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Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
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Edible Blooms has spent more than twenty years delivering gifts across Australia, and in recent years it has shifted from running a single successful brand to building a house of complementary gifting businesses. That strategy depends on one thing above all: every newly acquired brand has to plug into the company's dispatch, fulfilment and marketing engine quickly, without a long and expensive integration project each time.
By consolidating its portfolio on Shopify Plus, the Adelaide-based retailer rebuilt Hampers.com.au as a gifting marketplace that pulls in products from several sister brands, introduced B2B ordering for corporate and wholesale customers, and customised checkout to promote same-day delivery. The company reports that conversion rose from 1.35% to 4.38%, monthly revenue increased by up to 86%, and average order value grew by more than 10% over twelve months, all while external development spend on the marketplace stayed under $10,000.
Founded and led by managing director Kelly Jamieson, Edible Blooms built its reputation on reliable, fast gift delivery. The business has grown through acquisition, adding Dessert Boxes, Gift Basket and Hampers.com.au to its portfolio. Beyond its own websites, Edible Blooms products reach customers through more than 400 TerryWhite Chemmart pharmacies, Nextra outlets, airports, hospitals, gourmet grocers and convenience stores, and through a partnership with the Interflora network of more than 1,000 florists. The company runs its own fulfilment systems and warehouse network, which means the ecommerce layer has to hand orders off cleanly to an operation it controls end to end.
Acquisitions only create value when the acquired brand can be absorbed efficiently. Dessert Boxes was the easy case: it already ran on Shopify, and the team connected it to Edible Blooms' dispatch processes by the second day, removing a large amount of manual handling. Gift Basket and Hampers.com.au were a different story. They had recently come across from another platform, and their content overlapped heavily across domains, which was damaging organic search visibility for the whole group.
Hampers.com.au in particular had real strategic potential as a destination for the entire portfolio, but it was not set up to behave like a marketplace. At the same time, the company was clear that it is a gift delivery specialist, not a software house. It needed an approach that would let it add brands, products and sales channels without hiring a large in-house development team, and without forcing every storefront into one identical look.
Edible Blooms made Shopify Plus the central platform for its house of brands. Rather than merging everything into one site, the company kept each brand's storefront distinct and used Shopify's APIs, B2B tools and checkout customisation to connect them where it mattered: product data, ordering flows and delivery promises.
Hampers.com.au was rebuilt as a gifting marketplace. Product feeds delivered through Shopify APIs bring in gifts from Edible Blooms, Dessert Boxes and Gift Basket, so shoppers can browse the whole portfolio in one destination while each brand continues to trade under its own storefront. The marketplace now lists more than 650 products.
Corporate buyers often send one gift to many people. Edible Blooms built an ordering flow that lets a customer add several recipients, pay once, and have each delivery passed to the company's fulfilment systems as its own request. This removes the need for customers to place dozens of separate orders and for staff to split them manually.
Using Shopify's B2B capabilities, Edible Blooms offers business customers private catalogues with tailored products, pricing and branding. Customised storefronts also support ordering from partners, including the Interflora florist network. The company describes B2B as its fastest-growing area.
In gifting, timing is often the deciding factor. Checkout customisation surfaces same-day delivery, and custom shipping rules show the options available for each location and product, so shoppers know what will arrive and when before they pay.
The team uses Sidekick, Shopify's AI assistant, to speed up reporting. Edible Blooms is also exploring AI for internal efficiency and product discovery, and is strengthening its knowledge bases so that AI shopping agents can better understand its products, delivery areas and services.
The marketplace rebuild of Hampers.com.au went live in March and was delivered with less than $10,000 of external development, supplemented by internal work. Because the brands now share a common platform, adding a newly acquired business becomes a matter of connecting feeds and processes rather than rebuilding infrastructure. Alongside the technical work, the team began recovering lost organic traffic by writing unique content for each brand and creating clearer links between the sites, addressing the duplication problem that the acquisitions had introduced.
The combined effect of a unified platform, a marketplace destination and a delivery-focused checkout shows up clearly in the numbers Edible Blooms shared. Conversion more than tripled, revenue rose sharply month on month, and order values grew steadily. Just as important for a growth-by-acquisition strategy, the architecture now gives the company a repeatable way to bring future brands, including its own new lines, into the group. Jamieson has described Shopify as an agile engine for the house-of-brands strategy and stressed that it lets the team focus on gift delivery rather than web development.
If growth depends on acquisitions or new brands, the real asset is not any single website but the repeatable process for connecting a new business. Edible Blooms shows the value of standardising on one platform so that each new brand follows a known path into fulfilment and marketing.
Brands can keep their own identity while sharing product data, checkout logic and back-end processes. A marketplace built on feeds lets a group sell across its portfolio without diluting what makes each brand recognisable.
For gifting, the decisive question is often whether the item will arrive in time. Putting the delivery promise at the centre of checkout, and building flows for real buying patterns such as multi-recipient corporate orders, removes friction exactly where customers hesitate.
Shopify Plus, Shopify B2B, Shopify Checkout customisation, Shopify APIs, Shopify Sidekick
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. Edible Blooms is not an ONEXT DIGITAL client.
Sources: https://www.shopify.com/case-studies/edible-blooms-marketplace-blossoms-to-650-gifts-with-shopify
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