1-800-FLOWERS.COM will start accepting Bitcoin this fall, thanks to their new partnership with Coinbase.

The floral and gift service is was one of the first to use both the internet and a 24/7 toll-free number to facilitate direct sales. Their brand is a key part of their business. The company appended “.COM” to their name upon their listing on the NASDAQ in 1999. It trades under the symbol FLWS. Shares are currently worth $5.89 and their market cap is $377 million. There are reportedly 4000 employees.

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They join DISH and Expedia as other publicly traded companies accepting Bitcoin. However, also like these companies, they have been struggling to turn a profit. Their accepting of Bitcoin may give them the boost they need by making transactions easier for consumers, as well as leveraging the publicity generated with such a move. Much of their growth in the past was fuelled by well-timed branding.

The 1-800-FLOWERS family of gifting sites includes: 1-800-FLOWERS.COM, FannieMay.com, Cheryl’s.com, ThePopcornFactory.com, 1-800-Baskets.com, FruitBouquets.com, and Stockyards.com.

Coinbase now supports 1.4 million consumer wallets and 33,000 merchants.