Edible Blooms gears up for expansion with UK launch

Internet Retailing

16th Nov 2017

Online gift bouquet business, Edible Blooms, has entered the UK market under the brand name, Gift Rebellion.

Gift Rebellion offers a similar range of chocolate ‘bouquets’ and gift baskets, many of which include a bottle of bubbly or other alcohol, as Edible Blooms, but its branding indicates the business is gearing up for a broader offering.

“We have big plans for our next phase of growth so ‘Gift Rebellion’ is a strategic re-brand to clearly position us as a brand to ‘gift differently’,” said Kelly Jamieson, owner of Edible Blooms.

“The Australian business is also in the process of a brand re-fresh and will continue to trade as Edible Blooms with the same strap line ‘gift differently’,” she said.

Since launching in 2005, Edible Blooms has grown across Australia and New Zealand and currently delivers an order on average every two minutes.

Jamieson said she has always dreamed of expanding to the UK and initiated the move in 2016, but had to put the plans on hold due to Brexit.

“Earlier this year we felt the timing was right and put the wheels back in motion. Because we had put in a lot of ground work in 2016, the momentum from deciding to open was pretty quick this time around,” she said.

Gift Rebellion offers guaranteed next-day delivery to customers in London and next-working-day delivery for the rest of the UK and Europe.

Jamieson’s sister and business partner Abbey Baker has relocated to drive the expansion into the UK market and ensure a consistent development of the company culture.

“We already have an established UK customer base who send to their family and friends in Australia and the UK is the most requested delivery market for us outside of Australia and NZ, so it was a natural growth progression for us,” said Jamieson.

Jamieson added that the UK market is similar to the Australian market, just much bigger.

“Amazon is also well established in the UK so we plan to leverage this channel to reach customers in due course,” she said.