Friday, December 19, 2008

1-800 Flowers Brand Expansion

The other night on TV I saw an ad for 1-800 Flowers introducing the newest brand partnership, the one with Martha Stewart.

Who would have ever thought a flower retail shop in New York would grow into not only a worldwide florist, but extend itself into a huge home decor, and gifts mega retailer.

A few year's back 1-800 Flowers included local company Cheryl&Co into their brand collection. Cheryl&Co has been providing delicious cookies and corporate gifts for years.  This made me wonder what the new partnership with Martha Stewart would do to the locally grown company. 

Like Cheryl&Co, Martha also offers cookies.  Could this become competitive between the two brands?  Time will tell but at least for right now 1-800 Flowers is leaning heavy on Martha. The relationship is new, and Martha is huge. So huge she is getting top billing, heavy promotion, even an individual navigation tab on the 1800 flowers web site.  Cheryl and Co. basically has an honorable mention link at the bottom (underneath the fold) of the web page.

Let's hope this will only bring new customers to one of our favorite cookie brands from Columbus and help it grow even bigger.  You can order delicious Cheryl&Co cookies and gift baskets here.  Help keep a local company and brand prosperous!

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