Flower Power

The fresh cut flower category, while still a relatively niche opportunity, has seen an increase in licensing activity over the years, with fashion and lifestyle designers among the property types that are most active in the space. Logically, most of those doing deals are either known for integrating floral patterns into their apparel and home goods designs or for their work creating wedding dresses and other bridal accessories:

• Just last week, Cath Kidston paired with Moonpig, the U.K. online greeting card and gift platform, for a range of fresh flower arrangements, starting with three limited-edition bouquets and two floral gift sets. The debut coincides with the British celebration of Mother’s Day on March 27.

• The Laura Ashley brand paired with U.K. retailer Next in early 2021 for a collection of four floral arrangements, available online only, with prices ranging from £38 to £55 (approximately $50 to $72). Next became the exclusive home goods retailer for Laura Ashley in the U.K. around the same time, after the latter had shuttered its standalone stores.

• In June 2020, Jason Wu debuted a collection of bouquets with 1-800-Flowers. Prices started at $44.99. The ongoing collection is marketed under the Jason Wu for Wild Beauty brand and includes video content and thank you notes as well as the arrangements. Five bouquets are currently available.

• In 2019, Matthew Williamson, an interior designer with several home goods licensees, partnered with Bloom & Wild, a British floral delivery service, for a collection of three special-occasion bouquets-by-mail, with the boxes featuring a hand-drawn still life sketch created just for the collaboration.

• Bridal designer Monique Lhuillier launched her first wedding floral arrangements with The Bouqs Company in 2019. The initial collection included four packages, each containing a bridal bouquet, bridesmaids bouquets, centerpieces, corsages, and boutonnières, in 10-, 20-, or 40-piece sizes. New collections arrive each season.

• Julien Macdonald, the Welsh head of his self-named luxury fashion label and former chief designer for Givenchy, who has appeared on Britain & Ireland’s Next Top Model, offered a collection with Interflora beginning in 2015. The assortment consisted of 15 bouquets plus limited seasonal designs, inspired by Macdonald’s travels.

• Isaac Mizrahi collaborated with 1-800-Flowers in 2015 for a line that included plants and small gifts such as candles and scarves, in addition to the core floral arrangements. The deal also featured a complementary line of stationery and cards from 1-800-Flowers subsidiary FineStationery.com.

• More than a decade-ago, Vera Wang forged long-term deals with FTD in North America and Interflora in the U.K. (FTD formerly owned Interflora, which is now part of the Teleflora family.) The focus initially was wedding bouquets, but arrangements for the home and for gifting were added over the years. A Vera Wang ribbon wrapped the flowers, and the gift cards included a hand-written message. FTD and Interflora products are available through networks of independent florists.

Some of these programs ran their course, some are still ongoing, and others were positioned as limited one-offs. Half involve designers and floral services based in the U.K., which makes sense given that the territory is known for its gardens and has an abundance of designers who take their inspiration from flowers and nature.

Other deals for fresh flowers over the years have included David’s Bridal with The Bouqs Company, announced last year, the New York Botanical Garden with the BloomsyBox subscription service (2020), wedding planner David Tutera with 1-800-Flowers (2019), Martha Stewart with BloomsyBox and Hallmark with FTD (both 2018), Better Homes and Gardens with FTD (2012), and singer Faith Hill with Teleflora (2011).