Scotts and Co buys Bloom


Scotts & Co, whose catalogues include Scotts of Stow, Cucina
Direct, and The Original Gift Company, has added another brand to
its portfolio. In mid-May the company finalised a deal to buy
silk-flowers cataloguer Bloom and Green, which fell into
administration on 17th April after a decade of trading. Scotts &
Co will relaunch the brand under its original name, Bloom.

The founders of Bloom and Green, Laurent and Tiffany Giudicelli,
will remain with the business as salaried employees and
shareholders. Scotts & Co chief executive Nigel Swabey told
Catalogue e-business that they will continue to handle
all front-end operations, including product sourcing, catalogue
production, and art direction, from Lincolnshire. They will also
operate a separate business, funded independently, under the
Bloom and Green brand, serving the company’s wholesale clients
such as John Lewis. All fulfilment, print buying, and sourcing of
sundries such as polywrapping will be done from Scotts’ base in
Swindon.

Bloom will send out a summer sale catalogue followed by an autumn
catalogue in September or October. Bloom-branded merchandise will
also appear in some Scotts catalogues, and the company will
include inserts in product despatches and catalogue mailings
where possible.

Swabey is confident that Bloom will appeal to his customer file.
“On previous swaps between Bloom and Scotts of Stow we
observed a higher duplication rate than with any other list we
swap,” he says. “The proposition is perfect for our
database.”

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