The British online florist Bloom & Wild acquires Dutch industry peer bloomon. After the acquisition, both brands will continue to exist. bloomon has a strong market position in the Benelux and Denmark and Bloom & Wild in the United Kingdom. Both are growing fast in Germany. The merger of these two companies creates the largest European online player – active in 8 countries – delivering flowers and indoor plants. 8 million deliveries and a combined turnover in the region of 250 million euros is expected for the current financial year.
Since their founding in 2013 and 2014 respectively, Bloom & Wild and bloomon have shaken up the flower sector with, among other things; a short supply chain, direct collaboration with growers, a recognizable style, and an innovative and distinctive range. Sustainability is important for both companies, with both aiming for a neutral impact on the environment. Aron Gelbard, Bloom & Wild’s co-founder, will remain CEO, bloomon founders Bart Troost and Patrick Hurenkamp will become Chief International Officer and Chief Innovation Officer respectively.
“We combine two strong players with disruptive characters and shared values. Both organizations have the ambition to continuously improve the customer experience through the application of technology and data. With our knowledge, experience, and network, we have everything in-house to further strengthen our position as the market leader in Europe,” tells Gelbard.
“We are highly complementary businesses; both in the geographic presence and in products and services. Bloomon, for example, has a lot of experience with the subscription model and buying flowers for yourself, while Bloom & Wild excels with a wide range of gifts such as one-off sales and a strong app. Through a cross-fertilization of expertise, grower relationships, and technology in the supply chain, we will strengthen each other across the board,” says Troost. This partnership is expected to realize a turnover in the region of 250 million euros in the fiscal year ending in March 2022. In January, Bloom & Wild raised a further 75 million British pounds – some 88 million euros – in a new round of investment led by General Catalyst in which Index Ventures also participated. Bloomon and Bloom & Wild have been profitable for some time now.
Structurally invested in both brands
bloomon announced a repositioning in 2020: from subscription service to online florist. For example, the online ‘floral shop’ was launched in which – in addition to the subscriptions – all fresh bunches and luxury dried flowers can be ordered as a one-time order. Troost: “Through the acquisition of bloomon by Bloom & Wild we can focus on international expansion and at the same time continue to invest structurally in our company. We will continue to do that, just like Bloom & Wild, under the same brand and with the same people.”
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Bloom & Wild