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05/26/2021

Online flower delivery blooms at Albertsons

Dan Berthiaume
Senior Editor, Technology
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A leading grocer is making inroads into the floral and wedding retail niches.

In time for the June wedding season, Albertsons Cos. is offering what it calls an environmentally friendly online option for purchasing fresh, hand-cut wedding flowers. Customers can order pre-designed “do it yourself” debi lilly design floral collections. Albertsons’ online flower portal allows customers to choose between several flower types and colors from various themed collections.

Customers can visit an Albertsons Cos. banner website such as Albertsons.com, Safeway.com or Vons.com and find “wedding flowers” under the “Shop” tab, or search for “wedding flowers” from the home page. From there, customers select their collection, packages, ribbon color, and place their order at least 21 days before the event. 

Items available include bridal and bridesmaid bouquets, boutonnieres, corsages, aisle markers, centerpieces, garlands, and more. The order will arrive via FedEx three days before the event. Customers can also still visit Albertsons’ in-store floral specialists.

Online flower retailing is becoming a more popular e-commerce niche. Tech-focused e-tailer Newegg also recently launched a new online floral storefront. The company is offering a large assortment of fresh flowers for under $50 and a number of products offering free delivery.

All debi lilly design wedding flowers are sustainability grown and harvested as certified by Bloomcheck and the Rainforest Alliance. Customers will see either the Bloomcheck or the Rainforest Alliance seal when purchasing fresh cut flowers.

“We’re always searching for innovative ways to provide our high-quality products to customers in a way that fits their lifestyle needs,” said Chad Coester, senior VP of own brands. “Our online wedding flowers are just one more way we’re meeting our customers’ needs where and how they want us to, while making the experience convenient and affordable.”

As of Feb. 27, 2021, Boise, Idaho-based Albertsons operated 2,277 retail stores with 1,727 pharmacies and 400 associated fuel centers. The company operates stores across 34 states and the District of Columbia with more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets, and Balducci's Food Lovers Market.