Britain’s Bloom & Wild buys Dutch rival as flower delivery blossoms

UK flower delivery company Bloom & Wild has bought Dutch rival Bloomon, creating the largest online delivery company in the £22 billion European market for flowers and houseplants.

The combined business plans to ship more than 8 million plants and flower bouquets over the next year to countries including Belgium, Denmark and Germany, and expects revenues of over £200 million sterling.

Bloom & Wild, which pioneered postbox bouquets, has grown rapidly since its inception in 2013. It achieved just over £100million in sales during the year ending in March, up from £29million two years earlier.

“We have now quadrupled our business in Europe,” Aron Gelbard, co-founder and managing director of the company, told the Financial Times.

Flower delivery has blossomed as people have been unable to meet for birthdays and other occasions during the pandemic. Other companies that have benefited include greeting card company Moonpig, which floated in London this year.

Bloom & Wild pioneered bouquets that fit in a letterbox © Bloom & Wild

Both Bloom & Wild and Bloomon have focused on building user-friendly websites and apps that use customer data to personalize the shopping experience. Both have also removed traditional middlemen from their supply chains and purchased directly from growers, which Gelbard says leads to bouquets that are “better value for money, last longer and have less impact on the environment”.

Bloomon, which was founded in Amsterdam in 2014, was originally a flower subscription business that has now expanded into spot deliveries. The size of the deal, which Bloom & Wild said was funded from cash reserves, was not disclosed.

In January, Bloom & Wild raised £75m, bringing its total capital to £96m. Shareholders include Index Ventures, one of Europe’s oldest and largest venture capital groups, and Massachusetts-based General Catalyst.

Gelbard will remain chief executive of the combined company, which will bear the Bloom & Wild name, will have approximately 300 employees and operate in eight countries.

Terisa K. Carn