1-800-플라워스닷컴(FLWS) 2027 회계연도 1분기 실적 발표 콘퍼런스콜: 매출 11.1% 감소, 전망치 업데이트

핵심 요약

• 계속영업 기준 연결 매출은 전년 동기 대비 11.1% 감소한 1억 7,140만 달러를 기록했으며, 이커머스, 도매 및 기타, 블룸넷(BloomNet) 등 전 부문에서 매출이 감소했다.
• 1-800-Flowers.com과 HarryandDavid.com의 순 주문 수요는 8% 감소했으나, 전년 동기(12.6% 감소) 대비 개선됐다. 경영진은 10월 들어 감소율이 한 자릿수 초반대로 둔화했다고 밝혔다.
• 매출총이익률은 판매량 감소, 유류할증료 인상, 1-800-Flowers.com의 프로모션 테스트 영향으로 120bp 하락한 34.1%를 기록했다.
• 조정 EBITDA 손실은 3,190만 달러로, 영업비용 절감이 매출 감소를 상당 부분 상쇄하면서 전년 동기(3,170만 달러 손실)와 대체로 비슷한 수준을 유지했다.
• 경영진은 2027 회계연도 매출이 2%~5% 감소하고, 조정 EBITDA는 약 1,000만~1,500만 달러에 이를 것으로 전망했다. 수정된 가이던스에는 PersonalizationMall.com과 씽스 리멤버드(Things Remembered)의 매각이 반영됐다.
• 약 4,500만 달러의 사업 매각 대금 유입으로 재무적 유연성이 강화됐다. 이 중 약 2,200만 달러는 기간 대출 상환에 사용됐으며, 나머지 매각 대금은 전략적 이니셔티브에 활용할 수 있다.

주요 재무 데이터

사업 및 운영 실적

회사는 지속 가능하고 수익성 있는 성장을 회복하는 데 핵심이라고 판단하는 1-800-Flowers.com과 HarryandDavid.com에 자원을 집중하고 있다. 매출 증대 이니셔티브는 상품 기획(머천다이징), 마케팅, 디지털 역량 강화, 제3자 마켓플레이스를 포함한 신규 채널 확보를 중심으로 추진된다.

1-800-Flowers.com의 경우, 회사는 9월에 직배송 백업 프로그램 1단계를 시작했으며 11월 중 확장을 계획했다. 전면 도입 시 경영진은 상위 10개 화훼 상품이 거의 완벽한 시장 커버리지를 확보할 것으로 예상한다. 초기 출시 단계에서 상품 구성과 가격대를 다양화한 결과 평균 판매 단가가 상승했으나, 관련 프로모션 테스트로 인해 1분기 마진은 압박을 받았다.

경영진은 실적 발표 콘퍼런스콜 직전 2주 동안 1-800-Flowers.com이 전년 대비 플러스 성장세를 기록했다고 밝혔다. 또한 더욱 개인화된 선물 탐색을 지원하기 위해 구글과 협력해 AI 기반 쇼핑 에이전트를 출시할 준비를 하고 있었다.

HarryandDavid.com은 제품 구성을 단순화하는 한편 식사, 홈파티(엔터테이닝), 팬트리 식품, 디저트류로 영역을 넓히고 있다. 신규 모바일 앱은 연락처 관리, 맞춤형 메시지, 결제, 배송 추적, 선물 알림 기능을 지원하도록 설계됐다. 아울러 회사는 교차 판매를 늘리고 포트폴리오 복잡성을 줄이기 위해 심플리 초콜릿(Simply Chocolate)과 더 팝콘 팩토리(The Popcorn Factory) 제품을 HarryandDavid.com에 통합했다.

B2B 매출은 여전히 부진했다. 경영진은 새로운 대량 주문 시스템 구축에 착수했으며, 1단계 도입을 통해 주문 처리 워크플로가 유의미하게 개선됐다고 밝혔다.

