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Bloom & Wild is a London, UK-based direct-to-consumer gifting company that delivers fresh flowers and plants using specialized letterbox packaging designed to fit through standard mailboxes. The organization has scaled its operations across nine European countries, fulfilling over 30 million deliveries with a workforce of over 350 employees and generating £110 million in recent annual revenue. Supported by more than £120 million in total venture capital funding, including a £75 million Series D round in 2021, the firm has expanded its product offerings into additional categories such as cakes, candles, and cocktails. To consolidate its market position in Europe, the enterprise executed strategic acquisitions of regional competitors bloomon and Bergamotte, while building an executive team that includes Joe Tinston, Devin Sinclair, and Dominique Highfield. Bloom & Wild was founded in 2013 by Aron Gelbard and Ben Stanway.
Bloom & Wild has raised $190.6M across 6 funding rounds.
Bloom & Wild has raised $190.6M in total across 6 funding rounds.
Bloom & Wild has raised $190.6M across 6 funding rounds. Most recently, it raised $42.0M Series D in July 2021.
Bloom & Wild has raised $190.6M in total across 6 funding rounds.
Bloom & Wild's investors include Accel, Bessemer Venture Partners, Creandum, DST Global, Fundamentum, General Catalyst, Index Ventures, MMC Ventures, Pact VC, Point Nine Capital, Kunal Shah, Will Brooks.
Bloom & Wild is a technology-driven e-commerce company that delivers flowers and plants directly to consumers via an innovative letterbox format, solving the frustrations of traditional flower ordering with seamless mobile apps, personalized experiences, and efficient supply chains.[1][2][6] Founded in 2013, it serves individual and business customers across Europe, focusing on emotional gifting occasions with curated bouquets that fit through standard letterboxes, eliminating delivery hassles.[1][3][4] The company has scaled to over 20 million deliveries, 350+ employees, and leadership as Europe's largest direct-to-consumer flower business, operating in markets like the UK, Netherlands, France, Germany, Ireland, Denmark, and Belgium through its Bloom & Wild Group (post-2021 acquisitions).[2][4]
Its growth momentum is strong: revenues grew 40x in three years by 2017, with viral doubling annually, high customer ratings (4.8/5 stars), and expansions fueled by £7.25m in funding from investors like MMC Ventures.[1] Technology powers e-commerce, fulfillment, and personalization via Ruby on Rails, Python/React, AWS/GCP, AI recommendations, and tools like Contentful for modular content and Branch for app deep-linking, boosting lifetime value (LTV) as app users outperform web visitors.[2][3][4][5]
Bloom & Wild emerged in 2013 from co-founders Aron Gelbard (CEO) and Ben Stanway's frustration with commoditized, mobile-unfriendly online flower ordering, lacking emotive branding despite its emotional purpose.[1][5] Gelbard, then 35, spotted gaps after repeated poor experiences and drew inspiration from resonant brands in other sectors, launching in London with a mission for superior supply chains, branding, customer service, and letterbox delivery.[1][2]
Early traction was viral: the letterbox innovation—flowers in slim boxes fitting through doors—drove rapid adoption, even when recipients were out, proving the model with 40x revenue growth in three years and popular surprises like mini Christmas trees.[1][6] Pivotal expansions included European entries (Germany, France, Ireland) by 2017, 2021 acquisitions of Dutch firm bloomon (adding Netherlands, Denmark, Belgium), and rebranding to Bloom & Wild Group, cementing multi-market scale.[1][4]
Bloom & Wild rides the e-commerce and direct-to-consumer (DTC) wave in gifting, disrupting a legacy flower industry with tech-enabled convenience amid rising online shopping and mobile ordering trends.[1][3][5] Timing aligns with smartphone ubiquity—consumers order on-the-go—and post-pandemic demand for contactless, personalized delivery, amplified by cross-border gifting.[1][4]
Market forces like efficient supply chains, viral social sharing, and tools (AI, headless CMS) favor its model, turning commoditized flowers into delightful experiences while acquisitions consolidate Europe.[4][5] It influences the ecosystem by pioneering DTC in perishables, inspiring tech integration in retail (e.g., letterbox logistics, app-to-web funnels), and fostering women-in-tech opportunities with collaborative engineering squads.[2][3]
Bloom & Wild's tech foundation positions it to dominate European flower DTC, potentially expanding to new markets, more acquisitions, and AI-driven personalization amid gifting digitization.[1][4] Trends like composable commerce, microservices, and sustainable sourcing will shape growth, evolving its influence from UK disruptor to pan-European leader with higher LTV from app ecosystems.[2][3] As Europe's top online florist, its letterbox joy ties back to reimagining gifting—watch for global pushes building on that viral spark.[1][9]
