Edible Blooms launches Australia’s largest hamper marketplace on Shopify

SYDNEY, Australia, 23 April, 2026 — Edible Blooms, one of Australia's most recognised gifting brands, has recently acquired three gifting sites - Dessert Boxes, Gift Baskets, and Hampers.com.au - bringing them together to launch Australia's largest unified hamper marketplace, built on Shopify. The multi-brand marketplace consolidates more than 700 products into a single destination, while each brand still retains its own storefront and identity. By consolidating operations, reducing technology overhead, and owning the search landscape across Australia's key gifting categories, the group is positioned for 43% growth in 2026.

Founded in 2005, Edible Blooms has built its reputation on fast, personalised gifting at scale, supported by strong B2B and wholesale capabilities. After migrating to the Shopify Plus plan, and acquiring three complementary brands already on the platform, the business was able to bring everything together quickly into one unified commerce experience.

“Twenty-one years ago I started Edible Blooms with my sister from a small store in Brisbane with a simple idea - make gifting more personal, more creative, and more accessible,” said Kelly Jamieson, Founder of Edible Blooms. “Relaunching Hampers.com.au as a marketplace is a genuine milestone for us. For the first time, we’re bringing four brands, same-day delivery nationwide, and thousands of gifting options into one place. Having all the acquired brands on Shopify from the get-go made it possible to move quickly, but more importantly, it sets us up for what comes next.”

Unification to accelerate
With all four brands already operating on Shopify Plus, Edible Blooms avoided the typical complexity of post-acquisition integration. Instead, the team replicated proven storefronts, reused themes, and scaled what was already working.

“Edible Blooms shows what becomes possible when unification is built in from the start,” said Shaun Broughton, Managing Director, APAC & Japan at Shopify. “Because each brand was already on Shopify Plus, the team could reuse templates, transfer learnings, and launch faster with every acquisition. That repeatability matters. It means every new brand or capability builds momentum, rather than adding complexity.”

One platform, multiple growth levers
The unified marketplace is already delivering impact. By aggregating product feeds and consolidating search authority across four brands, Edible Blooms is strengthening its visibility across high-value gifting categories. Hampers.com.au has recorded a 97% increase in conversion in its first 30 days, outperforming typical benchmarks.

Operationally, Shopify has reduced the need for custom development, enabling the team to test and roll out improvements across brands quickly. Features like shared themes, native tools, and centralised management allow Edible Blooms to iterate faster while maintaining consistency.

Boosting B2B buying at scale
The platform also underpins the company’s growing B2B offering, with bulk gifting tools and streamlined checkout flows enabling corporate customers to send personalised gifts at scale. Businesses can manage multiple recipients, customise individual messages, and complete large orders in a single transaction, removing friction from what is traditionally a complex process.

Combined with its national same-day delivery network, Edible Blooms is able to deliver speed, flexibility and consistency for corporate customers, turning bulk gifting into a seamless, repeatable experience.

With a unified foundation now in place, Edible Blooms is focused on expanding its marketplace, optimising customer experiences, and continuing to scale its house of brands strategy.