회사는 고객 데이터 플랫폼(CDP)과 디지털 고객 경험에도 투자하고 있다. 경영진은 2027 회계연도 2분기부터 이러한 이니셔티브의 초기 기여가 나타나고, 시간이 지남에 따라 효과가 확대될 것으로 기대하고 있다.

경영진 가이던스

2027 회계연도에 대해 경영진이 제시한 전망은 다음과 같다.

• 총매출 2%~5% 감소.
• 조정 EBITDA 약 1,000만~1,500만 달러.

이번 전망에는 PersonalizationMall.com과 씽스 리멤버드의 매각 완료 내역 및 계속사업에 대한 경영진의 현재 기대치가 반영됐다.

네트워크 최적화에 따른 잠재적 비용 절감 효과는 2027 회계연도 가이던스에 포함되지 않았다. 경영진은 해당 프로젝트의 효과가 2028 회계연도 초부터 나타나기 시작할 것으로 예상한다.

리스크 및 주목할 점

• 기타 웹사이트의 순 주문 수요는 36% 급감해 주요 웹사이트의 감소폭보다 훨씬 부진했다.
• B2B 매출 감소가 해리앤데이비드(Harry & David)의 전반적인 실적에 부담으로 작용했다.
• 판매량 감소, 유류할증료 인상, 프로모션 테스트로 인해 매출총이익률이 하락했다.
• 오하이오주 헤브론 시설의 화재로 운영 차질이 빚어지면서 1분기 매출이 약 1% 감소했다.
• 경영진은 저소득층 소비자들이 인플레이션과 연료비로 인해 지속적인 압박을 받고 있으며, 이것이 고소득층 고객과 고가격대 제품 중심으로의 전략적 전환을 추진하는 계기가 됐다고 밝혔다.
• 여러 마케팅 및 디지털 이니셔티브가 아직 초기 단계에 머물러 있는 가운데, 특히 HarryandDavid.com을 중심으로 한 연말 홀리데이 시즌의 실행력이 여전히 중요하다.

애널리스트 질의응답(Q&A) 핵심 내용

경영진은 매출 감소에도 불구하고 도매 및 기타 부문의 수익성이 개선된 주요 원인으로 고객 및 제품 믹스, 그리고 출하 시점을 꼽았다.

회사는 잠재적인 비전략적 자산 매각 및 기타 자본 조달 기회를 포함한 포트폴리오를 평가하기 위해 구겐하임(Guggenheim)과 계속 협력하고 있다. 완료된 약 4,500만 달러 규모의 자산 매각 외에도, 통상적인 거래 종결 조건에 따라 플로리다주 잭슨빌 시설을 약 1,000만 달러에 매각하기로 합의했다.

사업 매각 대금 중 약 2,200만 달러는 기간 대출 상환에 사용돼, 분기 말 기준 1억 3,300만 달러였던 기간 대출 잔액이 분기 이후 1억 1,130만 달러로 줄었다.

경영진은 특정 식품 제조 및 풀필먼트 업무를 내부에서 유지할지 외주화할지 여부를 포함해 네트워크 검토 과정에서 모든 방안을 열어두고 있다고 밝혔다. 당해 연도 전망에는 이와 관련된 효과가 반영되지 않았다.

실적 발표 콘퍼런스콜 전문

전체 실적 발표 컨퍼런스 콜 녹취록

경영진 발표

Operator

Good morning and welcome to the 1-800-FLOWERS.COM, Inc. Q1 Fiscal Year 2027 Earnings Conference Call.

[Operator Instructions]

Please note that today's event is being recorded. I would now like to turn the conference over to Andy Milovoy, Senior Vice President, Investor Relations. Please go ahead.

Andy Milevoj

Good morning and welcome to our fiscal 2027 first quarter earnings call. Joining us on today's call are Adolfo Villagomez, Chief Executive Officer, and James Langrock, Chief Financial Officer.

Before we begin, I'd like to remind you that some of the statements we make on today's call are covered by the safe harbor disclaimer contained in our press release and public documents. During this call, we will make forward-looking statements with predictions, projections, and other statements about future events. These statements are based on current expectations and assumptions that are subject to risks and uncertainties, including those contained in our press release and public filings with the Securities and Exchange Commission. The company disclaims any obligation to update any of the forward-looking statements that may be made or discussed during this call.

