1-800-Flowers.com Acquires PersonalizationMall.com for $252M
1-800-Flowers.com announced it is acquiring PersonalizationMall.com for $252 million, according to a press release sent to Total Retail on Tuesday morning. PersonalizationMall.com is an online retailer of personalized products that offers thousands of SKUs available with a broad range of innovative personalization options. 1-800-Flowers.com is purchasing the company from Bed Bath & Beyond, which has wholly owned PersonalizationMall.com since 2016. Chris McCann, CEO of 1-800-Flowers.com, said the acquisition of the personalization retailer will help to "further our company’s vision to inspire more human expression, connection and celebration while enhancing our position as the leading one-stop destination for all our customers’ celebratory and gifting occasions.”
Total Retail's Take: 1-800-Flowers.com has been increasingly committed to growing its portfolio of gifting brands over the past two years, launching new brands Simply Chocolate and Personalization Universe in 2017, and Goodsey in 2018. The parent company is doubling-down on the customization market, as this acquisition includes the PersonalizationMall.com website, its large customer database, and its production and distribution facility in Illinois. 1-800-Flowers.com will now own two personalization brands, Personalization Universe and PersonalizationMall.com, signaling a possible merger into one main customization brand in the future. As 1-800-Flowers.com grows, it will be interesting to see if these recent brand additions boost profits or if the gifting retailer is stretching itself too thin.
Kristina Stidham is the digital content manager at Total Retail and sister brand Women in Retail Leadership Circle. She is passionate about digital media and handles social media, video, and podcast production for both brands, as well as contributing articles and attending events. Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia.