Kroger Adds Private Label Floral Line

The Kroger Co. has added a floral offering to its private label line as it continues driving its Restock Kroger plan.

The new line, dubbed Bloom Haus, includes premium and sustainable flowers that carry the Rainforest Alliance Certification seal, ensuring the product is grown on farms that meet social and environmental standards.

Bloom Haus is included in Kroger's e-commerce assortment. The flowers can be ordered and picked up curbside at nearly 1,000 stores offering ClickList, joining an extensive selection of flower choices, fresh food and everyday products. As Kroger's home delivery service expands, Bloom Haus flowers will also be available for purchase.

"Customers can always count on our professional florists to help them find the perfect item from our broad assortment of unique floral offerings," Teri Rose, Kroger's director of floral merchandising, said in a release. "Whether for gifting, special occasions or just because, Bloom Haus will provide our customers with an elegant, fresh and fabulous new floral line to choose from. Cultivated with care, your personal selection from our bountiful assortment is a wonderful way to elevate your day, brighten any moment or make someone's day blossom."