Additionally, we will discuss certain supplemental financial measures that were not prepared in accordance with GAAP. Reconciliations of these non-GAAP financial measures to the most directly comparable GAAP measures can be found in the tables of our earnings release. And now, I'll turn the call over to Adolfo.

Adolfo Villagomez

Thank you, Andy, and good morning, everyone. As we begin the second year of our transformation, I would like to provide some perspective on the progress we have made, encouraging trends we are beginning to see across our business, and our priorities as we move through fiscal 2027.

During fiscal 2026, we took important steps to strengthen our foundation, simplify our business, and sharpen our focus on our primary websites, 1-800-Flowers.com and HarryandDavid.com. These websites represent our greatest opportunity to improve our overall performance and are central to our strategy for returning the company to sustainable, profitable growth.

During the fiscal first quarter, we began to see early improvement in net order demand across our primary websites. The demand on these websites declined at a lower rate versus the same period last year, and in October, the decline moderated further to low single digits compared to double digits last year, which is encouraging.

An important part of our strategy has been shifting our focus from simply driving revenue to driving profitable growth. We're becoming more disciplined in where we invest our time and resources, prioritizing the products, customers, and initiatives that can make the greatest contribution to our financial performance. We are organizing our top-line efforts around 4 functional areas: merchandising, marketing, digital, and new channels, including third-party marketplaces.

In Q1, we began to see early impact from our merchandising and new channels work. However, our marketing and digital initiatives were still being built or launched during the quarter. As we move through Q2, we are cautiously optimistic that these initiatives will begin to contribute, with benefits building over time.

Today, I will highlight some of the actions contributing to the improving trends mentioned above, discuss how we are leveraging the strength of our primary websites to support the broader portfolio, and provide an update on our marketing and operational initiatives. James will then review our financial performance, the changes to our reporting structure, and our outlook for fiscal 2027.

Let me begin with the progress we are seeing across our primary websites. Starting with 1-800-Flowers.com, we continue to make progress in improving the customer experience, strengthening product availability, and offering customers a more compelling assortment of floral products. Two initiatives are beginning to contribute to the improvement we are seeing.

The first is our direct-ship backup program, which supplements our nationwide florist network with direct-ship fulfillment capabilities for our most popular floral arrangements. This program is designed to improve product availability and fulfillment coverage, making it easier for customers to purchase the arrangements they want, regardless of their ship-to location. We launched the first phase in September and expect to expand the program during November. Once fully implemented, we expect our top 10 floral products to have nearly complete market coverage.

The second initiative is our assortment and pricing strategy, where we are expanding the range of options and price points across our best-performing floral arrangements. This provides customers with greater choice while helping improve merchandising productivity and average order value. Early results have been encouraging, including higher average selling prices for products included in the initial rollout.

Finding the right assortment, price points, and value proposition for 1-800-Flowers.com required deliberate promotional and margin investment in Q1, which contributed to gross margin pressure. We are pleased with what we are learning about the products and offers that provide the strongest value for customers, and as those learnings materialize in our go-forward value proposition, the gross margin pressure should decline. Together, these initiatives are helping improve the customer experience and contributing to the better demand trends we are seeing in our floral business.

We're also preparing to launch a new AI-powered shopping agent on 1-800-Flowers.com in partnership with Google. It is expected to launch this month, and this capability will provide customers with a more personalized shopping experience, helping them discover and select the right gifts based on the recipient and occasion. We believe this is another important step in making gifting easier and improving the overall customer experience.

Turning to HarryandDavid.com, we are also beginning to see encouraging improvement in our direct-to-consumer business. Over the past several quarters, we have taken steps to simplify and strengthen our product assortment, removing underperforming items and introducing more productive products from across our broader portfolio. We're also expanding into adjacent food and gifting categories, including meals, entertaining, pantry items, and desserts. These changes provide customers with more reasons to shop HarryandDavid.com beyond its traditional assortment, while improving merchandising productivity and the overall customer experience. Early customer response has been encouraging, and we believe these initiatives are contributing to the improving trends in the consumer business.

