Cheryl & Co

What Cheryl & Co does

Cheryl & Co (operating commercially as Cheryl's Cookies) is a manufacturer and direct marketer of premium cookies founded in 1981 by Cheryl Krueger and headquartered in Westerville, Ohio. The company produces buttercream-frosted gourmet cookies, traditional cookie assortments, brownies, and specialty dietary offerings (gluten-free, sugar-free, kosher, vegan), selling them primarily as gift products for personal occasions and corporate gifting. Cheryl's operates as an affiliate brand within the 1-800-Flowers.com family of brands (NASDAQ: FLWR), with 1-800-Flowers, Inc. as the operating parent based in Jericho, New York.

The business generates revenue through five streams: direct one-time e-commerce and phone-order cookie sales; recurring cookie-of-the-month subscription clubs in both prepaid 12-month and pay-as-you-go formats; the Celebrations Passport annual loyalty membership ($19.99 introductory, $29.99 standard) providing free shipping and cross-brand benefits across 14+ 1-800-Flowers sister brands; custom logo corporate cookie programs with a 150-unit per-SKU minimum; and Family of Brands club distribution (Harry & David, The Popcorn Factory, Wolferman's) cross-listed on cheryls.com. Distribution is continental US-only, with Alaska and Hawaii excluded. Customer segments split between individual gift-giving consumers and corporate clients served by a dedicated enterprise sales team (800-433-1787). No standalone revenue, funding history, or AI/ML capability is disclosed; the brand functions as a mature, revenue-generating sub-brand inside a publicly traded gifting conglomerate.

Name

Cheryl & Co

Legal name

800-Flowers, Inc.

Website

https://cheryls.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

Cheryl & Co (Cheryl's Cookies) is a Westerville, Ohio-based manufacturer and direct marketer of premium buttercream-frosted gourmet cookies, operating as an affiliate brand within the 1-800-Flowers.com family (NASDAQ: FLWR) and selling nationwide to individual gift-givers and corporate clients via e-commerce, subscriptions, and custom logo programs.

Ownership category

akta.pro rank

Product category

Gourmet Cookies & Baked Gifts

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

akta.pro secondary industry

Online Bakery & Desserts Delivery (CRAHAIAK)

Keywords

• Gourmet cookie gifts
• Cookie subscription clubs
• Corporate gifting cookies
• Buttercream frosted cookies
• Baked goods delivery

Headquarters

HQ city

Westerville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Cookie Sales: One-time purchases of gourmet cookies, cookie gift boxes, and seasonal offerings through e-commerce website and phone orders.
2. Cookie Subscription Clubs: Monthly cookie deliveries via prepaid (pay upfront for 12 months) or pay-as-you-go subscription models. Includes buttercream frosted cut-out cookies, flavor of the month, and gluten-free options.
3. Celebrations Passport Membership: Annual loyalty program membership providing free standard shipping and no service charge on eligible gifts. Introductory rate $19.99, standard $29.99 per year.
4. Custom Corporate Logo Cookies: Custom branded cookie boxes and tins for corporate clients. Minimum 150 units per order, $3.99 per gift logo fee plus product cost.
5. Family of Brands Subscriptions: Cross-brand subscription offerings including Harry & David fruit/cheese clubs, Popcorn Factory, and other brands within the 1-800-Flowers portfolio.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Cheryl & Co manufactures and direct-markets signature buttercream-frosted gourmet cookies and brownies, packaged as gift boxes, flavor assortments, seasonal/occasion gift baskets, and cookie-of-the-month subscription clubs for direct-to-consumer delivery across the continental U.S. The company also operates a dedicated corporate gifting program with custom logo imprinting on cookie tins and boxes (minimum 150 units per SKU) and runs the Celebrations Passport annual loyalty membership that provides cross-brand benefits across the 1-800-Flowers family.

