2003 ANNUAL REPORT
Special
Bonus
2004 Celebrations Planning
CALENDAR
About 1-800-FLOWERS.COM®
For more than 25 years, 1-800-FLOWERS.COM has helped millions of customers connect with the people they care about through a broad range
of thoughtful gifts, award-winning customer service and its unique technology and fulfillment infrastructure. The Company’s product line includes
flowers, plants, gourmet food, candies, gift baskets and other unique gifts available to customers around the world via: the Internet (www.1800flowers.com),
by calling 1-800-FLOWERS® (1-800-356-9377) 24 hours a day, or by visiting one of its Company-operated or franchised stores. 1-800-FLOWERS.COM’s
collection of thoughtful gifting brands includes home decor and garden merchandise from Plow & Hearth® (1-800-627-1712 and www.plowandhearth.com);
premium popcorn, confections and other food gifts from The Popcorn Factory® (1-800-541-2676 and www.thepopcornfactory.com); gourmet food products
from GreatFood.com® (www.greatfood.com); and children’s gifts from HearthSong® (www.hearthsong.com) and Magic CabinSM (www.magiccabin.com).
Our Mission Statement
“1-800-FLOWERS.COM will be the leading provider of thoughtful gifts, helping our customers connect with the important
people in their lives. We will continue to build on the trusted relationships with our customers by providing them with ease
of access, tasteful and appropriate gifts and superior service.”
Special Note Regarding Forward-Looking Statements
Anumber of statements contained in this report, other than statements of historical fact, are forward-looking within the meaning of the Private Securities Litigation
Reform Act of 1995. These statements involve risks and uncertainties that could cause actual results to differ materially from those expressed or implied in the
applicable statements. These risks and uncertainties include, but are not limited to: the Company’s ability to achieve cost efficient growth; its ability to maintain
and enhance its online shopping web sites to attract customers; its ability to successfully introduce new products and product categories; its ability to maintain and
enhance profit margins for its various products; its ability to provide timely fulfillment of customer orders; its ability to cost effectively acquire and retain customers; its
ability to continue growing revenues; its ability to compete against existing and new competitors; its ability to manage expenses associated with necessary general and
administrative and technology investments; its ability to cost effectively manage inventories; its ability to improve its bottom line results; its ability to leverage its operating
infrastructure; its ability to achieve its stated results guidance for fiscal 2004, and general consumer sentiment and economic conditions that may affect levels of discretionary
customer purchases of the Company’s products. For a more detailed description of these and other risk factors, please refer to the Company’s SEC filings including the Company’s
Annual Report on Form 10-K and Quarterly Reports on Form 10-Q. The Company expressly disclaims any intent or obligation to update any of the forward looking statements
made in this report or in any of its SEC filings except as may be otherwise stated by the Company.
Financial Highlights
Years Ended
June 29,
2003
June 30,
2002
July 1,
2001
July 2,
June 27,
2000 1999
(in thousands, except percentages and customer data)
$565,618
$497,205
$442,239
$379,528
$292,852
227,380
201,467
271,071
265,278
49%
42.6%
27,510
0.18
21.2
248,931
218,179
46%
41.0%
11,396
(0.02)
18.1
230,723
182,924
41%
39.4%
116,810
32%
37.4%
(23,757)
(59,102)
(0.64)
13.4
(1.10)
9.1
52,668
25%
38.6%
214
(0.27)
6.6
Total Net Revenues
Telephonic Revenues
Online Revenues
Non-floral Revenues*
Gross Profit Margin Percentage
EBITDA
EPS
Customer Base (millions)
* As a percentage of combined online and telephonic net revenues
Fiscal 2003 Achievements
Increased total revenues 13.8 percent to $565.6 million in a difficult retail environment.
■ Grew online revenues 21.6 percent to $265.3 million, representing 49.5 percent of combined
online and telephonic revenues.
Increased Gross Profit Margin by 160 basis points to 42.6 percent.
■ Achieved EPS of $0.18 per diluted share, compared with a loss of $0.02 per share in the prior year.
Increased Free Cash Flow three-fold to approximately $12 million.
Total Revenues
Rapid Online
Revenue Growth
(in $ millions)
(in $ millions)
.
3
5
6
2
2 $
8
1
2
$
.
.
6
5
6
5
$
.
2
7
9
4
$
.
2
2
4
4
$
.
5
9
7
3
$
.
9
2
9
2
$
.
9
2
8
1
$
.
8
6
1
1
$
.
7
2
5
$
9
9
Y
F
0
0
Y
F
1
0
Y
F
2
0
Y
F
3
0
Y
F
9
9
Y
F
0
0
Y
F
1
0
Y
F
2
0
Y
F
3
0
Y
F
Growing
Non-Floral Gifting
As % of combined online
and telephonic revenues
Growing Online
Demand
As % of combined online
and telephonic revenues
%
9
4
%
6
% 4
1
4
%
9
% 4
7
% 4
4
4
%
2
3
%
5
2
%
4
3
%
1
2
■ Cost effectively attracted 3.1 million new customers while simultaneously deepening our relationship
with existing customers and increasing annual repeat order rate to approximately 43 percent.
9
9
Y
F
0
0
Y
F
1
0
Y
F
2
0
Y
F
3
0
Y
F
9
9
Y
F
0
0
Y
F
1
0
Y
F
2
0
Y
F
3
0
Y
F
■
■
■
To Our Shareholders
Fiscal 2003, while challenging, was a successful year for our company. I’m pleased
to report that we did many things right – including growing our revenues by
approximately 14 percent despite a difficult retail environment and substantially
increasing the key bottom-line metrics of earnings per share and free cash flow. Just
as important, during the year we identified several areas where we can improve our
performance and provide new growth opportunities for the future.
Key Achievements
K ey among the year’s achievements was our ability to grow revenues while
simultaneously driving down our operating expense
ratio. We did this through cost-effective marketing
programs designed to achieve two goals: attract a significant
number of new customers as well as deepen our relationships
with existing customers. The success of these efforts can be
seen in the more than three million new customers that we
attracted to our collection of brands during the year, as well as
a repeat order rate that increased to approximately 43 percent
for the year compared with 40 percent last year. As a result,
we were able to grow earnings per share to $0.18 per diluted
share, compared with a loss of $0.02 per share last year, and
increase free cash flow three-fold to approximately $12 million.
In addition, during the year we made progress in several of our
key business initiatives:
■ We completed the integration of the customer service and web functions for The
Popcorn Factory®, which we acquired in May of 2002. In so doing, we achieved
significant costs savings and reinvigorated their revenue growth by leveraging our
existing infrastructure.
■ We expanded the roll out of our Local Fulfillment Center or “LFC” strategy through
our Bloomnet® Florist Network. At the end of fiscal 2003, more than 60 of these
“mini-distribution centers” were up and running, covering most of the top 50 markets
in the country. Other than the few we originally built, all of the LFCs are owned and
operated by independent Bloomnet florists. This further hybridization of our unique
fulfillment system offers several important benefits including:
• Increasing our same-day and next-day delivery capabilities for both floral gifts and
selected non-floral gifts;
• Providing in-market branding through our packaging and our logos on delivery vans;
• And further enhancing our ability to deliver the best possible product and service quality.
■ On the product front, we expanded our relationships with leading premium gift brands
including Lenox®, Waterford® and Godiva®. Customer response to these brands has
been very positive, and we will continue to look for additional branded gift offerings
that provide our customers with enhanced gifting value. We made good progress in
several important product initiatives including plush toys and gourmet gift baskets,
as well as our continuity gift programs. We also successfully launched our own Mama
Moore’s™ brand in our bakeshop gift line. The plush toys and gift food categories
represent two exciting growth areas for our business.
Opportunities for Improvement
There are several areas in which we believe we can improve our
results. Among these areas is Corporate Gifting where we have
the opportunity to significantly grow our market share. During
fiscal 2003, corporate gift-giving was particularly hard hit by the weak
economy, notably in the financial services sector, which is traditionally
our most robust business-gifting segment. As a result, we did not
achieve the growth we expected in this area. However, during the year
we enhanced the size and focus of our Corporate Gifting sales team and
successfully opened hundreds of new corporate accounts. These
efforts, coupled with our expanded gift offering, position us well to
achieve strong growth in this area, especially as the overall business
economy improves.
Another area where we can improve our performance is in database
management and cross-brand marketing. Through a combination of
electronic dialog and direct marketing programs, we can effectively introduce customers
to our expanded collection of great brands – including Plow & Hearth® and P&H
Country Home for home and garden décor products, HearthSong® and Magic CabinSM
for unique children’s gifts and The Popcorn Factory® for delicious treats – and thereby
increase the number of occasions that they come to us for their gifting needs.
Customer Engagement
By utilizing increasingly sophisticated database marketing tools we can create a
level of customer engagement that enhances customer retention and repeat rates.
During fiscal 2003, we launched our improved reminder service, offering cus-
tomers electronic reminders of important occasions in their lives that they have specified.
By year-end, our customers had already provided millions of reminder dates. Reaching
our customers at the appropriate time, with gifts, information and services tailored to their
specific “celebratory” needs, increases customer satisfaction and enhances brand awareness
and appreciation. Interaction is also growing as more customers participate in our
contests, provide content for our gift cards and greetings services, make product
suggestions and even rate gifts. This interaction helps build customer loyalty and
increases repeat order rates.
Sustainable Revenue Growth
L ooking ahead into fiscal 2004, we anticipate
growing our total revenues in a range of 7-to-
10 percent. This “same-store” or organic
growth demonstrates our ability to generate solid
top-line performance despite continued uncertainty
in the overall economy. We will accomplish this
through innovative marketing and merchandising
programs combined with an emphasis on our multi-
channel customer access strategy. We will also seek
to enhance our organic growth rate by developing new
and expanded business relationships in both existing
and new gift categories. Additionally, we will be
proactive in identifying and acting on potential
acquisition opportunities that can further leverage
our existing infrastructure and customer relationships
and will be accretive to both our top and bottom
line results.
Increasing Margin – Decreasing Expense Ratio
Celebrate New Year’s
Resolutions
Atime for new beginnings. Welcome
in another year. Toast the possibilities.
And, as always, make promises to do
something better.
The New Year holiday is perhaps the
world’s oldest celebration, dating back
more than two thousand years. Among the
most endearing traditions is the singing of
Auld Lang Syne, written in the eighteenth
century and sung in almost every English-
speaking country each year at the stroke
of midnight on January 1st. The title means
“old long ago” or simply “the good old days.”
1-800-FLOWERS.COM is pleased
to make the entire month of January
an occasion for celebration! Visit
www.1800flowers.com for savings on
beautiful tulips, sure to put a smile on
the face of someone you care about. Also
save on adorable Bobbee Bear• It™ teddy
bears. Plus, log on now to sign up for our
“Happy New You” Gift Reminder
Program – and never forget an important
occasion again!
January 2004
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
1
New Year’s Day
7
8
2
9
2 0 0 3 A N N U A L R E P O R T
4
5
S p e c i a l
6
B o n u s
2 0 0 4 C e l e b r a t i o n s P l a n n i n g
C A L E N D A R
12
13
14
11
15
16
17
18
19
20
21
22
23
24
Martin Luther
King, Jr.’s Birthday
(Observed)
25
26
27
28
29
30
31
At 1-800-FLOWERS.COM®, we know that customers and
shareholders alike appreciate value added. That’s why this
year’s annual report offers a special bonus: The 2004
Celebrations Planning Calendar. As unique as our company’s
business model, this year’s colorful report/calendar features
holiday legends and lore, unique promotional offers and
helpful planning tips for many of your celebratory occasions.
There are even discount coupons and reminder stickers for
birthdays, anniversaries, and more located in the back pages.
So enjoy the calendar and don’t forget to visit us online, call
us, or stop by one of our stores so we can help you connect
with all the important people in your life.
Note: Promotional offers may change without notice. Please visit our website
for updates and additional information.
Gross profit margin for the year is expected to
increase to approximately 43 percent. We
anticipate growing our gross profit margin
by approximately 50 basis points per year for the
next several years towards a target of 44-to-45
percent. This reflects the growth of our higher margin,
non-floral gifts as a percent of total revenues, combined with enhanced operating
efficiencies and the Company’s focus on providing excellent customer service.
During fiscal 2004 we also expect to achieve further reductions in our operating expense
ratio by leveraging prior investments in our brand, technology platform, unique fulfillment
system and growing customer base. As a result, combined with anticipated revenue
growth and increased gross profit margin, we expect to grow earnings per share for the
year in excess of 75 percent.
Solid Balance Sheet – Growing Cash Position
Our balance sheet will get even stronger in fiscal 2004 as we anticipate generating
more than $30 million in free cash flow. This will be driven by three factors:
1. The anticipated increase in earnings;
2. Our low working capital needs, and;
3. Our low capital investment requirements. We expect
capital expenditures for the next few years to be in the
$10-$12 million range. While we are able to leverage prior
capital expenditures, we will continue to invest to further
enhance our technology platform and overall infrastructure.
