Bloom & Wild to launch a series of physical pop-ups
Source: Mintel 13-05-2022

UK 13-05-2022

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Bloom & Wild is to launch a series of physical pop-ups for the first time ever. The pop-ups will be launching across London, Bristol and Edinburgh and feature houseplants and homeware ranges.

The pop-ups launch under the retailer's concept, ‘Bloom & Wild at home’ and will sell exclusive plants starting from £2, dried flowers, pots and vases. Expert staff will also be on hand to give customers an exclusive look at upcoming bouquets within the retailer's fortnightly subscription service.

Mintel comment:

“An exciting move by the online retailer who has grown significantly in recent years as the pandemic has accelerated online purchasing of flowers and houseplants. It is also an acknowledgement from one of the leading pure players in the sector that having a physical store presence is still important in today's retail landscape. Indeed data from Mintel’s upcoming Consumer Attitudes towards Cut Flowers and Houseplants-UK, 2022 reveals that 76% are shopping in-store and 38% online for flowers and houseplants, speaking to the importance of an omnichannel retail presence in the market. Consumers are also working more flexibly with a combination of home and out-of-home locations, giving further cause for retailers to make sure physical and online channels are integrated seamlessly.

While details on the pop-ups are scarce, shoppers can be reassured that there will be something for everyone as the retailer is selling exclusive plants from just £2, an appealing option for houseplant lovers feeling the income squeeze of recent price increases and cost of living. While the sector is particularly susceptible to macroeconomic factors we have previously seen how both houseplants and flowers have been used to cheer people up during times of hardship and it is something retailers are likely to tap into once again as people’s financial confidence wavers.”