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For Immediate Release:
Fresh off the back of its recent overfunded crowdfunding campaign, Floom, the online destination for flower gifting is entering an exciting period of expansion. As it grows, the tech-pioneering business run by sole female founder, Lana Elie, is committed to staying true to its core ethos of supporting local UK florists and the unique bouquets they lovingly create.
Having secured initial investment before launch from New Look founder Tom Singh and Munoz Group (Owner of MM Flowers, Europe’s biggest flower suppliers), Floom decided to raise their second round investment via Crowdcube. While both Tom and Alvaro were keen to reinvest (and have done) it was, says Floom Founder and CEO Lana Elie, “an easy decision to make. As well as introducing Floom to an engaged audience of discerning, savvy investors, it was very much in keeping with the spirit of Floom - we want as many people as possible to share in what we’re doing, whether as a thriving partner florist, thrilled customer or an energised investor.”
- Floom exceeded their funding target by 29%, closing the campaign before its deadline with a total of £580k in investments.
- New investors include Ian Hurlock Jones (former CTO of Bigfish Games), Greg Stogdon (SVP Creative of Burberry) and Giles Thorley (Chief Executive at Finance Wales and an original Deliveroo investor).
Floom first launched in February 2016 as a new online destination for all flower-gifting needs. With an easy to use, beautifully curated website, Floom simplifies the process of ordering and sending flowers from top boutique florists. At its core, Floom is an exciting tech-enabled business, thriving on its ability to easily scale and truly disrupt the $50billion flower market, and the handful of outdated corporate flower-sellers who currently dominate the online sphere. “I’ve been very clear from the outset on the two aspects of Floom that people will respond to,” says Lana. “On the one hand, it breathes new life into a truly beautiful and heartfelt gift that more and more people are responding to. On the other, we have built serious, scalable technology that makes the potential for expanding our business very exciting indeed.”
Originally launching in London only, Floom has since expanded to 12 locations around the country and begun offering its first nationwide bouquets. It has become the go-to flower-sending site for Conde Nast, Ogilvy, Frieze, Asos, Kiehl’s and Lindt with press coverage in The Telegraph, The Sunday Times, Wallpaper*, i-D, Business Insider, The Guardian, TimeOut and many more.
With its recently secured investment, Floom will do the following:
- Further develop the tech capabilities of the platform, as it prepares for national and eventually international expansion: an even more seamless, easy and enjoyable experience for florists and customers alike.
- Begin to market Floom on a meaningful scale for the first time: the current substantial customer base is the result of low-level campaigns and word of mouth, and the aim is to build on this considerably.
- Invest in people: just as Floom recognises the importance of only working with the best florists out there, it is only by working with the most talented and engaged individuals in their field that Floom will reach its ambitious goals.