Saturday
3
10
In terms of uses for our growing cash position, we plan to
continue our focus on growing our business through a
combination of “intra-preneurial” new business development
and leveragable acquisition opportunities. In addition, we
will look at various ways of conveying to our shareholders the
value of any cash generated in excess of our growth needs.
We have reached an inflection point in our development from
which we believe we will be able to deliver solid, sustainable
top-line growth and increasingly strong bottom-line results.
We will continue to focus our efforts on cost-effectively
attracting new customers while simultaneously deepening our
relationship with our existing customers. Longer-term, we
believe we can become a valuable resource and guide for all
of our customers’ celebratory occasions. In so doing, we can
expand our business, drive increasing profitability and build
shareholder value.
For their continued support, we thank our customers,
investors, associates and business partners.
Sincerely
Jim McCann
Chairman & CEO
December 2003
Wednesday
3
Thursday
Friday
4
5
Saturday
6
Happy Holidays, From
Our Family To Yours
Sunday
Monday
Tuesday
1
8
2
9
7
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Hanukkah
27
First Day of Winter
Christmas Day
First Day of Kwanzaa
28
29
30
31
Moments that everyone always
remembers. Gathering together
with loved ones and friends, sharing gifts,
gazing in wonder at festive decorations,
enjoying delectable treats as you celebrate
a most special time of year.
Everyone at 1-800-FLOWERS.COM
wishes you and yours a happy and
healthy holiday season! Christmas and
Hanukkah come but once a year yet,
1-800-FLOWERS.COM can help the
celebrations and the memories last and last.
Visit www.1800flowers.com during
December for offers on Crabtree & Evelyn®
gift baskets, the uniquely personal
collections that are certain to be on the list
of someone special in your life. Also look
for collectible Lenox® holiday ornaments.
And, receive a free decorative hanger
when you purchase a holiday wreath.
For even more savings, check the back
pages of this calendar and take advantage
of our coupon offers on great gifts from
1-800-FLOWERS.COM as well as The
Popcorn Factory®, HearthSong® and
Plow & Hearth®!
Check the back pages of this calendar for
reminder stickers and money-saving coupons!
Celebrate New Year’s
Resolutions
Atime for new beginnings. Welcome
in another year. Toast the possibilities.
And, as always, make promises to do
something better.
The New Year holiday is perhaps the
world’s oldest celebration, dating back
more than two thousand years. Among the
most endearing traditions is the singing of
Auld Lang Syne, written in the eighteenth
century and sung in almost every English-
speaking country each year at the stroke
of midnight on January 1st. The title means
“old long ago” or simply “the good old days.”
1-800-FLOWERS.COM is pleased
to make the entire month of January
an occasion for celebration! Visit
www.1800flowers.com for savings on
beautiful tulips, sure to put a smile on
the face of someone you care about. Also
save on adorable Bobbee Bear• It™ teddy
bears. Plus, log on now to sign up for our
“Happy New You” Gift Reminder
Program – and never forget an important
occasion again!
January 2004
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
1
New Year’s Day
4
5
6
7
8
2
9
Saturday
3
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
Martin Luther
King, Jr.’s Birthday
(Observed)
25
26
27
28
29
30
31
Sunday
Monday
Tuesday
2
3
Wednesday
4
Thursday
Friday
5
6
Saturday
7
February 2004
Ground Hog Day
9
10
11
12
13
14
1
8
15
16
17
18
19
20
21
Valentine’s Day
Presidents’ Day
22
23
24
25
26
27
28
Love Is
In The Air
One of the earliest observations of the
celebration of Valentine’s Day can be
traced back to Charles, Duke of Orleans,
who penned what is believed to be the
first valentine – romantic verses for his
wife, written from the heart in 1415.
Named for Saint Valentine, the patron
saint of love, Valentine’s Day means so
much to so many people, an opportunity
to show how we truly care about those
special someones in our lives.
And whether it’s flowers, jewelry,
candies or a myriad of other ways to say
“I Love You,” 1-800-FLOWERS.COM
makes it so easy to capture just the right
sentiment, and save money at the same time!
As February begins, visit
www.1800flowers.com for “early order”
offers on Valentine’s Day gifts, including
our gorgeous roses. Plus, look for luscious
Godiva® chocolates and take 15% off
selected jewelry gifts. And, don’t forget
to enter our “Hand Us A Line For Your
Valentine” Contest. You could win a
romantic trip along with other great prizes!
29
Irish Eyes Are Smiling
The legend of one of our favorite
celebrations began in 385 A.D. with
the birth of Ireland’s patron saint, Patrick.
Ordained a priest, Patrick is thought to
have brought Christianity to Ireland and
among the folklore surrounding him is
driving snakes from the Emerald Isle.
Saint Patrick died in 461 on March 17th,
and that’s why his memory is honored on
that date. The first American observance
of the day was in 1737 in Boston.
Among the symbols of Saint Patrick’s
Day is the three-petal shamrock, believed
to represent the Holy Trinity. The day is
also marked by the color green, a sign of
spring and renewal.
During March, 1-800-FLOWERS.COM
celebrates Saint Patrick’s Day with whimsical
gifts such as plush teddy bears and tasty
shamrock cookies from The Popcorn
Factory®. Early spring is also the time to
visit www.plowandhearth.com for great
values on home and garden decor gifts.
Also, get special savings throughout the
month on tulips, gift baskets, crystal
and more!
March 2004
Sunday
Monday
Tuesday Wednesday
Thursday
Friday
Saturday
1
8
2
9
7
3
4
5
6
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
St. Patrick’s Day
First Day of Spring
28
29
30
31
April 2004
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
1
April Fool’s Day
4
5
6
7
8
2
9
Saturday
3
10
11
12
Passover
13
14
15
16
17
Easter
18
19
20
21
22
23
24
Administrative
Professionals Week Begins
Administrative
Professionals Day
25
26
27
28
29
30
Spring Is Popping
Up All Over
The air is getting warmer. Flowers are
blooming. It’s April, time to grow
even closer to those we love and celebrate
family traditions.
Passover is an eight-day observance in
remembrance of the Jewish peoples’
struggle and emancipation in ancient
Egypt. The occasion is marked by many
traditions, including the Seder, held on the
first two nights of Passover to recall the
story of the flight from Egypt.
Easter, the Christian observance of the
Resurrection of Christ, is a divine celebration
of eternal life. Among the most recognizable
traditions is the Easter bunny, believed
to have originated in German literature
during the 16th century.
Throughout April, 1-800-FLOWERS.COM
invites you to make the most of your own
family traditions. Visit www.1800flowers.com
and choose from heartwarming gifts
for Passover, Easter and the entire
spring season.
And don’t forget to recognize the
dedication and hard work of the office
professionals in your life during National
Administrative Professionals Week!
May 2004
Sunday
Monday
Tuesday Wednesday
Thursday
Friday
Saturday
1
2
9
Mother’s Day
16
23
30
3
4
5
6
7
8
Cinco de Mayo
National Bring Your
Mom To Work Day
10
11
12
13
14
15
17
18
19
20
21
22
24
25
26
27
28
29
31
Memorial Day
(Observed)
Show Mom How
Much You Care
Mother’s Day officially became an
American holiday in 1914 when
President Woodrow Wilson proclaimed the
second Sunday in May as a national day
to celebrate the women who gave us life.
However, the customs behind the day
go back many centuries. The ancient
Greeks celebrated a spring festival for
Rhea, mother of many deities, while the
Romans honored the goddess Cybele.
Today, the occasion often includes breakfast
in bed for Mom, along with lots of hugs
and words of thanks from the heart.
To help celebrate moms everywhere
you can participate in the national Bring
Your Mom To Work DaySM on May 6.
1-800-FLOWERS.COM also invites you
to take part in our “Marvelous Moms”
contest. Visit www.1800flowers.com and tell
us why your mom is the best! You could
win great prizes chosen especially to
pamper Mom.
What’s more, check our site throughout
the beginning of May for gifts that Mom is
sure to treasure, including beautiful floral
arrangements available in collectible Lenox®
and Waterford® vases, as well as blooming
plants, bath and spa collections, and
gourmet gift baskets!
Look for reminder stickers and money-saving
coupons in the back pages of this calendar!
Sunday
Monday
Tuesday
1
8
6
7
June 2004
Wednesday
2
Thursday
Friday
3
4
Saturday
5
9
10
11
12
13
14
15
16
17
18
19
20
Flag Day
21
22
23
24
25
26
Father’s Day
First Day of Summer
27
28
29
30
Dedicated To
Dear Old Dad
June is a month filled with celebrations.
Weddings, graduations, the start of
summer, and a day to honor the man we’ll
always look up to.
Father’s Day is believed to have started
in 1909, first observed in Spokane,
Washington to recognize Sonora Louise
Smart Dodd’s dad who raised a family of
five following his wife’s passing.
Soon after, President Coolidge declared
a national observation of the third Sunday in
June as a day set aside just for fathers. But
it wasn’t until 1966 that President Lyndon
Johnson actually made dad’s day official.
Throughout June, 1-800-FLOWERS.COM
celebrates this special day with our “Dynamite
Dads” salute – visit www.1800flowers.com
and share your stories about your pop,
telling us why you’re glad he’s your dad.
In addition, browse through our vast
assortment of Father’s Day gifts at
www.plowandhearth.com and
www.thepopcornfactory.com, thoughtfully
chosen to make it easy for you to show
dad how much you care.
July 2004
Sunday
Monday
Tuesday Wednesday
Thursday
1
4
5
6
7
8
Friday
Saturday
3
10
2
9
Independence Day
11
12
13
14
15
16
17
18
19
20
Bastille Day
21
22
23
24
Enjoy A Star Spangled
Celebration
Independence Day, the Fourth of July,
commemorates the signing of the
Declaration of Independence by the
Continental Congress in 1776.
The day has come to symbolize the very
spirit of America, a time to remember
our past and contemplate all that our
country stands for.
On this day each year, millions of
American flags adorn homes and businesses.
The first U.S. flag was, as most people
know, sewn by Betsy Ross – however, it
was designed by Francis Hopkinson, a
member of the Continental Congress.
Traditionally, many Americans observe
the Fourth of July by attending a parade
and then gathering for family get-togethers
involving delicious food cooked on an
open grill, creating memorable moments
that last through the summer and beyond.
During the month of July,
1-800-FLOWERS.COM celebrates
“The Fourth” and the entire summer
season with our “Summer Celebrations”
program. Visit www.1800flowers.com,
and tell us your favorite summer memory
for a chance to win fabulous prizes!
25
Parents’ Day
26
27
28
29
30
31
Sunday
Monday
Tuesday
3
August 2004
Wednesday
4
Thursday
Friday
5
6
Saturday
7
1
8
2
9
10
11
12
13
14
15
16
17
18
19
20
21
National Friendship
Week Begins
22
23
24
25
26
27
28
29
30
31
Fun In The Sun
Visits to the beach, pool parties, block
parties, backyard barbeques, picnics,
vacation excursions to exciting destinations
near and far. Good times with friends and
family. There’s so much to celebrate in August,
so many memories just waiting to happen.
This month, visit www.1800flowers.com
and share your fondest summer recollections
by participating in our “Summer Celebrations”
program. You could win wonderful prizes!
Perhaps you’ll relive that glorious two
weeks you spent as a child with Mom,
Dad and your brother in Maine. Maybe
your mind will take you back to that trip
to the coast where you first learned to
swim. Or, you might even recall that week
at summer camp when a certain girl or
boy of your dreams stole your heart.
And while you’re on our site, look
through our incredible selection of gifts,
including many ideas to help you touch
the heart of someone close to you during
National Friendship Week, which begins
August 16th!
Birthday Wishes, All Year
Think about all the people on your birthday
list; your spouse, in-laws, mom,
dad, brothers, sisters, friends, business
associates, even your old college roommate.
1-800-FLOWERS.COM makes it
easy to pass along thoughtful birthday
sentiments to anyone, at any time of the
year! During September, we invite you to
visit www.1800flowers.com – and register
your own birthday and those of your
friends, family and acquaintances.
You’ll never miss an important birthday
again because once your birthday celebrations
are registered, you’ll be reminded
automatically via personalized emails sent
throughout the year!
And that’s not all. When you select a
birthday gift from 1-800-FLOWERS.COM,
you’ll be confident that your gift will
always be remembered...whether it’s our
unique “Birthday Flower Cake®,” one of
our entertaining and educational HearthSong®
children’s gifts, a friendly stuffed bear, a
gift for the home from Plow & Hearth®,
or thousands of other choices. And don’t
forget The Popcorn Factory®‚ for delicious
tins of popcorn treats perfect for back to
school gifts and for Grandparents’ Day!
September 2004
Sunday
Monday
Tuesday Wednesday
1
8
5
6
7
Thursday
2
3
Friday
Saturday
4
9
10
11
12
Labor Day
13
14
15
16
17
Patriot Day
18
Grandparents’ Day
Rosh Hashanah
Begins at Sunset
19
20
21
22
23
24
25
26
27
28
29
30
First Day of Fall
Yom Kippur
Begins at Sunset
October 2004
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
3
4
5
6
7
1
8
Saturday
2
9
10
11
12
13
14
15
16
Sweetest Day
National Children’s Day
Columbus Day
(Observed)
National Bosses’ Day
17
18
19
20
21
22
23
25
26
27
28
29
30
24
31
Halloween
Ghosts and Goblins
and Goodies, Oh My
The celebration of Halloween began
more than two thousand years ago in
Europe as a way of remembering the dead
and recognizing the presence of their spirits.