We're also improving the digital shopping experience, including the launch of a new Harry & David mobile app. The app is designed to make gifting easier by allowing customers to manage their contacts, personalize gift messages, simplify checkout, and track deliveries in 1 place. Over time, we believe the app will help drive greater customer engagement and repeat purchases, while improving marketing efficiency by enabling more direct, personalized communication through features such as gifting reminders, reducing our reliance on paid advertising to drive repeat purchases.

While we're encouraged by the progress in the HarryandDavid.com consumer business, our overall performance was impacted by lower B2B revenue. To support our efforts to strengthen the B2B business, we recently began implementing a new bulk ordering system that significantly improves how we process and manage large customer orders. We have completed the first phase of the rollout and are now moving into the second phase, which will expand the system's capabilities and improve order processing efficiency. Although still early, we have seen a meaningful process improvement since implementation began.

Beyond improving the performance of our primary websites, another important priority is leveraging their scale, traffic, and digital capabilities to support our broader portfolio. We see an opportunity to simplify how customers discover and shop our broader assortment by bringing select products from our other websites onto our primary websites as complementary product categories. We recently advanced this strategy by integrating Simply Chocolate and The Popcorn Factory into HarryandDavid.com. This allows us to introduce these products to a larger customer base, create additional cross-selling opportunities, and reduce complexity across the portfolio. Over time, we believe this approach can help improve the performance of our broader portfolio while creating a more convenient shopping experience for our customers.

Another important priority is improving how we engage with customers and increasing the effectiveness of our marketing investments. By the end of the first quarter, we began investing in modernizing our marketing technology capabilities, including the implementation of our customer data platform and continued work to improve the digital customer experience. These efforts are designed to help us better understand our customers, deliver more relevant communications, and make shopping easier. Our objective is to improve customer engagement, increase purchase frequency, and generate stronger returns on our marketing investments. We believe these investments are an important part of building a stronger foundation for long-term growth and improving the productivity of our marketing efforts.

As I mentioned before, these initiatives were still in the build and launch phase during Q1, so we have not yet seen their full benefit in our results. As we move through Q2, we are cautiously optimistic that we will begin to see early contributions, with impact building over time.

Alongside our efforts to improve revenue performance, we remain focused on simplifying our operations, improving productivity, and reducing structural costs. We have several initiatives underway, including network optimization and Lean Six Sigma, which we believe will help create a more efficient operating model and support improved profitability over time. James will provide additional details on these efforts in a few moments.

We also continue to make progress in simplifying our portfolio and strengthening our financial flexibility. As previously announced, we completed the sale of PersonalizationMall.com and Things Remembered during the fiscal second quarter. This transaction represents an important milestone in our strategy to sharpen our focus on our core businesses, strengthen our financial position, and provide additional capital to invest in initiatives that improve performance.

As we look ahead, our priorities remain clear. We remain focused on improving the performance of our primary websites, optimizing our broader portfolio, increasing marketing effectiveness, and simplifying our operations. While there is still considerable work ahead, we are encouraged by the early progress we are seeing and remain focused on executing our strategy as we enter the important holiday season.

With that, I will turn the call over to James.

James Langrock

Thank you, Adolfo, and good morning, everyone. As Adolfo discussed, we are beginning to see encouraging signs of improvement in net order demand across our primary websites. Although our first quarter financial results continue to reflect the challenges we have been addressing throughout our transformation, improving demand trends reinforce our confidence in the priorities we established last year.

Before reviewing this quarter's financial performance, I'd like to highlight several changes to our financial reporting that took effect in the first quarter of fiscal 2027. During fiscal 2026, we made significant changes to how we manage and evaluate our business. We moved to a functional operating structure with a greater emphasis on managing the business across channels and functions rather than by brands. To better align our external financial reporting with how we are managing the business internally, we have revised our reportable segment structure. Beginning this quarter, we will report results across E-Commerce, Wholesale and Other, and BloomNet. We believe this new structure better reflects how we operate today and provides investors with greater visibility into the performance of our business.

