1-800-Flowers.com Sells Personalization Units for $45 Million

The Tip Desk · October 24, 2026 · 2 min read

The floral e-commerce operator completed a cash asset sale of Personalization Mall, Things Remembered, and Personalization Universe that it said was a major strategic shift.

1-800-Flowers.com, Inc. (FLWS) sold the Personalization Mall, Things Remembered, and Personalization Universe businesses to PlanetArt, LLC for an aggregate base purchase price of $45.0 million in cash, subject to working capital and other adjustments.

The floral e-commerce operator and certain wholly-owned subsidiaries entered an asset purchase agreement with the Delaware limited liability company on September 26, 2026, and consummated the sale on October 19, 2026. The company said the disposal of the Personalization Businesses represented a strategic shift that had a major effect on its operations and financial results, and that the businesses will be reported as discontinued operations.

The $45.0 million figure is the base cash price, not the full amount retained. After escrow holdbacks of $2.75 million, an estimated working capital adjustment of $349,000, estimated transaction costs of $300,000, and a $21.65 million term-loan repayment, the company retained $19.951 million in net cash. Cash held in escrow of $0.5 million and $2.3 million in prepaid and other assets and other assets is expected to be released in future periods.

The company used a portion of the proceeds, net of transaction costs, to prepay a portion of the principal amount of term loans outstanding under its credit facility, in accordance with the terms of that facility as amended. The pro forma balance sheet at June 28, 2026 is presented as if the sale and related prepayment of long-term debt had occurred on that date.

The transaction is an asset purchase rather than a stock or merger deal: the sellers transferred identified assets related to the three personalization brands and the purchaser assumed certain related liabilities. The company did not describe how the assets would be operated after the sale beyond the purchaser’s assumption of those liabilities.