The name itself is derived from “hallow,”
an old English term meaning to sanctify.
It is believed that the Scottish and Irish
brought many of the traditions of Halloween
to America in the 19th century, including
the mischief-making often associated with
the occasion. To encourage children not
to become too mischievous and play any
“tricks” on the community, local civic leaders
suggested giving “treats.” Today, of course,
the tradition of trick-or-treating continues,
complete with colorful costumes.
Visit www.1800flowers.com throughout
October for a magnificent selection of
Halloween gifts – from our cute stuffed
Pumpkin Bear with its bag of candy corn to
baskets of gourmet treats to frighteningly
beautiful floral arrangements!
And don’t forget great popcorn treats at
www.thepopcornfactory.com.
November 2004
Sunday
Monday
Tuesday Wednesday
2
3
Thursday
4
5
Friday
Saturday
6
1
8
7
Giving Thanks,
Giving Of Ourselves
Basking in the love that surrounds a
family Thanksgiving dinner table.
Reminiscing about times past, contemplating
future plans. Pausing to say thank you for
all that has blessed us. These are just some
of the ways that this special holiday is
celebrated in millions of homes each year.
As we all know from our elementary
school lessons, the first Thanksgiving was
observed by the Pilgrims at Plymouth
Rock in Massachusetts in 1620 – high-
lighted by a feast to give thanks for the
gifts of the new land and for the kindness
of the Native Americans who befriended
the Pilgrims.
This month, 1-800-FLOWERS.COM
would like to give thanks of our
own, and we invite you to join us.
Visit www.1800flowers.com and
www.plowandhearth.com during November
for generous savings on many beautiful
Thanksgiving gifts. It’s a great way to make
your holiday even more special this year.
Election Day
9
10
11
12
13
14
15
16
17
Veteran’s Day
18
19
20
21
22
23
24
25
26
27
28
29
30
Thanksgiving Day
December 2004
Thursday
Friday
3
Saturday
4
Sunday
Monday
Tuesday
Wednesday
1
5
6
7
8
12
13
14
15
2
9
Hanukkah
16
10
11
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
First Day of Winter
Christmas Day
First Day
of Kwanzaa
Add Some Sparkle To
Your Holiday Season
As we celebrate the holidays, a magical
world takes shape around us.
Glowing lights shining bright, joyous
decorations everywhere, radiant trees
boasting gleaming ornaments.
It feels like that’s the way the holidays
have always been, yet, it wasn’t until the
1890s that Christmas ornaments actually
came to the United States from Germany
and other parts of Europe.
Prior to that, Americans had decorated
their trees with the simplicity of fruits,
nuts, sweets and candles. Of course, the
tree has long since become a seasonal
centerpiece. Indeed, the Christmas tree
at Rockefeller Center has been a national
treasure since 1933, sparkling with
unrivaled beauty.
As December begins, 1-800-FLOW-
ERS.COM wants to add even more sparkle
to your holidays. Visit www.1800flowers.com,
see our beautiful selection of thoughtful
seasonal gifts, and enter our “Sparkling
Holiday Contest” – you could win a
magical holiday experience. And don’t
forget to visit www.hearthsong.com and
www.magiccabin.com for great educational
and nature-based toys perfect for all
the children on your
holiday list.
15%
Off
15%
Off
Use this Coupon to get 15% off
your order of $29.99 or more.
Order online at 1800flowers.com
Enter Promotion Code: FLWS
or call 1-800-flowers (1-800-356-9377)
Use this Coupon to get 15% off
your order of $29.99 or more.
Order online at plowandhearth.com
Enter Promotion Code: FLWS
or call 800-627-1712
15%
Off
®
Use this Coupon to get 15% off
your order of $29.99 or more.
Order online at 1800flowers.com/popcorn
Enter Keycode: C3FLW
or call 800-541-2676
15%
Off
Use this Coupon to get 15% off
your order of $29.99 or more.
Order online at hearthsong.com
Enter Promotion Code: FLWS
or call 800-325-2502
15%
Off
15%
Off
15%
Off
15%
Off
Selected Financial Data
1-800-FLOWERS.COM, Inc. and Subsidiaries
The following tables summarize the Company’s consolidated statement of operations and balance sheet data.
The Company acquired The Popcorn Factory in May 2002, The Children’s Group in June 2001, disposed of Floral Works
in January 2000, and acquired GreatFood.com and TheGift.com in November 1999. The following financial data reflects
the results of operations of these subsidiaries since their respective dates of acquisition and up through the date of
disposition. This information should be read together with the discussion in “Management’s Discussion and Analysis of
Financial Condition and Results of Operations” and the Company’s consolidated financial statements and notes to those
statements included elsewhere in this Annual Report.
Years Ended
June 29, June 30, July 1, July 2, June 27,
2003 2002 2001 2000 1999
(in thousands, except per share data)
Consolidated Statement of Operations Data:
Net revenues:
Telephonic
Online
Retail/fulfillment
Total net revenues
Gross profit
Operating income (loss)
Net income (loss)
Net income (loss) applicable to
common stockholders
Net income (loss) per common share
applicable to common stockholders:
Basic
Diluted
$271,071
265,278
29,269
565,618
241,053
12,121
12,238
$248,931
218,179
30,095
497,205
203,936
$230,723
182,924
28,592
442,239
174,460
$227,380
116,810
35,338
379,528
142,035
$201,467
52,668
38,717
292,852
113,155
(3,665)
(45,473)
(75,581) (8,171)
(1,511)
(41,321)
(66,830) ( 6,846)
$ 12,238
$ (1,511)
$ (41,321)
$ (66,830) $(12,061)
$
$
0.19
0.18
$ (0.02)
$ (0.02)
$ (0.64)
$ (0.64)
$ (1.10)
$ (1.10)
$ (0.27)
$ (0.27)
As of
June 29, June 30, July 1, July 2, June 27,
2003 2002 2001 2000 1999
(in thousands)
Consolidated Balance Sheet Data:
Cash and equivalents
and short-term investments
Working capital
Investments
Total assets
Long-term liabilities
Total stockholders’ equity
$ 61,218 $ 63,399 $ 63,896 $ 111,624 $ 99,183
85,619
27,409
16,284
984
182,355
195,257
37,766
16,029
109,003
117,816
23,301
9,591
207,157
15,939
123,908
82,129
1,918
224,641
12,947
158,918
26,875
19,471
214,796
12,820
137,288
1
Management’s Discussion and Analysis
of Financial Condition and Results of Operations
1-800-FLOWERS.COM, Inc. and Subsidiaries
Overview
For more than 25 years, 1-800-FLOWERS.COM has
helped millions of customers connect to the people they
care about through a broad range of thoughtful gifts,
award-winning customer service and its unique technol-
ogy and fulfillment infrastructure. The Company’s product
offering reflects a carefully selected assortment of high
quality merchandise chosen to accommodate customer
needs in celebrating a special occasion or conveying a
personal sentiment. Most products are available for
same-day or overnight delivery and all come with the
Company’s 100% satisfaction guarantee.
The Company’s product line includes flowers, plants,
gourmet foods, candies, gift baskets and other unique
gifts available to customers around the world via: the
Internet (www.1800flowers.com); by calling 1-800-
FLOWERS® (1-800-356-9377) 24 hours a day; or by
visiting one of the Company-operated or franchised
stores. The Company’s collection of thoughtful gifting
brands includes home décor and garden merchandise
from Plow & Hearth® (phone: 1-800-627-1712 and web:
www.plowandhearth.com), premium popcorn, confections
and other food gifts from The Popcorn Factory® (phone:
1-800-541-2676 and web: www.thepopcornfactory.com),
gourmet food products from GreatFood.com®
(www.greatfood.com), and children’s gifts from
HearthSong® (www.hearthsong.com) and Magic
Cabin® (www.magiccabin.com).
Most of the Company’s floral orders are fulfilled
through BloomNet® (comprised of independent florists
operating retail flower shops and Local Fulfillment
Centers (“LFC’s”), Company-owned stores and fulfillment
centers and franchise stores). The Company transmits its
orders either through BloomLink, its proprietary
Internet-based electronic communication system, or the
communication system of a third-party. A portion of the
Company’s floral and gift merchandise as well as its
home and garden merchandise, non-floral gift products
and gourmet food merchandise are shipped by the
Company, members of BloomNet® or third parties
directly to the customer using common carriers. Most
of the Company’s home and garden products are fulfilled
from its Madison, Virginia fulfillment center or its
Vandalia, Ohio distribution facility, while the Company’s
children’s merchandise is fulfilled from its Vandalia
facility. The Company’s gourmet popcorn and related
merchandise is fulfilled primarily from its Lake Forest,
Illinois manufacturing facility.
As of June 29, 2003, the Company-owned retail
fulfillment operations consisted of 25 retail stores and six
fulfillment centers. Retail fulfillment revenues also include
fees paid to the Company by members of its BloomNet®
network and royalties, fees and sublease rent paid to the
Company by its 80 franchise stores. Company-owned
stores serve as local points of fulfillment and enable the
Company to test new products and marketing programs.
As such, a significant percentage of the revenues
2
derived from Company-owned stores and fulfillment
centers represent fulfillment of its telephonic and online
sales channel floral orders and are eliminated as inter-
company revenues.
Results of Operations
The Company’s fiscal year is a 52- or 53-week period
ending on the Sunday nearest to June 30. Fiscal years
2003, 2002 and 2001 which ended on June 29, 2003,
June 30, 2002 and July 1, 2001, respectively, consisted
of 52 weeks.
Net Revenues
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
Net Revenues:
Telephonic
$271,071
8.9% $248,931
7.9% $230,723
Online
265,278 21.6% 218,179
19.3% 182,924
Retail/fulfillment
29,269 (2.7%)
30,095
5.3%
28,592
$565,618
13.8% $497,205
12.4% $442,239
Net revenues consist primarily of the selling price of
the merchandise, service or outbound shipping charges,
less discounts, returns and credits. The Company’s
combined telephonic and online revenue growth during
the fiscal years ended June 29, 2003 and June 30, 2002
was due primarily to an increase in order volume resulting
from increased effectiveness of the Company’s market-
ing efforts, strong brand name recognition and the
Company’s continued expansion of its non-floral product
lines. The Company’s non-floral offerings include a broad
range of items such as home décor and garden merchan-
dise, plants, candies, specialty gifts, gourmet foods,
including the Popcorn Factory line of products which
was acquired in May 2002, and children’s gifts, offered
through the HearthSong and Magic Cabin brands, which
were acquired in June 2001. Non-floral gift products
accounted for 49.3%, 45.8% and 40.7% of total com-
bined telephonic and online net revenues during the fiscal
years ended June 29, 2003, June 30, 2002 and July 1,
2001, respectively.
The Company fulfilled approximately 8,681,000,
7,172,000 and 6,520,000 orders through its combined
telephonic and online sales channels during the fiscal
years ended June 29, 2003, June 30, 2002, and July 1,
2001, respectively, representing increases of 21.0% and
10.0% over the respective prior fiscal years. This growth
resulted from increases in both online order volume,
which increased 24.1% and 14.8%, during the years
ended June 29, 2003 and June 30, 2002, respectively, in
comparison to prior years, driven by traffic increases
through the Company’s Web sites as well as through
third-party portals and Web sites, and telephonic order
volume, which during the years ended June 29, 2003 and
June 30, 2002 increased 17.7% and 5.2% over the
Management’s Discussion and Analysis (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
respective prior years, resulting from the acquisitions of
the Company’s gourmet popcorn product line in May
2002, and the Company’s children’s gift product line in
June 2001. The Company’s combined telephonic and
online sales channel average order value decreased
5.1% to $61.79 during the fiscal year ended June 29,
2003, primarily as a result of the impact of the Popcorn
Factory product line which has a lower average order
value ($65.01 excluding The Popcorn Factory). During
the fiscal year ended June 30, 2002 the average order
increased 2.5% to $65.02. The Company’s online sales
channel contributed 49.5%, 46.7% and 44.2% of the
total combined telephonic and online revenues during
the fiscal years ended June 29, 2003, June 30, 2002
and July 1, 2001, respectively. The Company intends
to continue to drive revenue growth through its online
business, and continue the migration of its customers
from the telephone to the Web for several important
reasons: (i) online orders are less expensive to process
than telephonic orders, (ii) online customers can view the
Company’s full range of gift offerings – including non-
floral gifts, which yield higher gross margin opportunities,
(iii) online customers can utilize all of the Company’s
services, such as the various gift search functions, order
status check and reminder service, thereby deepening its
relationship with them and leading to increased order
rates, and (iv) when customers visit the Company online,
it provides an opportunity to engage them in an electronic
dialog via cost efficient e-mail marketing programs.
