Bloom and Wild has unveiled a new campaign asking its customers not to only send flowers.

Titled ‘Don’t Send Flowers’, the new campaign marks the brands evolution from just a flower company into a gifting business. According to Bloom and Wild, while the message may seem unlikely, it is actually part of its strategy to understand what consumers are trying to say when they send a gift.

Now entering its 14th year, Bloom and Wild has expanded from its original letterbox flower offering to include food, drink, hampers, pamper products, baby gifts and curated gift sets.

These categories make up 35 per cent of the businesses range and its revenue has increased 90 per cent year-on-year in FY26.

Aron Gelbard, co-founder and CEO of Bloom & Wild, said: “When we started Bloom & Wild, the idea was simple: make it easier for people to send beautiful flowers to someone they care about, even when they couldn’t be there in person.

“More than a decade later, our customers have taught us that the thought behind the gift matters far more than the category it comes from. Sometimes that’s flowers. Sometimes it’s brownies, a hamper, something to help someone unwind or something that perfectly captures a moment only the sender understands.

He added: “So ‘Don’t Send Flowers’ is quite a powerful statement for us. It shows how far we’ve come. We’ve gone from pioneering a new way to send flowers to helping people find the right gift for the reason they’re sending it.”

It believes its next chapter is about “changing what people think of when they want to show someone they care”.

Click here to sign up to Retail Gazette‘s free daily email newsletter