Anyone who has shopped or followed LoveShackFancy can recognize its aesthetic — pastel florals, ultra-feminine designs and faintly sweet silhouettes.
In an effort to tap into that girly centric audience, 1-800-Flowers and Cheryl’s Cookies have joined forces with the American brand to offer curated collections. That combination is copacetic with founder and creative director Rebecca Hessel Cohen, whose brand trumpets love, romance and celebrations. Soon LoveShackFancy fans can order floral bouquets and buttercream-frosted cookies which are inspired by the label.
The triumvirate is in sync with the current “treat culture” that is embraced by many Gen Z and young Millennials, who like to indulge in sugary confections as stress-reducing and affordable splurges. To meet that demand, cookie chains like Levain, Crumbl Cookies and Chip City have been branching out to more cities, and boutique bakeries and artisanal donut shops have become increasingly popular post-pandemic.
First dibs for the limited edition collaboration will be offered to 1-800-Flowers’ Celebrations Passport loyalty members today. As of Tuesday, consumers can find the items site-wide through October. For fiscal year 2023, 1-800-Flowers generated $2 billion in revenue. In 2005, it bought all of the stock for Cheryl’s Cookies for reportedly $40 million. The floral delivery company sends out 100 million stems annually, and Cheryl’s Cookies ships two million gifts per year, according to a company spokeswoman.
LoveShackFancy’s collaborative floral displays are meant to bring to life the brand’s signature fragrance with fresh-cut stems. Partial to roses and peonies, Hessel Cohen, who was unavailable for an interview about her latest collaboration, debuted the first fragrance for her company last year.
The three delivery options are the $60 “Pink Roses With LoveShackFancy Vase” that is imprinted with “Love”; the $70 “Beautiful Blooms With LoveShackFancy Vase” that has white roses, Peruvian lilies, Santini poms, and baby blue eucalyptus in a “Shack“-printed vase, and the $70 “Pink Garden Roses With LoveShackFancy Vase” that features 12 stems of pink garden roses in a vase embossed with “Fancy.”
LoveShackFancy has joined forces with Cheryl’s Cookies for a limited-run collaboration.
Photo Courtesy
Flowers are also a key component of the collaborative Cheryl’s Cookies collection, which borrows inspiration from LoveShackFancy’s new Endless Dream perfume with touches of two favorite ingredients, strawberry and vanilla. The Cheryl’s Cookies collaboration features LoveShackFancy Pretty in Pink, Love in Bloom and Fairytale Forever cookies. Packaged in floral tins reminiscent of the prints used for LoveShackFancy’s fragrance, the 10-cookie item retails for $40.
No one had to sell Hessel Cohen, who started her apparel company in 2013, on the consumer appeal of flowers. Earlier this month, LoveShackFancy partnered with Stanley to stamp its signature floral prints on four styles of Stanley’s 40-ounce Quencher tumblr.
In an interview with WWD last year, she said, “Even when we opened our store, we first started with the exterior and this beautiful facade of flowers. When you enter the store, you’re wandering through this magical garden…it’s very much this feeling and sense of florals and fragrance. That’s the soul of the brand.”
Apparently, Jennifer Lopez is a LoveShackFancy shopper too. During the “This Is Me…Now” musician’s recent summer break in the Hamptons, N.Y., she buzzed by the LoveShackFancy boutique in Sag Harbor with her stepdaughter Violet Affleck.