Retail/fulfillment revenues for the fiscal year ended
June 29, 2003 decreased as compared to the prior year
period primarily as a result of the sale, closure, or
conversion of certain company-owned retail stores into
franchised operations. The increase in retail/fulfillment
revenues for the fiscal year ended June 30, 2002, in
comparison to the prior fiscal year, was primarily due to
the November 2001 opening of a new home and garden
outlet store in Williamsburg, VA, and an increase in same
store sales, offset in part by the reduction in retail stores
late in the fiscal year.
Gross Profit
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
Gross profit
$241,053 18.2% $203,936
16.9% $174,460
Gross margin % 42.6%
41.0%
39.4%
Gross profit consists of net revenues less cost of
revenues which is comprised primarily of florist fulfillment
costs (fees paid directly to florists and fees paid to wire
service entities that serve as clearinghouses for floral
orders, net of wire service rebates), the cost of floral and
non-floral merchandise sold from inventory or through
third parties, and associated costs including inbound and
outbound shipping charges. Additionally, cost of revenues
include labor and facility costs related to direct-to-
consumer merchandise production operations, as well
as facility costs on properties that are sublet to the
Company’s franchisees. Gross profit increased during the
fiscal years ended June 29, 2003 and June 30, 2002 as a
result of increased order volume, and an improved gross
margin percentage. Gross margin percentage increased
by 160 basis points during each of the fiscal years ended
June 29, 2003 and June 30, 2002 due to several factors
including: (i) increased non-floral product sales, which were
further complemented by the acquisitions of The Popcorn
Factory line of products in May 2002, and the HearthSong
and Magic Cabin product lines in June 2001, all of which
generate higher gross margins, (ii) improvements in product
shipping costs, inventory management and product sourc-
ing, (iii) increases in the Company’s service charge, aligning
it with industry norms, and (iv) the Company’s continued
focus on customer service, whereby stricter control stan-
dards and enforcement methods reduced the rate of product
credits/returns and replacements.
As the Company continues to grow its higher margin,
non-floral business, the Company expects that gross
margin percentage, while varying by quarter due to sea-
sonal changes in product mix, will continue to increase.
Marketing and Sales Expense
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
Marketing and
sales
$170,013 12.9% $150,638 (2.4%) $154,321
Percentage of
sales
30.1%
30.3%
34.9%
Marketing and sales expense consists primarily of
advertising and promotional expenditures, catalog costs,
online portal agreements, retail store and fulfillment
operations (other than costs included in cost of revenues)
and customer service center expenses, as well as the
operating expenses of the Company’s departments
engaged in marketing, selling and merchandising activi-
ties. Marketing and sales expenses decreased to 30.1%
and 30.3% of net revenues during the fiscal years ended
June 29, 2003 and June 30, 2002, respectively, as a
result of volume related operating efficiencies and
targeted cost-effective advertising, coupled with the
Company’s strong brand name and order processing cost
reduction initiatives. The decrease in marketing and sales
expenses in fiscal 2002, from 34.9% (33.3%, exclusive
of the non-recurring charge discussed below) of net
revenues in fiscal 2001 to 30.3% in fiscal 2002, was also
due to a non-recurring charge of $7.3 million ($0.11 per
share), as a result of the modification of an interactive
marketing agreement with one of the Company’s portal
providers. As a result of the Company’s cost efficient
customer retention programs, of the 5.4 million custom-
ers who placed orders during the fiscal year ended June
3
Management’s Discussion and Analysis (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
29, 2003, approximately 42.4% represented repeat
customers compared to 39.2% in the prior fiscal year.
In addition, as a result of the strength of the Company’s
brands, combined with its cost-efficient marketing
programs, the Company added approximately 3.1 million
new customers during the fiscal year ended June 29,
2003, as compared to 3.0 million during the fiscal year
ended June 30, 2002.
performance of the Company’s fulfillment and database
systems, while adding improved operational flexibility
and supplemental back-up and system redundancy.
During the fiscal years ended June 29, 2003, June 30,
2002, and July 1, 2001, the Company expended $22.2
million, $24.5 million and $30.7 million on technology and
development, of which $8.3 million, $10.8 million and
$13.8 million, respectively, has been capitalized.
In order to further execute its business plan, the
Company expects to continue to invest in its marketing
and sales efforts to acquire new customers, while also
leveraging its already significant customer base through
cost effective, customer retention initiatives. Such
spending will be within the context of the Company’s
overall marketing plan, which is continually evaluated
and revised to reflect the results of the Company’s most
recent market research, including changing economic
conditions, and seeks to determine the most cost-efficient
use of the Company’s marketing dollars. Although the
Company believes that increased spending in the area of
marketing and sales will be necessary for the Company to
continue to grow its revenues, the Company expects that
on an annual basis, marketing and sales expense will
decline as a percentage of net revenues.
Technology and Development Expense
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
Technology and
development
Percentage of
$13,937 1.6%
$13,723 (18.6%)
$16,853
sales
2.5%
2.8%
3.8%
Technology and development expense consists
primarily of payroll and operating expenses of the
Company’s information technology group, costs associ-
ated with its Web sites, including hosting, design, content
development and maintenance and support costs related
to the Company’s order entry, customer service, fulfill-
ment and database systems. Technology and develop-
ment expense increased during the year ended June 29,
2003, in comparison to the prior year, as a result of the
incremental costs associated with the addition of The
Popcorn Factory, acquired in May 2002, but decreased
as a percentage of net revenues due to the continuing
benefit realized by in-sourcing technology applications
and by bringing the Company’s disaster recovery Web-
hosting platform in-house. The decrease in technology
and development expenses during fiscal 2002, in com-
parison to fiscal 2001, was primarily due to cost efficien-
cies realized by bringing both the Company’s primary
Web-hosting and application development capabilities
in-house during the latter half of fiscal 2001. Internalizing
the Company’s hosting and development functions has
enabled the Company to cost effectively enhance the
content and functionality of its Web sites and improve the
Although the Company believes that continued
investment in technology and development is critical to
attaining its strategic objectives, the Company expects
that its spending in comparison to prior fiscal years will
continue to decrease as a percentage of net revenues
due to the expected benefits from previous investments
in the Company’s current technology platform.
General and Administrative Expenses
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
General and
administrative
$29,593
5.0%
$28,179 4.2% $27,043
Percentage of
sales
5.2% 5.7%
6.1%
General and administrative expense consists of
payroll and other expenses in support of the Company’s
executive, finance and accounting, legal, human re-
sources and other administrative functions, as well as
professional fees and other general corporate expenses.
The increase in general and administrative expenses
during the fiscal years ended June 29, 2003 and June 30,
2002, in comparison to their respective prior years, was
primarily attributable to the incremental costs associated
with the acquisitions of The Popcorn Factory in May 2002
and The Children’s Group in June 2001, and increased
insurance costs resulting from overall market conditions,
partially offset by various cost reduction initiatives.
The Company believes that its current general and
administrative infrastructure is sufficient to support
existing requirements, and as such, while increasing in
absolute dollars, general and administrative expenses
on an annual basis are expected to remain consistent
as a percentage of net revenues.
Depreciation and Amortization
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
Depreciation and
amortization
Percentage of
sales
$15,389 2.2%
$15,061 (30.6%) $21,716
2.7%
3.0%
4.9%
Depreciation and amortization expense increased
during the fiscal year ended June 29, 2003, in compari-
4
Management’s Discussion and Analysis (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
son to the prior year, primarily as a result of incremental
depreciation and amortization associated with The
Popcorn Factory, acquired in May 2002, offset in part
by the impact of the Company’s declining rate of capital
additions, and the fact that certain software components
of the Company’s order entry, customer service, fulfill-
ment and database systems, implemented in fiscal 2000,
are now fully depreciated. The decrease in depreciation
and amortization expense during the fiscal year ended
June 30, 2002, in comparison to the prior fiscal year,
was primarily the result of the Company’s early adoption
of SFAS No. 142, Goodwill and Other Intangible Assets,
which requires the discontinuance of amortization of
goodwill and other intangible assets with indefinite useful
lives. As a result, depreciation and amortization expense
for the year ended July 1, 2001 includes $7.5 million
($0.12 per share) of goodwill amortization which is not
included in fiscal 2002.
Although the Company believes that continued
investment in its infrastructure, primarily in the areas of
technology and development, is critical to attaining its
strategic objectives, the Company expects that deprecia-
tion and amortization will continue to decrease as a
percentage of net revenues in comparison to prior years.
Other Income (Expense)
Years Ended
June 29, June 30, July 1,
2003 % Change 2002 % Change 2001
(in thousands)
Interest income
$ 1,157 (57.0%)
$2,688
(55.0% ) $ 5,971
Interest expense (982) 21.1% (1,245) 1.5% (1,264)
Other, net
(58) (126.0%)
5 100.9% (555)
$ 117 (91.9%)
$1,448
(65.1%) $ 4,152
Other income (expense) consists primarily of interest
income earned on the Company’s investments and
available cash balances, offset by interest expense,
primarily attributable to the Company’s capital leases
and other long-term debt. The decrease in interest
income for the years ended June 29, 2003 and June 30,
2002 was primarily due to the decline in cash and
investment balances in order to fund capital expenditures
and the acquisitions of The Popcorn Factory in May 2002,
and the HearthSong and Magic Cabin brands in June
2001, as well as for fiscal 2002 a decline of the
Company’s average rate of return on its investments due
to prevailing market conditions. The reduction in interest
expense was primarily due to the decline of interest rates
associated with the Company’s variable rate long-term
debt. During fiscal 2001, the Company recorded a non-
recurring charge of $1.0 million (included above in “Other,
net”) associated with the write-down of the Company’s
minority investment in a technology partner, purchased
in fiscal 2000. Offsetting this write-down was a gain of
$0.3 million, recognized by the Company in November
2000, on the sale of its investment in American Floral
Services, Inc. (“AFS”).
5
Income Taxes
During the fiscal year ended June 29, 2003, the
Company provided no income tax provision due to the
availability of net operating loss carryforwards. However,
during the fiscal year ended June 30, 2002, the Company
recovered previously paid income taxes of approximately
$0.7 million as a result of tax law changes which ex-
tended the period for which companies were allowed to
carry-back losses. The Company has provided a full
valuation allowance against the remaining portion of its
net deferred tax assets, consisting primarily of net
operating losses, because of uncertainty regarding its
future realization.
Liquidity and Capital Resources
At June 29, 2003, the Company had working capital
of $26.9 million, including cash and equivalents and
short-term investments of $61.2 million, compared to
working capital of $23.3 million, including cash and
equivalents and short-term investments of $63.4 million,
at June 30, 2002. The increase in working capital resulted
primarily from earnings, adjusted for non-cash items
primarily consisting of depreciation and amortization,
offset in part by capital expenditures, repayment of long-
term debt and capital lease obligations and the final
payment on a long-term online marketing contract. In
addition to its cash and short-term investments, at June
29, 2003 and June 30, 2002, the Company maintained
approximately $19.5 million and $9.6 million of long-term
investments, respectively, consisting primarily of invest-
ment grade corporate and U.S. government securities.
Net cash provided by operating activities of $19.5
million for the fiscal year ended June 29, 2003 was
primarily attributable to earnings, adjusted for deprecia-
tion and amortization and other non-cash charges which
in total amounted to $28.1 million, partially offset by
changes in working capital, primarily due to seasonal
increases in inventory, a contractual payment on a long-
term online marketing agreement and a reduction in
accounts payable and accrued expenses.
Net cash used in investing activities of $9.1 million
for the fiscal year ended June 29, 2003 was principally
comprised of capital expenditures related to the
Company’s technology infrastructure and purchases of
short-term investment grade government and corporate
securities, offset in part by net maturities and sales of
long-term investments.
Net cash used in financing activities was $1.9 million
for the fiscal year ended June 29, 2003, resulting prima-
rily from the repayment of amounts outstanding under the
Company’s credit facilities and long-term capital lease
obligations, offset in part by the net proceeds received
upon the exercise of employee stock options and pur-
chases of stock under the Company’s Employee Stock
Purchase Plan.
Management’s Discussion and Analysis (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
At June 29, 2003, the Company’s material capital
Accounts Receivable
commitments consist of:
(cid:127) obligations outstanding under capital and operating
leases (including guarantees of $0.4 million) as well
as a commercial note relating to obligations arising
from, and collateralized by, the underlying assets of
the Company’s warehousing/fulfillment facility in
Madison, Virginia ($11.0 million – 2004, $9.2 million
– 2005, $6.1 million – 2006, $3.9 million – 2007, $2.5
million – 2008, $8.1 million – thereafter);
inventory commitments principally related to the
upcoming Thanksgiving through Christmas holiday
season ($18.0 million).
On September 16, 2001, the Company’s Board of
Directors approved the repurchase of up to $10.0 million
of the Company’s Class A common stock. Although no
repurchases have been made as of September 23, 2003,
any such purchases could be made from time to time in
the open market and through privately negotiated transac-
tions, subject to general market conditions. The repur-
chase program will be financed utilizing available cash.
