1-800-Flowers.com is set to sell its PersonalizationMall.com and Things Remembered brands to PlanetArt (asi/296387) for a reported $45 million in cash, according to a press release.

The move is part of 1-800-Flowers.com’s broader attempt to simplify its business, including a focus on increased efficient partnerships, said CEO Adolfo Villagomez. The publicly traded company reported overall decreased sales and a net loss for its 2026 fiscal year in its most recent earnings report.

PlanetArt, founded in 2010, is an e-commerce platform focused on make-on-demand products like photo prints, wall décor, apparel and more through a variety of integrated brands, including CanvasWorld, MyCustomCase, Gifts.com, Personal Creations, and Free Prints.

“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,” said Villagomez. “This transaction reflects that approach and provides us with greater financial flexibility as we continue executing our transformation and positioning the Company for sustainable, profitable growth.”

Things Remembered, which sells personalized jewelry, drinkware and more, was acquired by 1-800-Flowers.com in early 2023.

PersonalizationMall.com, a consumer-facing site selling personalized gifts from tea towels to kids toys to wedding favors, was also a relatively recent acquisition, with the deal to purchase the brand from Bed Bath & Beyond for $245 million going through in 2020, despite efforts to delay the deal due to the COVID-19 pandemic – making PlanetArt’s $45 million purchase price a steep drop.

“We believe PlanetArt is a strong strategic fit for PersonalizationMall.com and Things Remembered and is well-positioned to support the business’s continued growth and success,” said Villagomez.

The acquisition deal is expected to close within the coming weeks. The two companies also anticipate remaining in partnership with an additional agreement to allow 1-800-Flowers.com to continue selling select PersonalizationMall.com items to its customers.

1-800-Flowers.com said that it will update its fiscal 2027 guidance to reflect the impacts of the sale with its fiscal first-quarter earnings release.