To provide a better understanding of how these segments are defined, the E-Commerce segment includes sales made directly to customers through our own websites, third-party marketplaces, and our B2B operations. The Wholesale and Other segment primarily includes sales of products to retailers and other distribution partners. The BloomNet segment includes sales of products and services to florists in our member network.

Beginning this quarter, we are providing a breakdown of net order demand trends across our own websites and apps, separating our primary websites from our other websites. Our primary websites include 1-800-Flowers.com and HarryandDavid.com. Our other websites include the remaining websites in our portfolio. This includes consumer and business orders placed directly through our websites and mobile apps. It excludes third-party marketplace orders and B2B orders placed through our sales representatives. This additional disclosure is highly relevant given our strategic focus on strengthening our primary websites to drive improvement in our overall performance. We believe it will provide investors with a clearer understanding of the underlying demand trends across our portfolio and help them evaluate the progress we are making as our transformation continues.

Turning to our first quarter results. All financial results discussed today exclude PersonalizationMall.com and Things Remembered, which are now reflected as discontinued operations. Total consolidated revenue was $171.4 million compared with $192.7 million in the prior-year period, representing a decline of 11.1%.

As Adolfo highlighted, we began to see encouraging improvement in net order demand across our primary websites, 1-800-Flowers.com and HarryandDavid.com, with the pace of decline moderating throughout the quarter and continuing into October. E-Commerce segment revenues declined 12.3% to $128.4 million, reflecting continued weakness across our other websites and B2B operations, partially offset by improving demand trends on our primary websites, where we have concentrated our resources and investments. Net order demand on our primary websites declined 8% year-over-year in the first quarter of fiscal 2027, compared with a 12.6% year-over-year decline in the first quarter of fiscal 2026. Meanwhile, net order demand across our other websites declined 36%, although we saw a sequential improvement in these trends in the latter part of the quarter and into October. We continue to evaluate these businesses based on their contribution to the organization and long-term potential. This includes opportunities to integrate select products into our primary websites, operate them independently, or pursue other options that create the greatest value.

Turning to our other segments, Wholesale and Other revenues decreased 10.7% to $20.5 million, while BloomNet revenues declined 3.6% to $22.3 million, both compared with the prior-year period. Our first quarter results were also affected by a fire at our Hebron, Ohio facility, which disrupted operations and temporarily limited our ability to fulfill and sell certain products that impacted revenues by approximately 1%.

Turning to gross margin, first quarter gross margin decreased 120 basis points to 34.1%, compared with 35.3% in the prior-year period. The decline reflected lower sales volume, higher fuel surcharges, and the impact of testing different promotional offers on 1-800-Flowers.com, partially offset by cost reduction and operational efficiency initiatives.

Moving to operating expenses, excluding non-recurring charges and the impact of the company's non-qualified deferred compensation plan in both periods, operating expenses decreased $10.6 million as compared with the prior year to $102.3 million. This was primarily driven by our efforts to improve the efficiency of our marketing investments and our cost savings initiatives.

Our first quarter adjusted EBITDA loss from continuing operations was $31.9 million, compared with an adjusted EBITDA loss from continuing operations of $31.7 million in the prior year. Despite the decline in consolidated revenue, adjusted EBITDA was relatively flat year-over-year, reflecting our continued focus on cost discipline and prioritizing activities that make the greatest contribution to profitability. At the same time, we continue investing in initiatives designed to improve performance over time, including enhancements to our marketing technology capabilities. These investments are reflected in our first quarter results, and we expect to see early benefits beginning in the second quarter with their contribution growing over time.

