Multichannel retailer Flying Brands has entered the personalised card market as it looks to broaden its offer.

The retailer, best known for its flower delivery service, has struck a deal with online greetings cards retailer to allow customers of its two online brands Flying Flowers and Flowers Direct to buy personalised cards.

The tie-up is the first step in Flying Brand’s strategy to widen its online offer.

The online greetings cards market is estimated to be worth £80m and has more than doubled in size over the last 12 months.

Hephalump will provide the software, manufacturing and fulfilment for the new venture. The online cards retailer will also start selling Flying Brands bouquets on its website.

Hephalump managing director Mike Bennett said “Cards and flowers are a natural marriage so there are great possibilities from us working together.”

Flying Brands chief executive Stephen Cook said: “We have been aiming to offer personalised cards along with our flowers for some time now. Our customers will be able quickly and simply to choose their own personal card to go along with that special birthday or anniversary bouquet of flowers.”