Product overview

Cheryl's Cookies (Cheryl & Co) is a consumer retail company operating under the 1-800-Flowers.com family of brands, specializing in gourmet cookie gifts delivered nationwide. The core product portfolio centers on buttercream-frosted cookies and traditional gourmet cookie flavors, offered through multiple channels: individual flavor boxes and assortments (e.g., Blueberry Muffin, Lemon Burst, Strawberry Sugar, Patriotic, Summer collections), seasonal holiday gift baskets (Birthday Party in a Box, Thank You Gift Towers, Cookie Pails), cookie-of-the-month subscription clubs (both prepaid and pay-as-you-go formats), and corporate gifting programs with custom logo options. The company also operates the Celebrations Passport loyalty membership and offers specialty dietary options (Gluten Free, Sugar Free, Kosher, Vegan) alongside family brand subscriptions spanning fruit, gourmet food, and specialty treats through affiliated Harry & David and other brand partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Buttercream-Frosted Cookie Gift Boxes Signature buttercream-frosted gourmet cookies sold as single-flavor and assorted gift boxes for individual consumers and gifting occasions.
• Traditional & Gourmet Cookie Flavors Classic cookie varieties including cutout dough and gourmet cookies available as single-flavor and assortment boxes for gifting and personal consumption.
• Specialty Dietary Cookie Options Cookies formulated for dietary restrictions including gluten-free, sugar-free, kosher, and vegan variants.
• Cookie of the Month Club — Prepaid Prepaid 12-month subscription delivering individually wrapped cookies monthly, including Buttercream Frosted Cut-out Cookie of the Month and Flavor of the Month options.
• Cookie of the Month Club — Pay-as-you-go Month-to-month cookie subscription with flexible billing and cancellation, available in 12 or 24 cookie quantities per delivery.
• Gluten Free Cookies and Brownies Club Recurring subscription delivering gluten-free cookie and brownie selections, available in prepaid and pay-as-you-go formats.
• Special Value Mystery Treat Gift Club Recurring subscription delivering surprise cookie and treat flavors monthly at a special value price point.
• Holiday & Occasion Cookie Gift Baskets Pre-packaged cookie gift collections curated for occasions including birthday, thank you, sympathy, get well, congratulations, and celebration, in formats such as Party in a Box, Gift Towers, Cookie Pails, and Bow Gift Boxes.
• Brownies Chocolate brownies sold individually and as part of cookie/baked good assortments.
• Mystery Flavor Cookie Box Surprise cookie box containing mystery flavors for customers seeking to discover new varieties.
• Custom Logo Cookie Boxes & Tins Custom-logo imprinted cookie tins and boxes in 6-cookie ($19.99), 12-cookie ($29.99), and silver tin ($29.99–$49.99) sizes, with 150-unit minimum per SKU and $3.99 per-gift logo fee. Designed for corporate gifting programs.
• Corporate Cookie Gifting Program End-to-end corporate cookie gifting program covering corporate birthday gifts, events, thank-you gifts, and custom-logo programs, supported by a dedicated sales team.
• Celebrations Passport Membership Annual loyalty membership ($19.99 introductory, $29.99 standard) providing free standard shipping, no service charges on eligible gifts, and cross-brand perks across the 1-800-Flowers Family of Brands.
• Family of Brands Clubs & Subscriptions Cross-brand subscription offerings sourced from 1-800-Flowers sister brands including Harry & David fruit and gourmet clubs, Popcorn Factory popcorn clubs, Wolferman's bakery clubs, and other specialty food subscriptions.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• 800-Flowers, Inc. (Parent Company)coreOthersCheryl's Cookies operates as an affiliate brand under 800-Flowers, Inc. (NASDAQ: FLWR). The company benefits from the parent's e-commerce infrastructure, fulfillment network, marketing capabilities, and the broader family of brands ecosystem including 1-800-Flowers.com, Harry & David, The Popcorn Factory, Shari's Berries, and 14+ other brands.
• Harry & DavidcoreGTM or Marketing PartnerFellow brand within the 1-800-Flowers family offering fruit, cheese, chocolate, and gourmet food subscriptions. Cheryl's products appear alongside Harry & David offerings in cross-brand promotions and the Celebrations Passport loyalty program.
• The Popcorn FactoryminorGTM or Marketing PartnerFellow brand in the 1-800-Flowers family offering popcorn subscription clubs. Featured in the family of brands clubs section alongside Cheryl's cookie subscriptions.
• 1-800-Flowers.comcoreGTM or Marketing PartnerFlagship brand of the parent company. Cheryl's products are cross-sellable through the main 1-800-Flowers.com platform and benefit from shared customer base and marketing reach.
• Shari's BerriesminorGTM or Marketing PartnerFellow brand offering dipped berries and desserts. Cross-promoted within the family of brands clubs and Celebrations Passport program.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crumbl: Crumbl is a rapidly growing franchise-based gourmet cookie brand known for its rotating weekly flavors and strong social media presence. It competes directly with Cheryl's in premium cookie gifting, particularly targeting younger, digitally-engaged consumers.
• Mrs. Fields: Mrs. Fields is a heritage cookie gift brand offering premium cookies and baked goods through e-commerce and retail locations. It competes directly with Cheryl's in the gourmet cookie gifting category with overlapping product mix and similar occasion-based positioning.
• Insomnia Cookies: Insomnia Cookies is a late-night cookie delivery brand with both physical locations and nationwide shipping. It competes directly with Cheryl's in gourmet cookie e-commerce delivery, particularly for gift and personal consumption occasions.
• Tiff's Treats: Tiff's Treats is a cookie delivery service specializing in warm, just-baked cookie delivery for occasions and gifts. It competes directly with Cheryl's in the cookie gifting and delivery category with similar D2C and corporate gifting capabilities.
• David's Cookies: David's Cookies is a premium cookie and dessert brand offering gourmet cookies, cheesecakes, and gift collections online. It competes directly with Cheryl's in the cookie gift basket and D2C dessert category.
• Great American Cookies: Great American Cookies is a mall-based cookie cake and gourmet cookie retailer with nationwide presence. It competes directly with Cheryl's in the premium cookie and dessert gift category with similar product formats and occasion-based marketing.
• Milk Bar: Milk Bar is a cult-favorite dessert brand known for its cake truffles, cookies, and creative treats sold online and through retail locations. It competes with Cheryl's in the premium D2C dessert gifting space, particularly targeting younger gift-givers.
• Levain Bakery: Levain Bakery is a New York-based gourmet cookie brand famous for its oversized cookies, with growing national shipping and retail expansion. It competes with Cheryl's in the premium cookie gifting category with strong brand recognition.

Broad incumbents

• Harry & David: Harry & David is a sister brand within the 1-800-Flowers portfolio specializing in fruit, gourmet food, and gift baskets. It shares the same parent infrastructure, Celebrations Passport loyalty program, and corporate gifting customers as Cheryl's, making it a closely related internal peer.
• Famous Amos: Famous Amos is an iconic mainstream cookie brand with broad retail distribution and brand recognition. While not directly competing in the premium gifting segment, it competes in the broader cookie category and benefits from name-brand awareness that Cheryl's must compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/cherylsdesserts
• Facebookfacebook.com/CherylsCookiesandBrownies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cheryl & Co