Critical Accounting Policies and Estimates
The Company’s discussion and analysis of its
financial position and results of operations are
based upon the consolidated financial statements of
1-800-FLOWERS.COM, Inc., which have been prepared
in accordance with accounting principles generally
accepted in the United States. The preparation of these
financial statements requires management to make
estimates and assumptions that affect the reported
amount of assets, liabilities, revenue and expenses,
and related disclosure of contingent assets and liabilities.
On an ongoing basis, management evaluates its esti-
mates, including those related to revenue recognition,
inventory and long-lived assets, including goodwill and
other intangible assets related to acquisitions. Manage-
ment bases its estimates and judgments on historical
experience and on various other factors that are believed
to be reasonable under the circumstances, the results of
which form the basis for making judgments about the
carrying values of assets and liabilities. Actual results
may differ from these estimates under different assump-
tions or conditions. Management believes the following
critical accounting policies, among others, affect its more
significant judgments and estimates used in preparation
of its consolidated financial statements.
Revenue Recognition
Net revenues are generated by online, telephonic and
retail fulfillment operations and primarily consist of the
selling price of merchandise, service or outbound ship-
ping charges, less discounts, returns and credits. Net
revenues are recognized upon product shipment.
6
The Company maintains allowances for doubtful
accounts for estimated losses resulting from the inability
of its customers to make required payments. If the
financial condition of the Company’s customers were to
deteriorate, resulting in an impairment of their ability to
make payments, additional allowances may be required.
Inventory
The Company states inventory at the lower of cost
or market. In assessing the realization of inventories,
we are required to make judgments as to future demand
requirements and compare that with inventory levels.
It is possible that changes in consumer demand could
cause a reduction in the net realizable value of inventory.
Goodwill and Other Intangible Assets
Goodwill represents the excess of the purchase price
over the fair value of the net assets acquired and is
evaluated annually for impairment. The cost of intangible
assets with determinable lives is amortized to reflect the
pattern of economic benefits consumed, on a straight-line
basis, over the estimated periods benefited, ranging from
3 to 16 years.
The Company periodically evaluates acquired busi-
nesses for potential impairment indicators. Judgment
regarding the existence of impairment indicators is based
on market conditions and operational performance of the
Company. Future events could cause the Company to
conclude that impairment indicators exist and that
goodwill and other intangible assets associated with our
acquired businesses is impaired.
Capitalized Software
The carrying value of capitalized software, both
purchased and internally developed, is periodically
reviewed for potential impairment indicators. Future
events could cause the Company to conclude that
impairment indicators exist and that capitalized
software is impaired.
Income Taxes
The Company has established deferred income tax
assets and liabilities for temporary differences between
the financial reporting bases and the income tax bases
of its assets and liabilities at enacted tax rates expected
to be in effect when such assets or liabilities are realized
or settled. The Company records a valuation allowance
on the deferred income tax assets to reduce the total to
an amount management believes is more likely than not
to be realized. Valuation allowances were principally to
offset certain deferred income tax assets for operating
loss carryforwards.
(cid:127)
Management’s Discussion and Analysis (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
Quantitative and Qualitative Disclosures About
Market Risk
The Company’s earnings and cash flows are subject
to fluctuations due to changes in interest rates primarily
from its investment of available cash balances in money
market funds and investment grade corporate and U.S.
government securities. Under its current policies, the
Company does not use interest rate derivative instru-
ments to manage exposure to interest rate changes.
Cautionary Note Regarding Forward-Looking
Statements
Certain of the matters and subject areas discussed
in this Annual Report contain “forward-looking state-
ments” within the meaning of the Private Securities
Litigation Reform Act of 1995. All statements other than
statements of historical information provided herein are
forward-looking statements and may contain information
Quarterly Results of Operations
about financial results, economic conditions, trends and
known uncertainties based on the Company’s current
expectations, assumptions, estimates and projections
about its business and the Company’s industry. These
forward-looking statements involve risks and uncertain-
ties. The Company’s actual results could differ materially
from those anticipated in these forward-looking state-
ments as a result of several factors, including those
more fully described in the Company’s SEC filings.
Readers are cautioned not to place undue reliance on
these forward-looking statements, which reflect
management’s analysis, judgment, belief or expectation
only as of the date hereof. The forward-looking state-
ments made in this Annual Report relate only to events
as of the date on which the statements are made.
The Company undertakes no obligation to publicly
update any forward-looking statements for any reason,
even if new information becomes available or other
events occur in the future.
The following table provides unaudited quarterly consolidated results of operations for each quarter of fiscal years
2003 and 2002. The Company believes this unaudited information has been prepared substantially on the same basis as
the annual audited consolidated financial statements and all necessary adjustments, consisting of only normal recurring
adjustments, have been included in the amounts stated below to present fairly the Company’s results of operations.
The operating results for any quarter are not necessarily indicative of the operating results for any future period.
Three Months Ended
June 29, Mar. 30, Dec. 29, Sept. 29, June 30, Mar. 31, Dec. 30, Sep. 30,
2003 2003 2002 2002 2002 2002 2001 2001
(in thousands)
Net revenues:
Telephonic
Online
Retail fulfillment
Total net revenues
Cost of revenues
Gross Profit
Operating expenses:
Marketing and sales
Technology and development
General and administrative
Depreciation and amortization
Total operating expenses
Operating income (loss)
Other income (expense), net
Income tax benefit
$ 62,254
84,133
8,456
154,843
91,588
$ 52,287
64,595
7,239
124,121
73,095
$113,999
75,750
7,680
197,429
107,335
63,255
51,026
90,094
40,372
3,621
7,381
3,698
55,072
8,183
35,710
3,323
7,343
3,594
49,970
64,978
3,415
7,462
4,068
79,923
$ 42,531
40,800
5,894
89,225
52,547
36,678
28,953
3,578
7,407
4,029
43,967
$ 63,699
68,468
8,120
140,287
83,076
$ 50,715
56,874
7,835
115,424
70,690
$ 93,550
60,497
8,278
162,325
91,626
57,211
44,734
70,699
37,529
3,279
7,353
3,912
52,073
31,533
3,222
6,847
3,788
45,390
54,945
3,532
7,065
3,767
69,309
$ 40,967
32,340
5,862
79,169
47,877
31,292
26,631
3,690
6,914
3,594
40,829
1,056
10,171
(7,289)
5,138
(656)
1,390
(9,537)
79
127 (84)
(5)
322
115
706
420
591
Net income (loss)
$ 8,262 $ 1,183 $ 10,087 $ (7,294) $ 5,460 $ 165 $ 1,810 $ (8,946)
Net income (loss) per share:
Basic
Diluted
$ 0.13 $ 0.02 $ 0.15 $ (0.11) $ 0.08 $ 0.00 $ 0.03 $ (0.14)
$ 0.12 $ 0.02 $ 0.15 $ (0.11) $ 0.08 $ 0.00 $ 0.03 $ (0.14)
The Company’s quarterly results may experience seasonal fluctuations. Due to the Company’s expansion into gift,
home, gourmet and other related products, the Thanksgiving through Christmas holiday season, which falls within the
Company’s second fiscal quarter, generates the highest proportion of the Company’s annual revenues. Additionally, as
the result of a number of major floral gifting occasions, including Mother’s Day, Administrative Professionals Week and
Easter, revenues also rise during the Company’s fiscal fourth quarter, in relation to its fiscal first and third quarters.
7
Consolidated Balance Sheets
1-800-FLOWERS.COM, Inc. and Subsidiaries
(in thousands, except share data)
June 29, June 30,
2003 2002
Assets
Current Assets:
Cash and equivalents
Short-term investments
Receivables, net
Inventories
Prepaid and other
Total current assets
Property, plant and equipment, net
Investments
Capitalized investment in leases
Goodwill
Other intangibles, net
Other assets
Total assets
Liabilities and Stockholders’ Equity
Current liabilities:
Accounts payable and accrued expenses
Current maturities of long-term debt and obligations under capital leases
Total current liabilities
Long-term debt and obligations under capital leases
Other liabilities
Total liabilities
Commitments and contingencies
Stockholders’ equity:
$ 49,079
12,139
7,767
20,370
2,208
91,563
46,500
19,471
276
37,692
3,211
16,083
$ 214,796
$ 61,663
3,025
64,688
9,124
3,696
77,508
$ 40,601
22,798
9,345
15,647
2,220
90,611
51,002
9,591
465
37,772
4,074
13,642
$ 207,157
$ 64,156
3,154
67,310
12,244
3,695
83,249
Preferred stock, $.01 par value, 10,000,000 shares authorized, none issued
Class A common stock, $.01 par value, 200,000,000 shares authorized,
28,679,848 and 28,319,677 shares issued in 2003 and 2002, respectively
287
283
Class B common stock, $.01 par value, 200,000,000 shares authorized,
42,399,915 and 42,480,925 shares issued in 2003 and 2002, respectively
425
246,497
Additional paid-in capital
Retained deficit
(107,951) (120,189)
Treasury stock, at cost – 52,800 Class A and 5,280,000 Class B shares (3,108) (3,108)
137,288 123,908
$207,157
$ 214,796
Total stockholders’ equity
424
247,636
Total liabilities and stockholders’ equity
See accompanying notes.
8
Consolidated Statements of Operations
1-800-FLOWERS.COM, Inc. and Subsidiaries
(in thousands, except per share data)
Years Ended
June 29, June 30, July 1,
2003 2002 2001
$442,239
Net revenues
267,779
Cost of revenues
174,460
Gross profit
$497,205
293,269
203,936
$565,618
324,565
241,053
Operating expenses:
Marketing and sales
Technology and development
General and administrative
Depreciation and amortization
Total operating expenses
Operating income (loss)
170,013
13,937
29,593
15,389
228,932
154,321
150,638
16,853
13,723
27,043
28,179
21,716
15,061
219,933
207,601
12,121 (3,665) (45,473)
Other income (expense):
Interest income
5,971
Interest expense (982) (1,245) (1,264)
(555)
Other, net
4,152
(58)
117
Total other income, net
5
1,448
2,688
1,157
Income (loss) before income taxes 12,238 (2,217) (41,321)
Benefit from income taxes
706
Net income (loss) $ 12,238 $ (1,511) $ (41,321)
Net income (loss) per common share:
Basic
Diluted
Shares used in the calculation of net income (loss)
per common share:
Basic
Diluted
$ 0.19
$ 0.18
$ (0.02)
$ (0.02)
$ (0.64)
$ (0.64)
65,566
67,670
64,703
64,703
64,197
64,197
See accompanying notes.
9
Consolidated Statements of Cash Flows
1-800-FLOWERS.COM, Inc. and Subsidiaries
(in thousands)
Years Ended
June 29, June 30, July 1,
2003 2002 2001
Operating activities:
Net income (loss)
Reconciliation of net income (loss) to net cash
$ (1,511)
$ 12,238
$ (41,321)
provided by (used in) operations:
Depreciation and amortization
Bad debt expense
Credit to/amortization of deferred compensation
Other non-cash items
Changes in operating items, excluding the effects of
acquisitions:
Receivables
Inventories
Prepaid and other
Accounts payable and accrued expenses
Other assets
Other liabilities
Net cash provided by (used in) operating activities
Investing activities:
Acquisitions, net of cash acquired
Capital expenditures, net of non-cash expenditures –
$0, $2,894 and $4,176 in 2003, 2002 and 2001,
respectively
Purchases of investments
Proceeds from sales of investments
Other
Net cash used in investing activities
Financing activities:
Proceeds from employee stock options/stock purchase plan
Proceeds from bank borrowings
Repayment of notes payable and bank borrowings
Payments of capital lease obligations
Net cash (used in) provided by financing activities
Net change in cash and equivalents
Cash and equivalents:
Beginning of year
End of year
15,389
426
72
15,061
107
425
21,716
377
(156)
743
(1,031)
1,152
(4,723)
(7)
12 (215)
2,264
(2,493)
(3,544)
(2,555)
1
59
19,519
(204)
(1,622)
2,499
7,226
(1,875)
(13)
11,608 (12,630)
(7,037) (4,892)
(10,269)
(56,412)
57,191
390
(9,100)
(15,791)
(11,994)
(22,798) (16,284)
1,194
76
(34,641) (35,697)
6,693
495
1,142
2,618
(1,492)
(1,591)
(1,941)
(826)
(2,054)
(262)
375
16,510
(14,827)
(1,459)
599
8,478
(23,295) (47,728)
40,601
$ 49,079
63,896
$ 40,601
111,624
$ 63,896
Supplemental Cash Flow Information:
- Interest paid amounted to $982, $1,245 and $1,264 for the years ended June 29, 2003, June 30, 2002 and July 1, 2001, respectively.
- The Company received tax refunds, net of income taxes paid of approximately $0, $706 and $1,613 for the years ended June 29, 2003,
June 30, 2002 and July 1, 2001, respectively.
See accompanying notes.
11
Notes to Consolidated Financial Statements
1-800-FLOWERS.COM, Inc. and Subsidiaries
June 29, 2003
Note 1. Description of Business
1-800-FLOWERS.COM, Inc. (“1-800-FLOWERS.COM”)
is a leading gift retailer, providing a broad range of
thoughtful gift products including flowers, plants,
gourmet foods, candies, gift baskets, and other unique
gifts to our customers around the world. The Company
has extended its product offerings through several of
its subsidiaries, including The Plow & Hearth, Inc.
