Waitrose has announced the closure of its online flower delivery service, effective from 1st November 2024. The supermarket’s decision reflects a shift in priorities as it focuses more on core products. Customers can still buy flowers and plants in-store or online through Waitrose’s grocery service, but the full Waitrose Florist service is no longer available.
Why Waitrose Ended its Online Flower Delivery Service
The closure of the online florist service comes as part of Waitrose’s strategy to concentrate investments on areas with higher returns. A spokesperson explained that the decision was based on ROI, not customer demand. Despite this, Waitrose will continue to offer affordable flowers, priced between £4 and £10, through its grocery service. Customers can also purchase plants and flowers at physical stores.
Waitrose confirmed that no redundancies occurred as part of the change. The company aims to streamline operations and focus on what it does best—offering high-quality food and supporting British farmers. By cutting ties with eFlorist, the brand can sharpen its focus on core business offerings.
What This Means for Waitrose Customers and UK Flower Retailers
For Waitrose customers, the closure of the florist service marks a shift in how they access flowers through the brand. Although they can still purchase plants and bouquets in-store or through the online grocery platform, it signals a move away from specialised flower delivery.
The move could also have implications for other flower retailers, particularly in the UK. As Waitrose steps back from its online flower delivery service, customers may turn to other specialist florists or retailers for their floral needs.
Ultimately, this change reflects broader trends in the retail industry, where businesses focus on maximising returns and refining their offerings. For Waitrose, this means concentrating more on food and plant sales while reducing their involvement in the highly competitive flower delivery market.
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