situation

• FTD, the 90 year old floral delivery service, has been losing market share to its competitors (800 Flowers, Matha Stewart Flowers and others).

strategy

• Secure a designer brand and offer new, exciting product and enhance the overall FTD image.

results

• Todd Oldham is the first licensed fashion brand for FTD.  It was launched on Mother's Day 2006 and has been a tremendous success.
• Vera Wang by FTD launched January 2007 is also a huge success.