Personal Creations focuses on personalization technology and processes, merchandising, and new product development. Stuart Rose, managing director for investment firm Tully & Holland, views the deal as a “tremendous fit.”
Personalization is a growing trend, Rose says, “and Provide Commerce is a leader in the field. Many people see personalization as a more special, thoughtful gift than just a bouquet of flowers or box of chocolates.”
Personal Creations has recorded strong growth in sales and earnings for a long period of time, Rose says, and possesses “excellent capabilities and management. Personal Creations gives new categories for Provide to exploit and grow.”
Provide Commerce owns ProFlowers, Red Envelope, Cherry Moon Farms, and Shari’s Berries. Liberty Media, the parent company of the QVC home shopping network, acquired Provide Commerce in 2005.
Personal Creations was in the news a few years ago when it made a bid for bankrupt gifts catalog Lillian Vernon. Taylor Corp.’s Current USA unit ultimately won the auction to purchase Lillian Vernon in April 2008.
A month later, Creative Catalogs Corp. tried to buy Red Envelope out of bankruptcy, but Provide Commerce landed the gifts catalog instead.