(“Plow & Hearth”), a direct marketer of home decor
and garden merchandise, GreatFood.com, Inc.
(“Greatfood.com”), a source for gourmet products,
The Popcorn Factory, Inc., (“The Popcorn Factory”)
a manufacturer and direct marketer of premium popcorn
and specialty food gifts, and the Children’s Group, Inc.,
a direct marketer of unique children’s toys and games
operating under the HearthSong and Magic Cabin
brand names. The Company operates in one business
segment, providing its customers with convenient,
multi-channel access via the Internet, telephone,
catalogs and retail stores.
Note 2. Significant Accounting Policies
Fiscal Year
The Company’s fiscal year is a 52- or 53-week
period ending on the Sunday nearest to June 30th.
Fiscal years 2003, 2002 and 2001, which ended June
29, 2003, June 30, 2002 and July 1, 2001, respectively,
consisted of 52 weeks.
Basis of Presentation
The consolidated financial statements include
the accounts of 1-800-FLOWERS.COM and its
wholly-owned and majority-owned subsidiaries
(collectively, the “Company”). All significant intercom-
pany accounts and transactions have been eliminated
in consolidation.
Use of Estimates
The preparation of the consolidated financial state-
ments in conformity with accounting principles generally
accepted in the United States requires management to
make estimates and assumptions that affect the
amounts reported in the financial statements and
accompanying notes. Actual results could differ from
those estimates.
Cash and Equivalents
Cash and equivalents consist of demand deposits
with banks, highly liquid money market funds, United
States government securities, overnight repurchase
agreements and commercial paper with maturities of
three months or less when purchased.
Inventories
Inventories are valued at the lower of cost or market
using the first-in, first-out method of accounting.
Property, Plant and Equipment
Property, plant and equipment is recorded at cost
reduced by accumulated depreciation. Depreciation
expense is recognized over the assets’ estimated useful
lives using the straight-line method. Estimated useful
lives are based on Company averages ranging from
3 to 10 years for furniture, fixtures and equipment
and 40 years for buildings. Amortization of leasehold
improvements, which range from 5 to 20 years, is
calculated using the straight-line method over the
shorter of the lease terms, including renewal options
expected to be exercised, or estimated useful lives
of the improvements. Estimated useful lives are
periodically reviewed, and where appropriate, changes
are made prospectively.
Goodwill and Other Intangible Assets
Goodwill and indefinite-lived intangibles are not
amortized, but are evaluated annually in the Company’s
fiscal fourth quarter for impairment. To date, there has
been no impairment of these assets. Prior to fiscal
2002, goodwill was amortized over periods not exceed-
ing 20 years.
The cost of intangible assets with determinable lives
is amortized to reflect the pattern of economic benefits
consumed, on a straight-line basis, over the estimated
periods benefited, ranging from 3 to 16 years.
Deferred Catalog Costs
The Company capitalizes the costs of producing and
distributing its catalogs. These costs are amortized in
direct proportion with actual sales from the correspond-
ing catalog over a period not to exceed 26-weeks.
Included within other assets was $2.6 million and $2.7
million at June 29, 2003 and June 30, 2002, respec-
tively, relating to prepaid catalog costs.
Investments
The Company considers all of its debt and equity
securities, for which there is a determinable fair market
value and no restrictions on the Company’s ability to
sell within the next 12 months, as available-for-sale.
Available-for-sale securities are carried at fair value,
with unrealized gains and losses reported as a separate
component of stockholders’ equity. For the years ended
June 29, 2003, June 30, 2002 and July 1, 2001, there
were no significant unrealized gains or losses. Realized
gains and losses are included in other income. The cost
basis for realized gains and losses on available-for-sale
securities is determined on a specific identification basis.
Fair Values of Financial Instruments
The recorded amounts of the Company’s cash and
equivalents, short-term investments, receivables,
accounts payable, and accrued liabilities approximate
their fair values principally because of the short-term
nature of these items. The fair value of investments,
including available-for-sale securities, is based on
quoted market prices where available. The fair value of
the Company’s long-term obligations are estimated
based on the current rates offered to the Company for
obligations of similar terms and maturities. Under this
method, the Company’s fair value of long-term obliga-
tions was not significantly different than the carrying
values at June 29, 2003 and June 30, 2002.
12
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
Concentration of Credit Risk
Financial instruments that potentially subject the
Company to significant concentrations of credit risk
consist principally of cash and equivalents, investments
and accounts receivable. The Company maintains cash
and equivalents and investments with high credit,
quality financial institutions. Concentration of credit risk
with respect to accounts receivable are limited due to
the Company’s large number of customers and their
dispersion throughout the United States, and the fact
that a substantial portion of receivables are related to
balances owed by major credit card companies. Allow-
ances relating to accounts receivable ($1.3 million and
$1.0 million at June 29, 2003 and June 30, 2002,
respectively) have been recorded based upon previous
experience and management’s evaluation.
Revenue Recognition
Net revenues are generated by online, telephonic
and retail fulfillment operations and primarily consist of
the selling price of merchandise, service or outbound
shipping charges, less discounts, returns and credits.
Net revenues are recognized upon product shipment.
Cost of Revenues
Cost of revenues consists primarily of florist fulfill-
ment costs (fees paid directly to florists and to wire
services that serve as clearinghouses for floral orders,
net of wire service rebates), the cost of floral and non-
floral merchandise sold from inventory or through third
parties, and associated costs including inbound and
outbound shipping charges. Additionally, cost of rev-
enues includes labor and facility costs related to
direct-to-consumer merchandise production operations,
as well as facility costs on properties that are sublet
to the Company’s franchisees.
Marketing and Sales
Marketing and sales expense consists primarily
of advertising and promotional expenditures, catalog
costs, online portal agreements, retail store and fulfill-
ment operations (other than costs included in cost of
revenues), and customer service center expenses,
as well as the operating expenses of the Company’s
departments engaged in marketing, selling and
merchandising activities.
The Company expenses all advertising costs at
the time the advertisement is first shown. Advertising
expense (including the amortization of catalog costs of
$53.7 million, $37.8 million and $26.9 million for the
years ended June 29, 2003, June 30, 2002 and July 1,
2001, respectively) was $88.9 million, $69.6 million and
$71.0 million for the years ended June 29, 2003, June
30, 2002 and July 1, 2001, respectively.
Technology and Development
Technology and development expense consists
primarily of payroll and operating expenses of the
Company’s information technology group, costs associ-
ated with its Web sites, including hosting, design,
content development and maintenance and support
costs related to the Company’s order entry, customer
service, fulfillment and database systems. Costs
associated with the acquisition or development of
software for internal use are capitalized if the software
is expected to have a useful life beyond one year and
amortized over the software’s useful life, typically three
years. Costs associated with repair, maintenance or
the development of Web site content are expensed as
incurred as the useful lives of such software modifica-
tions are less than one year.
Stock-Based Compensation
The Company accounts for its employee stock
option and stock purchase plans under the recognition
and measurement principles of Accounting Principles
Board Opinion (“APB”) No. 25, Accounting for Stock
Issued to Employees. Under APB No. 25, no stock-
based compensation is reflected in net income, as all
options granted under the plans had an exercise price
equal to or greater than the market value of the underly-
ing common stock on the date of grant and the related
number of shares granted is fixed at that point in time.
The following table illustrates the effect on net income
(loss) per share as if the Company had applied the fair
value recognition provisions of Statement of Financial
Accounting Standards (“SFAS”) No. 123, Accounting
for Stock-Based Compensation, as amended by
SFAS No. 148, Accounting for Stock-Based
Compensation – Transition and Disclosure (see
Note 9, “Stock Option Plans”):
Years Ended
June 29, June 30, July 1,
2003 2002 2001
(in thousands, except per share data)
Net income (loss)
Less: Stock based
compensation
Pro Forma
$12,238
$ (1,511)
$(41,321)
7,803
5,447
4,951
net income (loss)
$ 4,435
$ (6,958)
$(46,272)
Net income (loss)
per share:
Basic - As reported
Basic - Pro forma
Diluted - As reported
Diluted - Pro forma
$ 0.19
$ 0.07
$ 0.18
$ 0.07
$ (0.02)
$ (0.11)
$ (0.02)
$ (0.11)
$ (0.64)
$ (0.72)
$ (0.64)
$ (0.72)
Comprehensive Income (Loss)
For the years ended June 29, 2003, June 30, 2002
and July 1, 2001, the Company’s comprehensive
income (losses) were equal to the respective net
income (losses) for each of the periods presented.
Net Income (Loss) Per Share
Basic net income (loss) per common share is
computed using the weighted-average number of
common shares outstanding during the period.
Diluted net income per share is computed using the
weighted-average number of common and dilutive
common equivalent shares (consisting of employee
stock options) outstanding during the period. Diluted
net loss per common share is computed using the
weighted-average number of common shares and
excludes dilutive potential common shares outstanding,
as their effect is antidilutive.
13
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
Note 3. Acquisitions and Disposition
Acquisition of Selected Assets of
The Popcorn Factory
On May 3, 2002, the Company extended the breadth
of its gourmet food product assortment when it com-
pleted the acquisition of selected operating assets and
liabilities of The Popcorn Factory, a manufacturer and
direct marketer of premium popcorn and specialty food
gifts. The purchase price of approximately $12.6
million, including $0.3 million of transaction costs, was
comprised of $7.3 million used to retire The Popcorn
Factory’s outstanding debt and the issuance of 353,003
shares of the Company’s Class A common stock,
valued at approximately $5.0 million, based upon the
average closing price of the Company’s common stock
on the date of and the two days preceding and following
the closing of the transaction. The acquisition was
accounted for as a purchase and, accordingly, acquired
assets and liabilities are recorded at their fair values,
and the operating results of The Popcorn Factory have
been included in the Company’s consolidated results of
operations since the date of acquisition. The excess of
the purchase price over the fair market value net assets
acquired of $12.0 million was allocated to goodwill.
The purchase price allocation of The Popcorn Factory
business resulted in the following condensed balance
sheet of assets acquired and liabilities assumed.
The Popcorn Factory
Purchase Price Allocation
(in thousands)
$ 1,704
Current assets
1,061
Property, plant and equipment
1,120
Intangible assets
12,001
Goodwill(*)
15,886
3,120
142
3,262
$12,624
Total liabilities assumed
Net assets acquired
Current liabilities
Non-current liabilities
Total assets acquired
(*) Approximately $12.0 million is expected to be deductible for tax purposes.
The Popcorn Factory acquisition resulted in $1.1
million in total intangible assets acquired, other than
goodwill, with $0.2 million allocated to trademarks with
indefinite lives. The remaining $0.9 million of acquired
intangibles were allocated to customer list, and is
being amortized over the asset’s determinable useful
life of 3 years.
Acquisition of Selected Assets of
The Children’s Group
On June 8, 2001, the Company completed its
acquisition of selected assets from subsidiaries of
Foster & Gallagher, Inc., adding unique and educational
children’s toys and games to the Company’s product
offering, sold under the HearthSong and Magic Cabin
brand names. The purchase price of approximately
$4.9 million, paid in cash, included the acquisition of a
fulfillment center located in Vandalia, Ohio, inventory,
14
and certain other assets, as well as, the assumption of
certain related liabilities. The acquisition was accounted
for as a purchase and, accordingly, acquired assets and
liabilities are recorded at their fair values, which approxi-
mated the purchase price, and the operating results of
The Children’s Group have been included in the
Company’s consolidated results of operations since
the date of acquisition.
Pro forma Results of Operation
The following unaudited pro forma consolidated
financial information has been prepared as if the acqui-
sitions of The Popcorn Factory and The Children’s Group
had taken place at the beginning of fiscal year 2001.
The following unaudited pro forma information is not
necessarily indicative of the results of operations in
future periods or results that would have been achieved
had the acquisitions of The Popcorn Factory and The
Children’s Group taken place at the beginning of the
periods presented.
Years Ended
June 29, June 30, July 1,
2003 2002 2001
(as reported) (pro forma) (pro forma)
(in thousands, except per share data)
Net revenues (*)
Income (loss) from
operations
Net income (loss)
Net income (loss) per
common share
$565,618
$528,103 $509,214
$ 12,121
$ 12,238
$ (6,407) $ (50,392)
$ (4,688) $ (46,671)
Basic
Diluted
$ 0.19
$ 0.18
$ (0.07) $ (0.73)
$ (0.07) $ (0.73)
(*) Pre-acquisition operations related to the Children’s Group include revenues
derived from six retail stores which were discontinued by the previous owners
at various times during fiscal 2001. Operating results associated with these
retail stores were not material to the consolidated operations of the Company
during such time.
Disposition of Minority Interest in
American Floral Services, Inc.
On November 21, 2000, the Company sold its
minority investment in American Floral Services, Inc.,
a floral wire service, to Teleflora, Inc. The Company
received cash proceeds of $1.2 million and recorded a
gain on sale of $0.3 million as a result of this transaction.
