Bloom & Wild has launched a campaign built on an unlikely message for a flower company: "Don't Send Flowers." The line signals the brand's repositioning from an online florist into a wider gifting business, encouraging customers to match the gift to the moment rather than default to a bouquet.
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Now in its 14th year, Bloom & Wild has expanded well beyond the letterbox flowers it pioneered, adding food, drink, hampers, pamper products, baby gifts and curated sets. Those newer categories now account for 35% of its range, and the company reports revenue up 90% year on year in FY26.
The strategy is to own the wider "gifting" occasion rather than just flowers, using its delivery infrastructure and customer data across more categories.
"We have an ambition to shift from being an online flower brand to becoming a true gifting destination," said co-founder and CEO Aron Gelbard. "Flowers will always be a vital part of our DNA, but moving forward, they will be just one of many gifting categories we offer."
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