ne of the UK’s leading online florists is expanding its gifting proposition with the launch of Don’t Buy Her Flowers’ much-loved personalised gift boxes on Eflorist from August 2026.
The launch marks the first major consumer-facing integration following Euroflorist’s acquisition of Don’t Buy Her Flowers in late 2025, and represents a significant step in the group’s strategy to evolve beyond flowers into the wider online gifting market.
From August, customers shopping on Eflorist – the UK subsidiary brand owned and operated by the international flower delivery group Euroflorist – will be able to browse a curated collection of Don’t Buy Her Flowers gift sets, or create completely bespoke gift boxes, allowing them to personalise gifts for occasions including birthdays, new babies, recovery, care packages, and everyday acts of kindness.
Approximately 75% of Don’t Buy Her Flowers customers currently choose to build their own personalised gift boxes, highlighting the growing consumer demand for more individual and bespoke gifting experiences.
The collaboration may seem somewhat unexpected given the name Don’t Buy Her Flowers, but both brands share the same objective: helping their customers to choose the most thoughtful and appropriate gift for the moment. Whilst flowers remain central to the Eflorist proposition, the new gifting range offers additional ways to connect with loved ones when another gesture feels more appropriate than a bouquet delivery.
Discussing the new launch on Eflorist, CEO of Euroflorist Magnus Silfverberg said: “When we welcomed Don’t Buy Her Flowers into the Euroflorist family, our ambition was always to make thoughtful gifting more accessible to our customers. Launching the brand on Eflorist.co.uk is an exciting milestone because it expands the ways people can celebrate, comfort and connect with those they care about.
“Flowers will always be at the heart of Eflorist, but today’s customers increasingly want choice. Whether someone is celebrating a birthday, supporting a friend through a difficult time or welcoming a new baby, we want to help them find the gift that feels right for that particular moment.”
Commenting on the new range of gifts available on Eflorist, Steph Douglas, Founder and Managing Director of DontBuyHerFlowers.com adds:
“I must admit that irony has not been lost on many people when they learn that Don’t Buy Her Flowers is now working with a florist brand, and honestly, the team and I love that.
“Since launching in 2014, the brand and its name have always been focused on encouraging gift buyers to take the time to think about what their intended recipient genuinely needs and could benefit from at that point in time, rather than reaching for the most ‘obvious’ gift.
“Of course, sometimes that’s absolutely a beautiful bouquet of freshly cut flowers. But sometimes it’s a box filled with items that will help someone feel seen, comforted or celebrated.
“Being a part of Eflorist moving forward means we can introduce that way of thinking to more people while staying completely true to what Don’t Buy Her Flowers has always stood for.”
The range of Don’t Buy Her Flowers gift items can be found here: https://www.eflorist.co.uk/
A selection of images highlighting the collection of gift boxes available on the eflorist website can be found here.