Note 4. Goodwill and Intangible Assets
The change in the net carrying amount of goodwill
is as follows:
June 29, June 30,
2003 2002
(in thousands)
Goodwill - beginning of year
Acquisition of The Popcorn Factory (80)
Other
Goodwill - end of year
$37,772 $25,632
12,081
59
$37,772
$37,692
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
The Company’s intangible assets consist of the following:
June 29, June 30,
2003 2002
Gross Gross
Amortization Carrying Accumulated Carrying Accumulated
Period Amount Amortization Net Amount Amortization Net
(in thousands)
Intangible assets with determinable lives:
Investment in
licenses
Customer lists
Technology
Other
14-16 years
3 years
3 years
20 years
Trademarks with
indefinite lives
Total intangible assets
$ 4,927
910
1,659
171
7,667
480
$ 8,147
$ 2,792
354
1,659
127
4,932
4
$4,936
$ 2,135
556
44
2,735
476
$3,211
$ 4,927
910
1,659
171
7,667
480
$ 8,147
$ 2,468
51
1,428
122
4,069
4
$ 4,073
$ 2,459
859
231
49
3,598
476
$ 4,074
The amortization of intangible assets for the years
ended June 29, 2003, June 30, 2002 and July 1, 2001
was $0.9 million, $0.7 million and $0.9 million, respec-
tively. Future estimated amortization expense is as
follows: 2004 - $0.6 million, 2005 - $0.6 million, 2006 -
$0.3 million, 2007 - $0.3 million, 2008 - $0.3 million,
and thereafter - $0.6 million.
The following table provides pro forma disclosure of
net loss and net loss per share for the years ended July
1, 2001, as if goodwill and indefinite-lived intangibles
had not been amortized:
July 1,
2001
(in thousands, except per share data)
Reported net loss
Amortization
Adjusted net loss
Reported net loss per
common share
Amortization per common share
Adjusted net loss per
$(41,321)
7,458
$(33,863)
$ (0.64)
0.11
common share
$ (0.53)
Note 5. Property, Plant and Equipment
June 29, June 30,
2003 2002
(in thousands)
$37,429
Computer equipment
31,712
Software development costs
6,411
Telecommunication equipment
Leasehold improvements
12,267
Building and building improvements 11,454
7,160
Equipment
3,712
Furniture and fixtures
666
Land
$33,989
27,451
6,059
11,588
11,489
6,253
3,576
666
110,811 101,071
Accumulated depreciation and
amortization
64,311
$46,500
50,069
$51,002
15
Note 6. Long-Term Debt
June 29, June 30,
2003 2002
(in thousands)
Commercial notes and
revolving credit line (1-2)
Seller financed acquisition
obligations (3-4)
Obligations under capital
leases (see Note 12)
Less current maturities of
long-term debt and obligations
under capital leases
$ 6,612 $ 7,380
145
202
5,392
12,149
7,816
15,398
3,025
3,154
$ 9,124 $12,244
The following notes and credit lines relate to obliga-
tions arising from, and collateralized by, the underlying
assets of the Company’s Plow & Hearth facility in
Madison, Virginia.
(1)
$5,000,000 revolving credit line dated Decem-
ber 12, 2002, renewable on November 30, 2003 (none
outstanding at June 29, 2003) bearing interest equal to
the monthly LIBOR Index plus 1.75% per annum (3.07%
at June 29, 2003).
(2)
$6,612,000 note dated June 27, 2003 bearing
interest at 5.44% per annum. The note, which resulted
from the consolidation and refinancing of a series of
fixed and variable rate mortgage and equipment notes in
June 2003, is payable in 60 equal monthly installments
of principal and interest commencing August 1, 2003.
The following notes relate to seller-financed acquisi-
tion obligations, all of which have been collateralized by
either the stock or assets of various subsidiaries of the
Company:
(3)
$275,000 promissory note dated November 1,
1994 ($54,000 outstanding at June 29, 2003), bearing
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
interest at 8% per annum. The note is payable in 120
equal monthly installments of principal and interest
commencing December 1, 1994.
(4)
$160,000 non-interest bearing promissory
note dated September 30, 1999 ($91,000 outstanding
at June 29, 2003). The note is payable in 84 monthly
installments commencing January 1, 2001.
As of June 29, 2003, long-term debt maturities,
excluding amounts relating to capital leases, are as
follows:
Year Debt Maturities
(in thousands)
2004
2005
2006
2007
2008
Thereafter
$ 1,136
1,289
1,336
1,411
1,466
119
$ 6,757
Note 7. Income Taxes
Significant components of the benefit for income
taxes are as follows:
Years Ended
June 29, June 30, July 1,
2003 2002 2001
(in thousands)
Current:
Federal (*)
State and local
Deferred
$
$
$
706
706
$
706
$
$
*As a result of tax law changes enacted in fiscal 2002, which extended the
period for which companies are allowed to carry-back losses, the Company
was able to recover previously paid income taxes, thereby resulting in an
income tax benefit of $0.7 million.
The reconciliation of income tax computed at the
U.S. federal statutory tax rates to income tax benefit is
as follows:
Years Ended
June 29, June 30, July 1,
2003 2002 2001
Tax at U.S. statutory rates
34.0%
State income taxes, net
of federal tax benefit
Goodwill amortization
Change in deferred
tax asset valuation
3.6
(13.8)
4.9
(6.8)
5.9
1.0
34.0%
34.0%
(39.7) 8.6 (33.0)
0.9
(0.6)
0.0%
31.8%
(1.2)
0.0%
Other
Deferred income taxes reflect the net tax effects of
temporary differences between the carrying amounts of
assets and liabilities for financial reporting purposes and
the amounts used for income tax purposes. The signifi-
cant components of the Company’s deferred tax assets
(liabilities) are as follows:
Years Ended
June 29, June 30, July 1,
2003 2002 2001
(in thousands)
Deferred tax assets:
Net operating loss
carryforwards
Accrued expenses
and reserves
$34,247
$37,946 $ 37,097
2,946
3,624
Valuation allowance (36,523) (38,242) (37,447)
3,031
Deferred tax liabilities:
Installment sales (53) (54) (61)
Tax in excess of
book depreciation (1,295) (2,681) (2,535)
Net deferred tax assets
$
$ $
At June 29, 2003, the Company’s U.S. federal
and state net operating loss carryforwards for income
tax purposes were approximately $85.6 million.
If not utilized, these net operating loss carryforwards
will begin to expire in fiscal year 2020. To the extent
that net operating losses, when realized, relate to
stock option deductions of approximately $13.5 million,
the resulting benefits will be credited to additional
paid-in capital.
Note 8. Capital Stock
Holders of Class A common stock generally have
the same rights as the holders of Class B common
stock, except that holders of Class A common stock
have one vote per share and holders of Class B
common stock have 10 votes per share on all matters
submitted to the vote of stockholders. Holders of
Class A common stock and Class B common stock
generally vote together as a single class on all
matters presented to the stockholders for their vote or
approval, except as may be required by Delaware law.
Class B common stock may be converted into Class A
common stock at any time on a one-for-one share basis.
Each share of Class B common stock will automatically
convert into one share of Class A common stock upon
its transfer, with limited exceptions.
On September 16, 2001, the Company’s Board of
Directors approved the repurchase of up to $10.0
million of the Company’s Class A common stock.
Any such purchases could be made from time to time
in the open market and through privately negotiated
transactions, subject to general market conditions.
The repurchase program will be financed utilizing
available cash. No repurchases have been made
as of June 29, 2003.
16
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
Note 9. Stock Option Plans
The 1-800-FLOWERS.COM stock option and incen-
tive plan, which has been approved by the Company’s
Board of Directors and shareholders, is a broad-based,
long-term retention program that is intended to attract
and retain qualified employees, and align stockholder
and employee interests. The components of the plan
include a discretionary option grant program, an auto-
matic option grant program, a stock issuance program,
and a salary investment option grant program.
Options granted under the plans may be either
incentive stock options or non-qualified stock options.
The exercise price of an option shall be determined by
the Company’s board of directors or compensation
committee of the board at the time of grant, provided,
however, that in the case of an incentive stock option
the exercise price may not be less than 100% of the fair
market value of such stock at the time of the grant, or
less than 110% of such fair market value in the case of
options granted to a 10% owner of the Company’s
stock. The vesting and expiration periods of options
issued under the stock option plans are determined
by the Company’s board of directors or compensation
committee as set forth in the applicable option agree-
ment, provided that the expiration date shall not be later
than ten years from the date of grant.
At June 29, 2003, the Company has reserved
approximately 17,641,000 shares of common stock for
issuance under common stock option plans. The shares
authorized automatically increase on the first trading
day in January of each calendar year, by an amount
equal to 3% of the total number of shares of common
stock outstanding on the last trading day in December
in the preceding calendar year, but in no event will this
annual increase exceed 2,000,000 shares.
In January 1999, the Company issued stock options to
employees to purchase 200,000 shares of common stock
at $2.00 per share, which was considered to be the fair
value of the common stock at that time. Such options
vested at the rate of 25% per year on the anniversary of
the grant date. Soon thereafter, the Company entered into
discussions with an investor to purchase shares of
common stock at $10.43 per share. Accordingly, for
accounting purposes, the Company used such per share
value to record a deferred compensation charge of $1.7
million associated with the January 1999 option grants.
During the year ended July 1, 2001, the Company re-
versed $0.2 million of amortization, representing previ-
ously amortized deferred compensation expense associ-
ated with unvested stock options which were forfeited
upon the employee’s separation from the Company.
The following table summarizes activity in stock
options:
Years Ended
June 29, June 30, July 1,
2003 2002 2001
Weighted Weighted Weighted
Shares Average Shares Average Shares Average
Under Exercise Under Exercise Under Exercise
Option Price Option Price Option Price
Balance,
beginning of year
8,113,144
Grants
3,036,705
Exercises (228,666)
Forfeitures (919,838)
10,001,345
Balance, end of year
6,455,262
$ 8.95
$ 6.55
2,897,950
$ 3.69 (788,008)
$ 9.43 (452,060)
8,113,144
$ 8.28
5,788,171
$ 6.64
$12.43
2,143,925
$ 2.72 (97,175)
$ 9.94 (1,379,659)
6,455,262
$ 8.95
$ 8.53
$ 3.91
$ 3.83
$10.52
$ 6.64
The following table summarizes information about stock options outstanding at June 29, 2003:
Options Outstanding Options Exercisable
Weighted- Weighted- Weighted-
Average Average Average
Options Remaining Exercise Options Exercise
Exercise Price Outstanding Contractual Life Price Exercisable Price
$ 1.61 - 3.65
$ 4.02 - 6.70
$ 6.75 - 12.95
$13.00 - 17.38
$21.00 - 23.10
1,973,164
4,331,585
2,850,510
174,099
671,987
10,001,345
7.0 years
8.4 years
8.0 years
6.4 years
5.9 years
7.8 years
$ 3.32
$ 5.78
$ 12.14
$ 13.93
$ 21.08
$ 8.28
1,106,911
851,640
824,041
88,462
535,323
3,406,377
$ 3.07
$ 4.55
$ 12.19
$ 13.94
$ 21.07
$ 8.76
Fair Value Disclosures
The exercise price of employee stock option grants
is set at the closing price of the Company’s common
stock on the date of grant and the related number of
shares granted is fixed at that point in time. Therefore,
under the principles of APB No. 25, the Company does
not recognize compensation expense associated with
the grant of employee stock options. SFAS No. 123
requires the use of option valuation models to provide
17
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
supplemental information regarding options granted after
1994. The fair value of these options was estimated at
the date of grant using the minimum value option pricing
model prior to the Company’s initial public offering in
August 1999, and the Black-Scholes option pricing
model thereafter, with the following assumptions: risk
free interest rate of 3.95%, 4.50% and 5.35% in 2003,
2002 and 2001, respectively; no dividend yield; 70%,
66% and 60% volatility in 2003, 2002 and 2001 respec-
tively, and a weighted-average expected life of the
options of 5 years at date of grant. These assumptions
resulted in weighted average fair values of $3.95, $7.32
and $2.21 per share for employee options granted in
2003, 2002 and 2001, respectively.
Note 10. Employee Stock Purchase Plan
In December 2000, the Company’s board of
director’s approved the 1-800-FLOWERS.COM, Inc.
2001 Employee Stock Purchase Plan (ESPP), a non-
compensatory employee stock purchase plan under
Section 423 of the Internal Revenue Code, to provide
substantially all employees who have completed six
months of service, an opportunity to purchase shares
of the Company’s Class A common stock. Employees
may contribute a maximum of 15% of eligible compen-
sation, but in no event can an employee purchase more
than 500 shares on any purchase date. Offering periods
have a duration of six months, and the purchase price
per share will be the lower of: (i) 85% of the fair market
value of a share of Class A common stock on the last
trading day of the applicable offering period, or (ii) 85%
of the fair market value of a share of Class A common
stock on the last trading day before the commencement
of the offering period. At June 29, 2003, the Company
has reserved approximately 2,491,000 shares of common
stock for issuance under its ESPP. The share pool shall be
increased on the first trading day of each calendar year, by
a number equal to the lesser of (i) 1% of the total number
of shares of common stock then outstanding, or (ii)
750,000 shares of Class A common stock.