Turning to our cost savings and operational efficiency initiatives, we continue to make progress on the opportunities we identified as part of our transformation strategy. A network optimization initiative is underway with an initial focus on evaluating opportunities to reduce structural costs, improve the efficiency of our fulfillment and distribution network, and maximize returns on invested capital. While this work remains in its early stages, we believe there are meaningful opportunities to improve how we utilize our existing infrastructure and create a more efficient operating model. Separately, we have launched our Lean Six Sigma initiative with a focus on identifying and implementing productivity improvements. Our objective is to capture efficiencies and cost savings while establishing a stronger foundation for continuous improvement across our operations. Together, these initiatives are an important part of our efforts to improve profitability to build a more efficient and flexible operating model.

Turning to our balance sheet, at quarter end, our net debt was $263.6 million, compared with $259.3 million a year ago. Our cash balance was $9.4 million. In terms of our debt, we had $133 million in term debt and $140 million outstanding under our revolving credit facility in preparation for the upcoming holiday season. We expect borrowings under the revolver to be fully repaid during the fiscal second quarter.

As we discussed during our fourth quarter earnings call, we initiated a process to evaluate capital-raising alternatives and other opportunities to enhance our financial flexibility. An important development in that process was the completion of the sale of PersonalizationMall.com and Things Remembered during the fiscal second quarter. The transaction had an approximate value of $45 million and represents an important step in simplifying our portfolio and sharpening our focus on our core businesses. It also provides additional financial flexibility to reduce debt and support investments in our strategic priorities.

Approximately half of the proceeds, or $22 million, were used to pay down our term loan, with the other half available to fund our strategic initiatives. As a result, subsequent to the end of the quarter, we reduced our outstanding term loan balance to $111.3 million. We have also entered into an agreement to sell our Jacksonville, Florida facility for approximately $10 million, subject to customary closing conditions. This transaction represents another step in our ongoing efforts to optimize our capital structure, reduce debt, and strengthen our financial flexibility. We remain committed to maintaining financial discipline and allocating capital to the initiatives we believe offer the greatest potential to improve operating performance and create long-term shareholder value.

Turning now to our outlook. As we have outlined, we are seeing encouraging early signs of progress on our 1-800-Flowers.com and HarryandDavid.com websites, including a moderation in the pace of net order demand declines. At the same time, our other websites continue to face significant pressure. While there is more work ahead, we remain focused on turning these early improvements into sustained revenue growth and improved profitability.

The completed sale of PersonalizationMall.com and Things Remembered provides additional financial flexibility to make targeted investments in our business, particularly in our primary websites, while maintaining discipline around spending and capital allocation. Our updated outlook reflects the impact of these divestitures, as well as our current expectations for the underlying business. In fiscal 2027, we now expect total revenues to decline between 2% and 5% and adjusted EBITDA to be in the range of approximately $10 million to $15 million.

With that, we are ready to begin the Q&A session. Operator, please provide the instructions.

Operator

[Operator Instructions]

And today's first question comes from Michael Kopinski with Noble Capital. Please proceed.

Unknown Speaker

It's Jacob Mutchler on for Michael Kopinski this morning. My first question comes regarding the Wholesale and Other business. So the Wholesale and Other business decreased, improving profitability despite continued revenue pressure. Can you discuss what's changing in the underlying economics of that business and whether there are opportunities to apply similar operating practices to other business segments?

James Langrock

This is James. So with Wholesale and Other, as you mentioned, revenue was down, but profitability was up. A lot of that has to do just with the customer mix and the timing of shipments to the various customers. That was the big driver in the improvement, and it was really more around customer and product mix.

Unknown Speaker

Got you. And then with respect to the personalization divestiture and proposed Jacksonville facility sale, how are you thinking about the current portfolio? Are there additional opportunities for asset monetization or portfolio rightsizing?

James Langrock

Yes, I mean, as we mentioned, obviously the PersonalizationMall.com sale as well as the pending Jacksonville sale, that was part of the process, but we are still working with Guggenheim evaluating our overall portfolio. So we continue to look at non-strategic asset sales or other capital raise opportunities.

Unknown Speaker

Got you. And then just 1 last question. If you could just briefly discuss some of the differences in spending behavior between the higher- and lower-income consumers. Just curious what you're seeing in the consumer environment today and how you're managing that promotional environment as we approach the holiday season and how that's influencing merchandising and pricing strategies. Thank you.

