Edible Blooms has spent more than two decades helping people celebrate important moments with fast, reliable gift delivery. The Adelaide-headquartered retailer is now building a house of complementary brands, and a unified marketplace, so customers can find the right gift for more people, occasions and budgets.
After acquiring Dessert Boxes, then Gift Basket and Hampers.com.au, Edible Blooms needed those businesses to work as one portfolio, not four separate shops. Shopify gave the group a shared commerce platform so they could integrate acquisitions faster, reuse proven systems, and pull products from across the portfolio into one marketplace on Hampers.com.au.
With Shopify Plus at the centre, Edible Blooms keeps each brand’s identity while sharing operations, testing new buying experiences, and getting ready for the next acquisition.
Since rebuilding Hampers.com.au as a gifting market place on Shopify in March, Edible Blooms has seen:
- Conversion rate of 4.38%, up from 1.35%
- 650+ products in one marketplace
- 10%+ increase in average order value over the past 12 months
The challenge: Making acquisitions add up
Edible Blooms’ house-of-brands strategy is built around customer lifetime value. Customers want different gifts for different people, occasions and budgets. Complementary brands give them more reasons to come back, without buying the same style of gift every year.
That only works if each acquisition plugs in efficiently. When the group bought Dessert Boxes, both businesses were already on Shopify. By day two, the team had connected Dessert Boxes to Edible Blooms’ dispatch processes and cut a large chunk of manual work.
Gift Basket and Hampers.com.au were harder. Both sites had recently moved from another platform, and duplicated content across the domains hurt organic search. Hampers.com.au also wasn’t set up to carry a marketplace across the full portfolio.
Edible Blooms needed to restore the value of those brands and build a setup that could take on more products, brands and sales channels over time, without a big in-house development team or one look-and-feel forced across every storefront.
Our overall strategy was to build a house of brands. If the systems align, it becomes much easier to integrate a new brand into our operations. Shopify is a great engine for us to do that because it’s so agile.
The solution: A shared engine for distinct brands
Edible Blooms rebuilt Hampers.com.au as the marketplace hub for the portfolio. Using Shopify’s APIs, the team built product feeds that bring gifts from Edible Blooms, Dessert Boxes and Gift Basket into one destination.
Hampers.com.au now lists more than 650 products. Shoppers get more choice in one place, while each brand keeps its own storefront, positioning and audience. That supports Edible Blooms’ lifetime-value goal: one trusted place to discover different gifts across the group.
The rebuild cost less than $10,000 in external development, on top of Edible Blooms’ internal work. Instead of growing a large in-house development team, the business put Shopify at the centre and connected the specialist systems it needs around it. That makes it easier to test apps and new experiences quickly.
Corporate gifting is a growing focus. The team built a multiple-address ordering flow in Shopify so customers can upload different recipients, pay once, and have each delivery flow into Edible Blooms’ systems as its own request.
B2B on Shopify extends that model into corporate and wholesale. Private catalogues give business customers tailored products, pricing and branding in a secure buying experience.
Edible Blooms is also extending its B2B model to support distribution through Interflora’s network of more than 1,000 florists. Customised storefronts let customers and partners order directly, which cuts manual handling as B2B relationships grow.
Shopify Checkout customisation supports same-day delivery on the storefront. Custom shipping rules show delivery options by location and availability. Edible Blooms’ fulfilment systems and warehouse network handle dispatch.
The group is also exploring AI for internal efficiency and product discovery. That includes natural-language tools such as Shopify Sidekick to pull selected reports faster. Edible Blooms is strengthening knowledge bases across their stores so AI shopping agents can better understand products, delivery areas and services.
We’re experts in gift delivery, not web development. Shopify gives us the ecommerce expertise, ecosystem and flexibility to scale without needing complex resources in-house.
The results: A portfolio built for growth
Hampers.com.au has developed from an inherited storefront into a growing marketplace for the broader Edible Blooms portfolio. Conversion has increased from 1.35% to 4.38%, while month on month revenue has risen by up to 86%.
The marketplace’s broader product selection has been central to that improvement. Customers can now choose from more than 650 gifts across several brands and price points within one shopping experience.
Edible Blooms is also rebuilding the organic visibility impacted by the earlier migration of the Gift Basket and Hampers.com.au sites. The lost search traffic is being recovered, supported by unique content and clearer links between the group’s brands. This work also gives AI-powered discovery tools more structured, authoritative information to draw from.
The platform is creating further growth opportunities across corporate gifting and wholesale distribution, now the fastest-growing parts of the business. Edible Blooms products are already distributed through more than 400 TerryWhite Chemmart stores, Nextra outlets, airports, hospitals, gourmet grocers and convenience stores.
With private B2B catalogues, customised buying experiences and a new channel serving Interflora florists, the company expects this area of the business to double over the coming 12 months.
Shopify has changed the acquisition equation for Edible Blooms. New brands can be connected to a proven commerce and operating framework much faster, while preserving the customer proposition that made the brand attractive in the first place.
The same architecture gives the group more options for future growth. Products can be selectively distributed to external marketplaces according to the demographic fit of each brand, while Hampers.com.au can continue expanding as the portfolio’s central discovery hub.
Shopify has helped us build an architectural structure that supports a strong growth strategy. It positions us well for future acquisitions and for developing more brands of our own.
