incredible support over the past two years in helping us bring best-in-class virtual experiences to people coast-to-coast.
“This next phase in our relationship will allow us to expand our reach to millions of new customers and to deliver more of the next generation experiences our guests have come to love,” she said.
1-800-Flowers.com hired more than 10,000 seasonal workers across its gourmet foods and gifting brands — Harry & David, PersonalizationMall.com, Cheryl’s Cookies and The Popcorn Factory — for the holiday season in high-volume production, gift assembly, distribution operational support and its remote contact center. It’s possible some of the jobs could become long-term or permanent.