New CEO finally found trying to promote the brand. Mentioned in the New York Post:
https://nypost.com/article/when-to-order-mothers-day-gifts-for-on-time-delivery-this-year/
FTD competitor 1-800-Flowers has apparently closed all of their Harry & David gourmet foods stores because of the pandemic. All 38 of them. Although Crains Chicago Business is still mentioning 1-800-Flowers among brands surging due to consumer demand (this type of good press is helping their brand because of the bandwagon effect, where since people read that everyone's buying from a certain brand, they will then buy as well). They are listed as "Surging."
https://www.chicagobusiness.com/consumer-products/which-brands-are-surging-sinking-or-holding-steady
Here's Teleflora's latest marketing:
https://www.prnewswire.com/news-releases/teleflora-thanks-moms-for-making-the-new-normal-more-normal-301047123.html
The ad campaign, featuring real mothers, also got them a mention in Adweek:
https://www.adweek.com/brand-marketing/from-facebook-to-kfc-11-brands-honor-moms-in-light-of-the-pandemic/
Their pitcher looks horrendous, however.
https://www.forbes.com/sites/forbes-personal-shopper/2020/05/01/best-deals-on-mothers-day-flowers/#66c2ce003258
Who would buy that? And they want $70 for it, too?
FTD did get mentioned in the Forbes piece as well.
So they put some minimal effort into positioning the brand going into a critical holiday.
Based on how much more there is in the news about 1-800-Flowers, that's some stiff competition for a brand whose image is now associated with "bankruptcy" and furloughs due to COVID-19.
Too bad about the delisting though. The results of this Mother's Day quarter can more easily be compared among other large and publicly traded competitors.