Albertsons’ Altar Ego: Expands Own Brands With New Online Wedding Floral Program

As the pandemic has pushed pause on large celebrations for more than a year, this summer is expected to see a rush to the altar with rescheduled weddings galore. With a wedding season that is expected to be unlike any other around the corner, Albertsons Cos. has introduced a new floral program offering customers an easy, affordable and environmentally friendly online option for purchasing fresh, hand-cut flowers for the big day, the Boise, Idaho-based company said.

The pre-designed “do it yourself” Debi Lilly design floral collections are meant to complement a variety of color palettes. While the easy-to-use online site allows customers to choose between several flower types and colors from various themed collections. 

While floral sales dipped early in the pandemic, flowers are back in power with consumers looking to brighten their homes and now celebrations, as gatherings are a go once again.

“We’re always searching for innovative ways to provide our high-quality products to customers in a way that fits their lifestyle needs,” said Chad Coester, Albertsons SVP of Own Brands, 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.”

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Customers can visit an Albertsons Cos. banner website such as Albertsons.com, Safeway.com or Vons.com and find “Wedding Flowers” under the “Shop” tab. Shoppers can also search for “Wedding Flowers” from the home page.

From there, customers select their collection, packages, ribbon color and place their order at least 21 days before the event. Items available include bridal and bridesmaid bouquets, boutonnieres, corsages, aisle markers, centerpieces, garlands and more. The order will arrive via FedEx three days before the event. From there, customers simply trim the stems, put them in water and keep them cool until the big day.

“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,” said Deborah Steier, Albertsons VP of floral. “Of course, customers can still visit our in-store floral specialists for all their floral needs, including wedding flowers, as they have for decades.”

All Debi Lilly design wedding flowers are sustainability grown and harvested as certified by Bloomcheck and the Rainforest Alliance. Customers will see either the Bloomcheck or the Rainforest Alliance seal when purchasing fresh-cut flowers, helping them ensure they are purchasing a sustainable product.

The Bloomcheck program establishes best practices for cut flower farms to assure these farms are socially equitable, environmentally sustainable and economically viable, said the company, adding the Rainforest Alliance seal means farmers follow a rigorous standard for sustainable agriculture and responsible business practices, creating a better future for people and nature.

Albertsons' rapidly growing Own Brands program, which includes the Debi Lilly design line of floral and home decor items, can be found exclusively at Albertsons Cos.’ network of 20 banners, including Albertsons, Safeway, Vons, Pavilions, Randalls, Tom Thumb, Carrs, Jewel-Osco, Acme, Shaw’s, Star Market, United Supermarkets, Market Street and Haggen.