Sidley Austin LLP advised Alice’s Table on the deal. Alice’s Table, a lifestyle business offering fully digital and highly curated livestreaming floral, culinary, and other unique […]

1-800-FLOWERS.COM’s Acquisition of Alice’s Table

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Jan. 14, 2022
E-gift and floral retailer 1-800-Flowers.com has acquired Alice's Table, a lifestyle retailer that offers digital curated products as well as interactive live streaming events for public, private and corporate guests. The acquisition reflects 1-800-Flowers.com's strategy to develop immersive experiences, provide engaging content and deepen the customer relationship, according to a press release. Launched in 2015 by Alice Lewis, Alice's Table began by hosting in-person floral arranging events in homes and venues throughout the U.S. It pivoted to a pure digital model in 2020, when it began collaborating with 1-800-Flowers.com and Harry & David to scale experiences. "I am so proud of this tremendous moment of growth for the Alice's Table brand," Alice Lewis, who will remain as president, Alice's Table, said in the release. "The 1-800-Flowers.com 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."

1-800-Flowers.com acquires Alice’s Table lifestyle operation

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Alice’s Table was founded in 2015 by Alice Lewis, who began hosting in-person floral arrangement events in homes and venues in the U.S. The company switched to a fully digital model in 2020, when it also began collaborating with 1-800-Flowers.com and Larry & David to create floral arrangements, as well as culinary experiences like charcuterie boards. Alice’s Table provides DIY kits for these experiences targeted toward special events, such as bridal showers and birthday parties, corporate team building and more. The company offers 10-step workshop themes for public event guests to choose from every month, with new, seasonal and trending themes. 1-800-Flowers.com recently made another acquisition, snapping up Vital Choice , a seafood company, in late 2021.That acquisition helped the company expand its “better for you” food category, adding more than 400 items to its product offering. The deal with Alice’s Table underscores that 1-800-Flowers.com is actively broadening its appeal to different consumers. The company stated it is “developing immersive experiences, engaging content and interactive events, as well as embracing entrepreneurial concepts that help deepen relationships with customers and create a real sense of community.”
“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!” said Dinesh Popat, president of BloomNet, which is part of the 1-800-Flowers.com family of brands. “As we move forward, our focus will be on developing additional experiential concepts with Alice’s Table, creating even more exciting new ways for customers to engage with our family of brands––and with each other.”

1-800-Flowers.com Acquires Alice’s Table

January 11, 2022 08:00 AM Eastern Standard Time
JERICHO, N.Y.--( BUSINESS WIRE )--Today, 1-800-FLOWERS.COM, Inc. (NASDAQ: FLWS) (“the Company”), a leading provider of gifts designed to help customers express, connect, and celebrate, announced it has expanded its experiential offerings with the acquisition of Alice’s Table ®, a lifestyle business offering fully digital and highly curated livestreaming floral, culinary, and other unique experiences to public event guests, as well as to private and corporate clients across the country. This expansion reflects the Company’s strategic focus on developing immersive experiences, engaging content, and interactive events, as well as embracing entrepreneurial concepts that help deepen relationships with customers and create a real sense of community. Launched in 2015 by Alice Lewis, Alice’s Table began by hosting in-person floral arranging events in homes and venues throughout the U.S. It pivoted to a purely digital model in 2020, when it began collaborating with 1-800-Flowers.com ® and Harry & David ® to scale experiences in order to provide memorable interactive events, such as designing floral arrangements and creating charcuterie boards, to a broader audience of both large and small groups. “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 ®. “Our collaboration 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. As we move forward, our focus will be on developing additional experiential concepts with Alice’s Table, creating even more exciting new ways for customers to engage with our family of brands -- and with each other.”
“I am so proud of this tremendous moment of growth for the Alice’s Table brand,” says Alice Lewis, who will remain with the company as President, 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.”
Since its inception, Alice’s Table has offered thousands of interactive events that mix top instructor talent with crave-worthy DIY kits to provide fun-filled experiences for connecting with friends, family, and co-workers. These include special celebratory moments, such as bridal showers and birthday parties, corporate team building, and more. Currently, Alice’s Table offers approximately 10 unique step-by-step workshop themes for public event guests to choose from each month, with new themes designed and introduced seasonally, keeping the offerings fresh, exciting, and on trend. About 1-800-FLOWERS.COM, Inc.
1-800-FLOWERS.COM, Inc. is a leading provider of gifts designed to help customers express, connect and celebrate. The Company’s e-commerce business platform features an 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 ®, Moose Munch ®, The Popcorn Factory ®, Wolferman’s Bakery ®, Vital Choice ®, Stock Yards ® and Simply Chocolate ®. Through the Celebrations Passport ® loyalty program, which provides members with free standard shipping and no service charge across our 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 members grow their businesses profitably; Napco ℠, a resource for floral gifts and seasonal décor; DesignPac Gifts, LLC, a manufacturer of gift baskets and towers; and Alice’s Table ®, a lifestyle business offering fully digital live streaming floral, culinary and other experiences to guests across the country. 1-800-FLOWERS.COM, Inc. was recognized among the top 5 on the National Retail Federation’s 2021 Hot 25 Retailers list, which ranks the nation’s fastest-growing retail companies. Shares in 1-800-FLOWERS.COM, Inc. are traded on the NASDAQ Global Select Market, ticker symbol: FLWS. For more information, visit 1800flowersinc.com or follow @1800FLOWERSInc on Twitter. FLWS-COMP

1-800-FLOWERS.COM, Inc. Advances Its Customer Engagement Strategy and Ongoing Focus on Embracing Entrepreneurs with Acquisition of Alice’s Table®

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1-800-FLOWERS.COM (NASDAQ: FLWS) provides customers around the world with fresh flowers and a wide selection of plants, gift baskets, gourmet foods, confections, and plush stuffed animals for every occasion. The Company's product offerings can be purchased online or by calling its toll-free telephone number, and delivered on the same day.

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