Marks & Spencer (M&S) has long been a household name in British retail, but this Valentine’s Day, the company’s floral department has blossomed in ways even its most loyal customers might not have expected. According to M&S and industry data, the retailer achieved its most successful Valentine’s Day for flowers yet, selling more than one million bouquets both in store and online in February 2026. This record-breaking sales figure not only reflects a deep trust from customers but also signals a broader transformation in how M&S approaches the flower market.
Behind this floral success story lies a partnership nearly two decades in the making. Since 2006, M&S has worked hand-in-hand with MM Flowers, a supplier founded by Phil Whelan—a former M&S buyer with a keen eye for both business and blooms. Whelan, an accountant by training but a flower enthusiast at heart, started MM Flowers with just four colleagues at a single site in Chatteris, Cambridgeshire. Their first offering? A single production line of red roses, sold exclusively to M&S.
Fast forward to 2026 and MM Flowers has grown exponentially, now operating five sites across the UK and the Netherlands. The company sources flowers from farms spanning over 3,000 hectares, providing M&S with a vast array of cut flowers, including roses, tulips, and exclusive trademarked varieties such as the Peony Rose. This long-standing relationship has allowed M&S to deliver consistent quality and innovation to its customers, a point of pride for both companies.
Elizabeth Van Niekerk, M&S Food’s Head of Trading for Produce and Floral, emphasized the importance of this collaboration. “Behind every exceptional Valentine’s bouquet is a great partnership – we’ve been working closely with MM Flowers for over 18 years,” she told Retail Times. “We’re now transforming the floral category to bring even more innovations to our customers.”
This transformation is not just talk. Over the past year, M&S relaunched its Flower Market, introducing a new house style that features embossed message cards and elegant box bows. The result? A more elevated and personalized gift experience, whether customers shop online or in store. The relaunch has had a measurable impact: M&S’s market share in flowers and plants rose from 16.3% to 17.1% in the eight weeks leading up to February 14, 2026, according to Circana data. That’s a significant leap in a competitive market, and it’s not just roses driving the numbers. Sales of less traditional Valentine’s flowers, like red tulips, soared by 22% compared to the previous year.
Van Niekerk attributes much of this success to the company’s relentless focus on quality and innovation. “Customers come to us for flowers because they expect exceptional quality – from our £25 Freedom Roses, the biggest-selling floral product this Valentine’s Day, to our trademarked Peony Rose,” she said. These high standards are maintained through close collaboration with MM Flowers, which works directly with breeding houses to select and blend seeds. The flowers are then nurtured by expert growers before being packed at a dedicated facility in Lincolnshire.
But M&S isn’t content to rest on its laurels. The company has ambitious plans to double the size of its Food business, and floral innovations are seen as a key avenue for growth. “We are on a journey to double the size of the Food business, and transformations in areas where we’re already trusted for our quality are brilliant opportunities to broaden our reach to new customers,” Van Niekerk explained to The Grocer.
Part of this modernisation involves bringing a touch of celebrity glamour to the flower aisle. M&S has collaborated with well-known figures such as singer Katherine Jenkins, interior designer Kelly Hoppen, and actress Dame Joan Collins to create signature floral styles. These partnerships help keep the brand fresh and appealing to a wide audience, while also offering customers something uniquely special for their celebrations.
Innovation isn’t limited to product lines or celebrity collaborations. M&S has also experimented with new retail formats, including pop-up florists at its renewed Cribbs Causeway store. Here, customers can design their own bouquets, adding a personal touch to their gifts and further enhancing the shopping experience. This hands-on approach reflects a broader trend in retail towards experiential offerings, where customers are invited to participate in the creation of their purchases.
Looking ahead, both M&S and MM Flowers are committed to further developing their partnership. The goal is to expand the ways customers can experience M&S flowers and to introduce new, exclusive innovations in the years to come. “Our transformation is never complete, and we have exciting plans to further develop our long-term partnership with MM Flowers to expand the channels we can offer M&S flowers and bring new and exclusive innovations for years to come,” Van Niekerk said.
The story of M&S’s floral triumph is also a testament to the power of strategic supplier relationships. By working closely with MM Flowers, M&S has been able to respond quickly to changing consumer preferences, such as the rising popularity of non-traditional Valentine’s blooms. The companies’ joint efforts in developing new varieties and refining production techniques have set a high bar for quality, ensuring that every bouquet meets the exacting standards that customers have come to expect.
Of course, none of this would be possible without the dedication of the people behind the scenes. From breeders and growers to packers and in-store florists, a vast network of individuals contributes to each bouquet that finds its way into customers’ hands. Their expertise and passion are evident in every petal and stem, making each arrangement not just a product, but a carefully crafted experience.
For M&S, flowers are more than just a seasonal offering—they’re a way to help customers celebrate life’s most meaningful moments. Whether it’s a grand romantic gesture on Valentine’s Day or a simple expression of appreciation, the company’s commitment to quality, innovation, and partnership ensures that every bloom tells a story. And as M&S continues to evolve its floral business, customers can look forward to even more magical moments in the years ahead.