Albertsons ushers in online wedding floral service

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.

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.