A definitive agreement is signed, the cash price is set at roughly $45 million, and the deal has not closed. On September 29, 2026, 1-800-FLOWERS.COM, Inc. said it will hand two personalised-gift businesses, PersonalizationMall.com and Things Remembered, to PlanetArt, LLC. For investors in the gifting company, the transaction trades two brands for cash and a narrower portfolio, and the company’s own press release, filed with the SEC as exhibit 99.1, is the document that sets out the terms.
What the agreement covers and what it pays
The release is headlined as an agreement to sell PersonalizationMall.com and Things Remembered to PlanetArt, and it names PlanetArt, LLC as the buyer. The consideration is approximately $45 million in cash. The word “approximately” is the company’s own. The release does not break the price down between the two brands, and it does not say how much of the figure belongs to PersonalizationMall.com versus Things Remembered.
The company describes the transaction as one that is “targeted to close within the coming weeks, subject to customary closing conditions.” That is a target, not a completion. A signed agreement of this kind can still slip, be amended or fall apart if a condition is not met, so the accurate description today is a pending sale rather than a finished one. Nothing in the filing indicates the sale has closed or been terminated as of October 6, 2026.
Anyone tracking the transaction now has one concrete question: when does a “within the coming weeks” target turn into a dated event, and where will it appear?
Deal closings, earnings updates and filing deadlines like this one keep shifting, and a short dates-and-deadlines brief tracks them as they land.
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Adolfo Villagomez on portfolio focus and the balance sheet
The company’s reasoning comes from its chief executive, Adolfo Villagomez. In the release he said: “The sale of PersonalizationMall.com enables us to further sharpen our portfolio focus, strengthen our financial position and create additional capacity to invest in the strategic initiatives we believe offer the greatest opportunity to drive improved performance and long-term growth.”
That sentence carries three separate claims. Portfolio focus means fewer brands to run. A stronger financial position means the cash lands on the balance sheet. Capacity to invest means management intends to redirect effort, and money, toward what it considers its best opportunities. The release is specific about the last point: it describes the reinvestment of a portion of the proceeds in revenue-generating initiatives across the company’s primary brands. It stops short of saying how large that portion is, and it does not say what share of the $45 million might go elsewhere.
The quote also names PersonalizationMall.com alone, while the headline and the rest of the release cover both brands. The release does not explain the difference in wording, and the sale terms apply to both PersonalizationMall.com and Things Remembered.
A commercial agreement keeps some products on 1-800-FLOWERS shelves
The sale is not a clean exit from the category. The release says the company expects to enter a commercial agreement that will enable 1-800-FLOWERS.COM to continue offering select PersonalizationMall.com product to its customers. In practical terms, shoppers on the company’s remaining storefronts may still be able to buy some personalised items, even though the brand that makes or sells them will belong to PlanetArt.
The release describes this arrangement as expected, which means the terms have not been published. Duration, pricing between the two companies and the range of products are all absent from the release. Those details would matter to anyone assessing how much revenue actually leaves with the divested brands.
Fiscal 2027 guidance does not yet reflect the sale
The company states that the transaction was not incorporated in its prior fiscal 2027 guidance, and that it will provide an update with its first-quarter earnings. That is the clearest forward date marker in the document, though the release does not give a calendar date for the earnings report itself.
For readers following the stock, this is the line that matters most. Until the update arrives, published full-year expectations were built with both brands inside the company, so any analyst or investor model that uses them is working from a perimeter that is about to change. The release does not publish revenue or profit for the two brands, and it does not say whether the $45 million is above or below their book value, so it offers no basis for judging the price itself.
PlanetArt takes on both brands
The buyer is PlanetArt, LLC. The release does not describe its financing, and it does not list advisors on either side. What it does establish is the structure: a single buyer acquiring both brands for one cash payment, with the seller keeping its remaining brands and a commercial supply relationship.
Following the PlanetArt closing from the SEC filing
The free route to the facts is the company’s own filing. The exhibit 99.1 press release on SEC.gov carries the terms quoted above, and a completed sale would normally be reported by the company in a later filing or release. Checking that same SEC filing list for 1-800-FLOWERS.COM, Inc. is the way to see whether the status has moved from pending to closed.
Three details are worth noting when a new document appears: whether the cash figure is still described as approximately $45 million, whether both brands are included, and whether the commercial agreement for select PersonalizationMall.com product has been signed and described. Any change to those points would alter the story told here.
The one date the company has committed to is the first-quarter earnings update, where it says it will explain how the sale changes its fiscal 2027 guidance. The release itself remains the controlling record until the company says otherwise.
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This article was produced with AI assistance and reviewed by The Financial Wire’s editorial team.
Warren Cohen is a finance writer based in Phoenix, Arizona, covering personal finance topics including credit, banking, and beginner investing. He earned his degree in business administration from Arizona State University and began his career working in consumer finance, where he gained direct experience with lending and credit systems. He now writes for personal finance websites and fintech platforms, focusing on clear, practical content that helps readers make informed financial decisions.
