Supermarket chain Morrisons has announced the acquisition of UK wholesale florist Flower World.
The independent importer and distributer already supplies one-third of Morrisons' flowers, and the deal will help to improve the quality of the grocery chain's in-store offering, as well as provide financial benefits.
Dalton Philips, chief executive of Morrisons, said: "Morrisons wants to be known as the supermarket that excels at retailing flowers. We believe that we can do this by owning our own flower business, being closer to growers and therefore better able to control quality and value."
Terms of the deal were not released.
The Bradford-based retailer has also refused to rule itself out of the running in the race to buy rival frozen food chain Iceland. According to an article by the Daily Mail, Mr Philips said yesterday that Morrisons would look at all opportunities.
However, Iceland Foods' own chief executive, Malcolm Walker, has said his number one aim to is to buy the remaining 77 per cent of the company's shares he does not already own, reported The Telegraph.