Edible® Wraps Up a Fruitful Year, Looks Ahead to an Innovative 2025

ATLANTA, GA — Edible®, the premier gifting franchise, is proud to celebrate its 25th anniversary with another banner year as the brand wraps up 2024 with significant milestones and looks ahead to an exciting 2025 filled with innovation, expansion and the launch of a new family of brands.

“This has been a pivotal year for Edible,” said Mark Mele, chief development officer. “From robust franchise growth to transformative store renovations, we’ve solidified our place as a leader in the gifting industry while laying the foundation for an even brighter future.”

Edible is set to close 2024 with over 50 agreements signed for existing locations, building on the 61 agreements executed last year. The brand’s resale program has played a key role, providing an opportunity to refresh and remodel legacy stores to meet Edible’s NextGen store standards.

“A mature brand like ours thrives on reinvention,” Mele said. “We’ve seen a wave of franchise renewals this year, with many legacy stores undergoing significant updates. By year’s end, all Edible stores will either have completed or begun construction for a remodel or refresh.”

Nextgen store concept

Edible’s forth-coming NextGen store concept combines cutting-edge technology with a consumer-centric design, blending the convenience of e-commerce with an inviting in-store experience. Two flagship NextGen locations are currently under construction in Atlanta, Georgia, and North Haven, Connecticut, set to open in 2025.

Notably, Edible has purchased real estate in Atlanta not only for its NextGen store but also for its new Innovation and Training Center. This facility will serve as a hub for franchisee education, product development and operational excellence.

“Our NextGen stores are game-changers,” Mele said. “They’re designed to elevate both the customer experience and store revenue, enabling us to meet the evolving demands of the modern retail landscape.”

Leadership and expansion

This year also marked a major leadership milestone for Edible with the appointment of Somia Farid Silber as chief executive officer. Silber, who previously served as president of Edible, succeeds her father and company founder, Tariq Farid, ushering in a generational shift for the iconic gifting brand. With a deep understanding of the company’s operations and a vision for its future, Silber has played a pivotal role in launching Edible’s NextGen store concept and expanding its digital innovations, including one-hour delivery and subscription services like FreshFruit.com™.

Looking ahead, Edible is targeting major cities for conversion and resale opportunities, paving the way for additional NextGen locations. The brand’s expansion efforts are part of a broader strategy to strengthen its presence in key markets and capitalize on growing consumer demand.

But that’s not all. In 2025, Edible will unveil a new family of brands, further diversifying its offerings and creating more franchise opportunities. “Stay tuned,” Mele said. “We’re just getting started.”

With a strong foundation, including four revenue channels — retail, e-commerce, delivery and catering — and a product portfolio that extends beyond fruit arrangements to include flowers, baked goods and dessert boards, Edible continues to lead in the $300 billion global gifting market.

Founded in 1999, Edible® has revolutionized the gifting industry, uniquely leveraging the synergistic power of an innovative e-commerce hub and locally owned brick-and-mortar locations across the globe. Edible's platform seamlessly blends the convenience of online shopping with a vast retail footprint that services over 70% of U.S.

households within an hour. Expanding beyond its iconic fruit arrangements, Edible has a range of offerings, including delectable dessert boards, cookies, brownies, cakes, farm-fresh flowers and more – perfect for every celebratory occasion and any treat-yourself moment. For more information, visit edible.