Adolfo Villagomez

Good morning. This is Adolfo. So as you can imagine, the lower-income consumer continues to be pressured by inflation, fuel prices, and everything you have heard in the news. So the business naturally is moving towards higher price points, and that's why you are seeing our 1-800-Flowers strategy moving in that direction. Our AOV is increasing, and so the business is benefiting from that shifting strategy, focusing on, I'd say, higher-income customers.

Unknown Speaker

Got you. Thank you for taking my questions. I'll hop back into queue.

Operator

And our next question comes from Anthony Lebiedzinski with Sidoti & Company. Please proceed.

질의응답

Anthony Lebiedzinski

First, just a quick follow-up to the last question as far as the AOV. Did you provide that number as far as what that was, how much of an increase in the quarter?

James Langrock

Yes, so Anthony, this is James. Overall, the net AOV was up 2%, so at almost $84.58 versus last year's $82.90. And that's the overall amount that Flowers was higher, Anthony.

Anthony Lebiedzinski

Mm-hmm. Okay. Thank you, James. All right. And then as we look at the improved trends for the net order demand for your primary brands, there was a notable shift as we look at the monthly data that you provided, especially in September and October. So I just wanted to get a little bit better understanding as to what drove that improvement, and whether the guidance that you have basically implies that these trends will continue into the key holiday season. Is that fair to say?

Adolfo Villagomez

That is fair to say, and certainly we are cautiously optimistic that that is the case, Anthony. If I step back for a second, and you look at our historical strategy and what is changing, our historical strategy was dependent on buying clicks, sending emails, affiliates, and getting SEO traffic from Google Chrome. Those channels have been impacted for a while by lots of trends, the LLMs, and everything that you have read in the news. So we implemented a different strategy, as I mentioned before, focused on 4 pillars. We're looking into our true merchandising strategy and how that is driving growth. Digital, which is all about product discoverability and helping the customers find the right products to fulfill their needs. Marketing investments, and then growing in new channels.

Now, the good news is, we are seeing that strategy is working, but this is a strategy that you cannot easily apply across 10 websites because it's very personalized. Let me give an example. We are now moving towards new website channels where you're promoting a product, and you can only promote 1 product. If you're going to have a TV commercial, you cannot talk about 10 websites. You need to focus on something.

So our priority #1 has been 1-800-Flowers.com. If you look at our financials, really, 1-800-Flowers.com drives the website portion of our segment, and also BloomNet. If you look at our BloomNet performance, there's some other products in there, but you can see how the gross profit is improving. And what that is telling you is that the orders from the florists are improving. Those are actually really good for the business.

As we mentioned before, those two websites drive the majority of the profitability, which started with 1-800-Flowers. And 1-800-Flowers over the last 2 weeks has been comping positive. So it's moving in the right direction. Now we're focusing on Harry & David. That's super important for Q2. And as we mentioned in the prepared remarks, some of the things that are going to impact the website across these 4 pillars that I mentioned were just coming online towards the end of the previous quarter. But we're starting to see the impact of that on the business.

So that's the way you should think about it is we're focusing on those core websites, making sure that they are healthy. That is going to also drive profitability in our BloomNet business. And that's what the team is focusing on right now. 1-800-Flowers still has a lot of work to do, but moving in the right direction is great to see so far, ending the month with positive numbers. The next challenge is now, okay, Harry & David, let's give it all the attention it deserves to make sure that we deliver a great holiday season.

Anthony Lebiedzinski

Thank you, Adolfo. I appreciate the context there. All right. And then a couple of other questions if I could. So James, you mentioned work on network optimization. Is any of that included in your guidance, or is that something that may impact fiscal '28 as you move through that work?

James Langrock

So, Anthony, it's not included in the guidance. We're working through that now. So we believe that at the beginning of FY '28, we'll be getting the benefit of the network optimization project that we're working through.

