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Albertsons ushers in online wedding floral service

DIY collections offered under debi lilly design own brand

Russell Redman

May 26, 2021

3 Min Read
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Albertsons said the online wedding floral service gives brides and grooms an affordable, convenient option for flowers on the big day.Albertsons

Here comes the … latest online offering from Albertsons Cos.: fresh-cut wedding flowers.

Albertsons said Wednesday that the predesigned wedding floral collections, sold under its debi lilly design brand, let customers take a “do it yourself” approach to choosing flowers — including types, colors and themes — for the big day.

To use the online floral service, shoppers go to an Albertsons Cos. store banner website such as Albertsons.com, Safeway.com or Vons.com and click on “Wedding Flowers” under the “Shop” tab. They also can search for “Wedding Flowers” from the homepage.

Next, they pick their collection, packages and ribbon color. Available items include bridal and bridesmaid bouquets, boutonnieres, corsages, aisle markers, centerpieces and garlands, among other offerings.

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Under the debi lilly design brand, the flowers and accompanying items arrive via FedEx three days before the event.

Orders must be placed at least 21 days before the wedding, Albertsons said. The flowers and accompanying items will arrive via FedEx three days before the event. Upon receiving the flowers, customers are instructed to trim the stems, put them in water and keep them cool until the wedding day.

“We’re always searching for innovative ways to provide our high-quality products to customers in a way that fits their lifestyle needs,” Chad Coester, senior vice president of own brands at Albertsons Cos., said in a statement. “Our online wedding flowers are just one more way we’re meeting our customers’ needs where and how they want us to, while making the experience convenient and affordable.”

Related:PMA, United Fresh joining to create one trade association for the produce and floral industry

Boise, Idaho-based Albertsons noted that the online wedding floral service also provides an environmentally friendly option for brides and grooms. The company said all debi lilly design wedding flowers are sustainability grown and harvested as certified by Bloomcheck and the Rainforest Alliance, and customers will see either the Bloomcheck or the Rainforest Alliance seal when buying fresh-cut flowers. The Bloomcheck program establishes best practices for cut-flower farms, while the Rainforest Alliance ensures participating farmers follow a rigorous standard for sustainable agriculture and responsible business practices.

“Planning a wedding is stressful and expensive. With our online exclusive debi lilly design wedding flowers, customers get the look and quality of a custom wedding florist without the expense,” commented Debora Steier, vice president of floral at Albertsons Cos. “Of course, customers can still visit our in-store floral specialists for all their floral needs, including wedding flowers, as they have for decades.”

Related:After a bumpy spring, floral sales are blooming in supermarkets

Albertsons launched its exclusive debi lilly design floral and home décor with Debi Lilly, a celebrity event planner, lifestyle expert and author. That line and other labels in Albertsons’ Own Brands portfolio are sold at the retailer’s 2,277 retail stores in 34 states and the District of Columbia under such banners as Albertsons, Safeway, Vons, Pavilions, Jewel-Osco, Shaw’s, Star Market, Acme, Tom Thumb, Carrs, Randalls, United Supermarkets and Haggen.

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About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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