Kroger expands Vanderpump Blooms floral collection with home decor
The Kroger Co. expands the Vanderpump Blooms x Bloom Haus collection with new home decor and plant care items. The exclusive line features candles, ornaments, and preserved roses available at Kroger Family of Stores.
*this image is generated using AI for illustrative purposes only.
The Kroger Co. has expanded its Vanderpump Blooms x Bloom Haus floral collection to include Vanderpump Home, introducing new products available in stores now. The additional items feature an assortment of floral-inspired candles, a plant care starter kit, ornaments, preserved and silk roses, and various bouquets and arrangements. This expansion aims to help customers celebrate life's moments with high-quality florals and home decor items that blend Lisa Vanderpump's signature style with seasonal inspiration.
Carlo Baldan, group vice president of Fresh Merchandising at Kroger, stated that the continued collaboration brings the vision of Bloom Haus to life. He emphasized that the collection combines thoughtful design with Vanderpump's aesthetic, making it easier for customers to add elegance to everyday moments. The products are available exclusively at Kroger Family of Stores, with more items set to be released throughout the year.
New Product Categories
The expansion introduces several new categories to the Vanderpump Blooms x Bloom Haus line. The collection now includes home fragrance items, plant care tools, and decorative keepsakes. These products are designed to offer a polished touch to everyday living and gift-giving.
Featured Items
| Product Category | Item Name | Description |
|---|---|---|
| Candles | Vanderpump Home Pillar Candles | Hand-poured set of three candles designed for dinner parties. |
| Candles | Vanderpump Home Three Wick Candles | Frosted glass candles in three shades of pink, available in scents Royal Garden, Villa Blanca, and Lisa's Signature Pink. |
| Plant Care | Plant Care Starter Kit | Includes a glass mister, pruning shears, and a moisture sensor in a pink display box. |
| Decor | VanderPUMP Glass Shoe | A shoe featuring preserved roses, displayed in an upscale gifting box. |
| Decor | Sphere Ornament | A glass sphere containing a real preserved rose with a gold-toned bracelet and charm. |
| Decor | Teardrop Ornament | Gold and pearl detailing in a teardrop shape with a preserved red rose. |
| Decor | Rose Purse | A sleek glass purse containing real preserved roses. |
Lisa Vanderpump expressed her enthusiasm for the expansion, noting that the line has been a passion project. She highlighted the quality of the preserved roses as stunning keepsakes that last indefinitely and described the candles as delicious. The collection allows customers to achieve a refined aesthetic through bouquets that can be placed directly into vases or styled using video tutorials accessed via QR codes.
Customers can purchase the Vanderpump Blooms x Bloom Haus collection exclusively at Kroger Family of Stores and through delivery platforms DoorDash and Uber Eats. The company has also encouraged social media engagement by tagging @lisavanderpump and @veryvanderpump.
How will the introduction of the Vanderpump Home line impact Kroger's private label revenue growth in the home goods sector?
Could the success of this celebrity collaboration prompt Kroger to pursue similar partnerships with other lifestyle brands?
What metrics will Kroger use to evaluate the performance of this expanded collection beyond immediate sales figures?
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