Note 11. Profit Sharing Plan
The Company has a 401(k) Profit Sharing Plan
covering substantially all of its eligible employees. All
full-time employees who have attained the age of 21
are eligible to participate upon completion of one year
of service. Participants may elect to make voluntary
contributions to the 401(k) plan in amounts not exceeding
federal guidelines. On an annual basis the Company, as
determined by its board of directors, may make certain
discretionary contributions. Employees are vested in the
Company’s contributions based upon years of service.
The Company made contributions of $0.4 million, $0.3
million and $0.2 million, for the years ended June 29,
2003, June 30 2002 and July 1, 2001, respectively.
Note 12. Commitments and Contingencies
Leases
The Company currently leases office, store facilities,
and equipment under various operating leases through
18
fiscal 2019. As these leases expire, it can be expected
that in the normal course of business they will be
renewed or replaced. Most lease agreements contain
renewal options and rent escalation clauses and require
the Company to pay real estate taxes, insurance, common
area maintenance and operating expenses applicable to
the leased properties. The Company has also entered into
leases that are on a month-to-month basis.
The Company leases certain computer, telecommu-
nication and related equipment under capital leases,
which are included in property and equipment with a
capitalized cost of approximately $18.4 million at June
29, 2003 and June 30, 2002, and accumulated amorti-
zation of $14.1 million and $12.4 million, respectively.
In addition, the Company subleases land and buildings
(which are leased from third parties) to certain of its
franchisees. Certain of the leases, other than land
leases which have been classified as operating leases,
are classified as capital leases and have initial lease
terms of approximately 20 years (including option
periods in some cases).
The Company has a $5.0 million equipment lease
line of credit with a bank. Interest under this line, which
is renewable annually, is determined on the date of each
commitment to borrow and is based on the bank’s base
rate on such date. At June 29, 2003, the Company had
financed $7.1 million of equipment purchases through
such lease line. The borrowings, which bear interest at
rates ranging from 5.39% to 6.36% annually, are payable
in 60 monthly installments of principal and interest
commencing in February 2001. Borrowings under the line
are collateralized by the underlying equipment purchased
and an equal amount of pledged investments.
As of June 29, 2003, future minimum payments
under non-cancelable capital lease obligations, lease
receipts due from franchisees (shown as Capitalized
Investment in Leases) and operating leases with initial
terms of one year or more consist of the following:
Obligations
Under Capitalized
Capital Investment Operating
Leases In Leases Leases
(in thousands)
2004
2005
2006
2007
2008
Thereafter
Total minimum lease
payments
Less amounts
$ 2,170
1,933
1,439
368
12
20
$ 166
100
42
12
12
20
$ 4,295
4,037
1,853
1,313
756
2,601
5,942
352
$14,855
representing interest (550) (76)
Present value of net
minimum lease
payments
$ 5,392
$ 276
Notes to Consolidated Financial Statements (continued)
1-800-FLOWERS.COM, Inc. and Subsidiaries
At June 29, 2003, the aggregate future sublease
rental income under long-term operating sub-leases for
land and buildings and corresponding rental expense
under long-term operating leases were as follows:
Sublease Sublease
Income Expense
(in thousands)
2004
2005
2006
2007
2008
Thereafter
$ 2,783 $ 2,769
2,199
1,877
1,387
981
1,680
$10,953 $10,893
2,208
1,884
1,393
987
1,698
In addition to the above, the Company has agreed
to provide rent guarantees for leases entered into by
certain franchisees with third party landlords. At June 29,
2003, the aggregate minimum rent payable by franchisees
guaranteed by the Company was approximately $0.4
million. Rent expense was approximately $9.0 million,
$8.7 million and $8.4 million for the years ended June 29,
2003, June 30, 2002 and July 1, 2001 respectively.
Online Marketing Agreements
The Company has commitments under online
marketing agreements with various portal providers.
Such online marketing costs are capitalized and
amortized on a straight-line basis over the term of the
agreements. On September 1, 2000, the Company
entered into a five-year $22.1 million online marketing
agreement with an Internet company commencing
October 1, 2001 and ending August 31, 2005. As a
result of the modification of the previous agreement,
the Company recorded a one-time charge of approxi-
mately $7.3 million during fiscal 2001.
Litigation
There are various claims, lawsuits, and pending
actions against the Company and its subsidiaries
incident to the operations of its businesses. It is the
opinion of management, after consultation with counsel,
that the ultimate resolution of such claims, lawsuits
and pending actions will not have a material adverse
effect on the Company’s consolidated financial position,
results of operations or liquidity.
Report of Independent Auditors
The Board of Directors and Stockholders of
1-800-FLOWERS.COM, Inc. and Subsidiaries
We have audited the accompanying consolidated
balance sheets of 1-800-FLOWERS.COM, Inc. and
Subsidiaries (the “Company”) as of June 29, 2003 and
June 30, 2002, and the related consolidated statements
of operations, stockholders’ equity and cash flows for
each of the three years in the period ended June 29,
2003. These financial statements are the responsibility
of the Company’s management. Our responsibility is to
express an opinion on these financial statements
based on our audits.
We conducted our audits in accordance with auditing
standards generally accepted in the United States.
Those standards require that we plan and perform the
audit to obtain reasonable assurance about whether the
financial statements are free of material misstatement.
An audit includes examining, on a test basis, evidence
supporting the amounts and disclosures in the financial
statements. An audit also includes assessing the
accounting principles used and significant estimates
made by management, as well as evaluating the overall
financial statement presentation. We believe that our
audits provide a reasonable basis for our opinion.
In our opinion, the financial statements referred to
above present fairly, in all material respects, the consoli-
dated financial position of 1-800-FLOWERS.COM, Inc.
and Subsidiaries at June 29, 2003 and June 30, 2002,
and the consolidated results of their operations and
their cash flows for each of the three years in the
period ended June 29, 2003, in conformity with account-
ing principles generally accepted in the United States.
As discussed in Note 2 to the consolidated financial
statements, the Company changed its method of account-
ing for goodwill and other indefinite-lived intangible assets
effective July 2, 2001 to conform with the provisions of
Financial Accounting Standards Board Statement No. 142,
“Goodwill and Other Intangible Assets.”
Melville, New York
July 31, 2003
19
Market for Common Equity
and Related Stockholder Matters
Market Information
1-800-FLOWERS.COM’s Class A common stock
trades on The Nasdaq National Stock Market under the
ticker symbol “FLWS.” There is no established public
trading market for the Company’s Class B common
stock. The following table sets forth the reported high
and low sales prices for the Company’s Class A com-
mon stock for each of the fiscal quarters during the
fiscal years ended June 29, 2003 and June 30, 2002.
High Low
Year ended June 29, 2003
July 1, 2002 – September 29, 2002
September 30, 2002 – December 29, 2002
December 30, 2002 – March 30, 2003
March 31, 2003 – June 29, 2003
$ 11.25
$ 10.90
$ 7.50
$ 8.91
$ 4.75
$ 5.75
$ 5.61
$ 6.45
Year ended June 30, 2002
July 2, 2001 – September 30, 2001
October 1, 2001 – December 30, 2001
December 31, 2001 – March 31, 2002
April 1, 2002 – June 30, 2002
$ 14.78
$ 16.50
$ 17.86
$ 14.68
$ 9.90
$ 8.20
$ 10.72
$ 9.85
Rights of Common Stock
Holders of Class A common stock generally have
the same rights as the holders of Class B common
stock, except that holders of Class A common stock
have one vote per share and holders of Class B
common stock have 10 votes per share on all matters
submitted to the vote of stockholders. Holders of Class
A common stock and Class B common stock generally
vote together as a single class on all matters presented
to the stockholders for their vote or approval, except as
may be required by Delaware law. Class B common
stock may be converted into Class A common stock at
any time on a one-for-one share basis. Each share of
Class B common stock will automatically convert into
one share of Class A common stock upon its transfer,
with limited exceptions.
Holders
As of September 23, 2003, there were approxi-
mately 117 shareholders of record of the Company’s
Class A common stock, although the Company
believes that there is a significantly larger number of
beneficial owners. As of September 23, 2003, there
were approximately 17 shareholders of record of the
Company’s Class B common stock.
Dividend Policy
Although the Company has never declared or
paid any cash dividends on its Class A or Class B
common stock, the Company anticipates that it will
generate increasing free cash flow in excess of its
capital investment requirements. As such, although
the Company has no current intent to do so, the
Company may chose, at some future date, to
use some portion of its cash for the purpose of
stock repurchases or cash dividends.
Resales of Securities
41,372,993 shares of Class A and Class B com-
mon stock are “restricted securities” as that term is
defined in Rule 144 under the Securities Act. Re-
stricted securities may be sold in the public market
from time to time only if registered or if they qualify
for an exemption from registration under Rule 144 or
701 under the Securities Act. As of September 23,
2003, all of such shares of the Company’s common
stock could be sold in the public market pursuant to
and subject to the limits set forth in Rule 144. Sales
of a large number of these shares could have an
adverse effect on the market price of the Company’s
Class A common stock by increasing the number of
shares available on the public market.
Stock Repurchase Plan
On September 16, 2001, the Company’s Board of
Directors approved the repurchase of up to $10.0
million of the Company’s Class A common stock.
Any such purchases could be made from time to time
in the open market and through privately negotiated
transactions, subject to general market conditions.
The repurchase program will be financed utilizing
available cash. No repurchases have been made as
of September 23, 2003.
Equity Compensation Plan Information
The following table gives information about the
Company’s common stock that may be issued upon
the exercise of options under all of the Company’s
equity compensation plans as of June 29, 2003.
The table includes the 1-800-FLOWERS.COM 1997
Stock Option Plan and the 1-800-FLOWERS.COM,
Inc. 1999 Stock Incentive Plan.
Number of
securities
remaining
available for
future issuance
Number of under equity
securities to be Weighted- compensation
issued upon average plans (excluding
exercise of exercise price securities
Plan outstanding of outstanding reflected
Category options options in column (a))
(a) (b) (c)
Equity
compensation
plans
approved
by security
holders 10,001,345
Equity
compensation
plans
not approved
by security
holders
$8.28
7,639,930
Total
10,001,345
$8.28
7,639,930
20
Company Information
BOARD OF DIRECTORS
CORPORATE OFFICERS
James F. McCann
Chairman and Chief Executive Officer
1-800-FLOWERS.COM
James F. McCann
Chairman and Chief Executive Officer
1-800-FLOWERS.COM
STOCK EXCHANGE LISTING
NASDAQ National Market
Ticker Symbol: FLWS
T. Guy Minetti
Vice Chairman
1-800-FLOWERS.COM
Christopher G. McCann
President
1-800-FLOWERS.COM
Kevin J. O’Connor
Chairman
DoubleClick, Inc.
Jeffrey C. Walker
Managing Partner
JPMorgan Partners
Lawrence V. Calcano
Managing Director
Goldman Sachs & Company
Mary Lou Quinlan
CEO
JUST ASK A WOMAN
John J. Conefry
Vice Chairman
Astoria Financial Corporation
Leonard J. Elmore
President and CEO
Test University, Inc.
T. Guy Minetti
Vice Chairman
Corporate Development
1-800-FLOWERS.COM
Christopher G. McCann
President
1-800-FLOWERS.COM
William E. Shea
Senior Vice President of Finance
and Administration, Treasurer and
Chief Financial Officer
1-800-FLOWERS.COM
Gerard M. Gallagher
Senior Vice President/General
Counsel/Secretary
1-800-FLOWERS.COM
Thomas G. Hartnett
Senior Vice President of Retail
and Fulfillment
1-800-FLOWERS.COM
Vincent J. McVeigh
Senior Vice President
1-800-FLOWERS.COM
Peter G. Rice
President
Plow & Hearth
Enzo J. Micali
Senior Vice President of
Information Technology
1-800-FLOWERS.COM
TRANSFER AGENT AND REGISTRAR
American Stock Transfer & Trust Company
6201 15th Avenue
Brooklyn, New York 11219
(718) 921-8200
INDEPENDENT AUDITORS
Ernst & Young LLP
395 North Service Road
Melville, New York 11747
(631) 752-6100
SEC COUNSEL
Cahill Gordon and Reindel
80 Pine Street
New York, NY 10005
(212) 701-3000
SHAREHOLDER INQUIRIES
Copies of the Company’s reports on
Forms 10-K and 10-Q as filed with
the Securities and Exchange Commission
and additional information about
1-800-FLOWERS.COM may
be obtained without charge by
calling 516-237-6113.
Information is also available via the
Internet in the Investor Relations
section at www.1800flowers.com,
or by writing to:
Investor Relations
1-800-FLOWERS.COM
1600 Stewart Avenue
Westbury, New York 11590
1-800-FLOWERS.COM, Inc.
1600 Stewart Avenue
Westbury, NY 11590
(516) 237-6000