Anthony Lebiedzinski

Got you. Okay. And then lastly, more of a housekeeping question. So I know it's part of discontinued operations, but as far as the revenue from PMall and Things Remembered for Q1, can you share what that was?

James Langrock

So, yes, last year in Q1 it was $22.5 million, and in Q1 of this quarter it was roughly about $19 million.

Anthony Lebiedzinski

All right. Thank you very much. Best of luck.

Operator

[Operator Instructions]

And the next question comes from Linda Bolton-Weiser with Water Tower Research. Please go ahead.

Linda Weiser

Adolfo, I was wondering if we could just step back a minute and just consider the broader industry and the structure. Can you just comment on what your perceptions are of flowers in general as a desirable category for consumers? And also, secondly, what's going on in terms of the channel mix? Is e-commerce in floral gaining or losing market share to brick-and-mortar retail stores that sell flowers? So that's my #1 question. And then for my second question, it is on your facilities and manufacturing and the fact that you're sort of backward integrated in a lot of manufacturing areas. I'm wondering how you're viewing that and if there is a way to outsource some of those manufacturing things, even for the product lines that you're keeping. Thanks very much.

Adolfo Villagomez

Okay, lots of questions there, Linda. Let me try to address them one by one if I remember.

So #1, I think it's well known in the industry that physical retail has entered this category almost across the board. There isn't a single physical retail location that at this point probably doesn't sell flowers. Of course, that has a little bit of an impact on the websites. But I think the websites, and this is what we're seeing in the numbers, still fulfill a need for our customers. Think about our occasions: birthday, sympathy, Valentine's Day, Mother's Day. In many of those situations, you just want to send something to somebody. And so that need will continue to exist.

I think the real challenge for e-commerce operators is to figure out how customer needs and your value proposition need to evolve to capture that market. Historically, our 1-800-Flowers strategy was focused on revenue growth at the expense of sometimes profitability. We tried to drive units, which moved us into lower price points. The merchandising team is doing an amazing job of taking customer feedback, talking to our florist partners and saying, "Hey, what is needed in the market?"

And as I mentioned in my prepared remarks, what that is leading us to is actually high-end bouquets, and also bouquets that are almost identical to the ones created by florists, but that we can ship to locations where a florist doesn't exist. Internally, I always talk about Big Sky, Montana. There isn't a florist in Big Sky, Montana. So if somebody in there wants to send flowers there, now our direct-ship business can offer identical SKUs. That strategy is showing that it is working.

As James mentioned, we had to invest a little bit of gross margin just to understand price points and promotional strategy. All of that is stabilizing now. And as I mentioned, fingers crossed, but so far, month to date, that business is positive as of right now. So I think there's a future for e-commerce, but you need to differentiate your value proposition and provide what the customer is looking for and making the online experience frictionless so that they want to come back to your website.

Okay, that was 1 question, or 2 questions. What was the other 1? The network outsourcing. So the other 1, that applies primarily to our food business, Harry & David and the other categories. I would say this, Linda: everything is on the table right now. That's what we are doing with network optimization, looking into, okay, what do we do today? Are we the right owners of that? Do we continue doing that? Do we outsource that? Can we do it now? What is the lease saying? All of that is what James referred to as the network optimization and Lean Six Sigma. Everything is on the table. As James said, it's a lot of work. We have none of that included in our guidance for this year, but we believe that definitely will drive impact next year. Okay, thank you very much.

Operator

And this does conclude our question and answer session for today. I would now like to turn the conference back over to Adolfo Villagomez for any closing remarks.

Adolfo Villagomez

Thank you. As we look ahead, we are encouraged by the progress we are making and improving demand trends across our primary websites. While there is still work ahead, we believe we are moving in the right direction. Our focus now is on executing our plans and delivering a strong customer experience during the important holiday season, while continuing to build a stronger and more profitable business.

On behalf of everyone at 1-800-Flowers.com, I want to wish you and your families a happy and healthy holiday season. Thank you for your continued interest in our company.

Operator

The conference is now concluded. Thank you for attending today's presentation, and you may now disconnect.

This live transcript is auto-generated without human intervention or review.