1-800-Flowers sells PersonalizationMall and Things Remembered to PlanetArt for $45M
What's the deal? 1-800-FLOWERS.COM, Inc.Dealroom has a profile for this one. Try Dealroom → (NASDAQ: FLWS) has agreed to sell PersonalizationMall.comDealroom has a profile for this one. Try Dealroom → and Things RememberedDealroom has a profile for this one. Try Dealroom → to PlanetArt, LLCDealroom has a profile for this one. Try Dealroom → for approximately $45 million in cash. The deal, announced September 29, 2026, is targeted to close within the coming weeks, subject to customary closing conditions.
Who's involved? 1-800-Flowers is a gifting e-commerce company whose brands include Harry & DavidDealroom has a profile for this one. Try Dealroom →, Cheryl's CookiesDealroom has a profile for this one. Try Dealroom →, and Shari's BerriesDealroom has a profile for this one. Try Dealroom →. PlanetArt is a global technology platform for personalised, make-on-demand e-commerce products.
Why now? The sale is the latest move in the company's effort to simplify its business and focus on its primary brands. It aims to free up capital for strategic growth initiatives.
What's the endgame? "The sale of PersonalizationMall.com enables us to further sharpen our portfolio focus, strengthen our financial position and create additional capacity to invest in the strategic initiatives," said Adolfo Villagomez, chief executive officer of 1-800-FLOWERS.COM, Inc. He added the company is "taking a disciplined approach to where ownership creates strategic value and where partnerships can provide a more efficient way to serve our customers."
What changes for customers? 1-800-Flowers and PlanetArt expect to enter a commercial agreement that lets the seller continue offering select PersonalizationMall.com products to its customers.
The numbers question. The company's fiscal 2027 guidance, provided September 10, 2026, did not factor in this transaction. It plans to reinvest part of the proceeds in revenue-generating initiatives and will update guidance with its fiscal 2027 first-quarter earnings.
The signal: The divestiture reflects a broader push by legacy e-commerce operators to shed non-core brands and concentrate resources on their strongest assets. For 1-800-Flowers, greater financial flexibility is the stated goal as it works through a transformation.
Read more: finance.yahoo.com
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