Booths has revived its online flower delivery service, as it looks for new growth beyond grocery.
The new offer, called Booths Flowers, enables shoppers to order hand-tied bouquets, with free delivery nationwide. It would offer “bouquets for every occasion” with ranges changing seasonally throughout the year, Booths said.
Booths first launched an online florist in 2022, in what was its first major expansion of its online offer following its growth during the pandemic. However, Flowers by Booths was shelved in March.
Having completed a major overhaul of its core IT systems over the past couple of years, the northern supermarket is reviving the service as part of its strategy to increase revenues from categories outside its traditional grocery offer.
Booths launched the strategy, as well as a major corporate rebrand, in June, following a restructure of its senior management team aimed at helping it to drive growth. The supermarket is also targeting new supply and manufacturing partnerships across the UK.
“We believe that thoughtful gifting starts with exceptional quality,” said Booths chief brand officer Emma Booth.
“That’s why we’re delighted to launch Booths Flowers, created in partnership with renowned Lancashire florist Margaret Mason and available with free nationwide next-day delivery.
“This partnership brings together Booths’ commitment to quality and service with Margaret Mason’s passion for beautiful floristry, making it easier than ever for our customers to send flowers that leave a lasting impression.”
Booth added: “We’re proud to offer our customers another way to celebrate life’s special moments while also taking the Booths brand to new customers beyond our store estate through partnerships that reflect the quality, care and craftsmanship people expect from Booths.”
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