Advertisement
01/11/2022

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

1-800-Flowers.com has acquired Alice’s Table, a lifestyle business that hosts digital events, including floral arranging and cooking.
Image
Floral arranging

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.”