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§ Private Profile · 1449 Woodward Avenue, Detroit, MI, United States
Direct-to-consumer e-commerce platform delivering fully grown indoor and outdoor houseplants from greenhouses with care guidance.
Based in Detroit, Michigan, Bloomscape operates as a direct-to-consumer e-commerce platform that delivers fully grown indoor and outdoor houseplants directly from commercial greenhouses to residential doors. The company utilizes proprietary packaging technology to safely ship ready-to-display plants, custom pots, care tools, and soil mixes nationwide, generating approximately $39.6 million in estimated annual revenue. Operating with a dedicated workforce of 52 employees, the enterprise experienced rapid early market expansion, shipping over 100,000 plants during its first year and achieving a fourfold growth rate by 2020. Bloomscape has raised $24 million in total venture funding, including a $15 million Series B round, backed by prominent investors such as General Catalyst, Revolution Ventures, Allbirds co-founder Joey Zwillinger, and Away co-founder Jen Rubio. The horticultural retail organization was officially founded in 2017 by its chief executive Justin Mast.
Bloomscape has raised $25.0M across 3 funding rounds.
Bloomscape has raised $25.0M in total across 3 funding rounds.
Bloomscape has raised $25.0M across 3 funding rounds. Most recently, it raised $15.0M Series B in September 2020.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 1, 2020 | $15M Series B | General Catalyst | BoxGroup, Founders Fund, K2 Global, Lakestar, Revolution, Tencent Holdings, Thrive Capital, Stanley Druckenmiller, Jeff Boyd, John Replogle, Robert Mylod JR., Ludlow Ventures, Revolution Ventures | Announced |
| Jul 1, 2019 | $8M Series A | Clara Sieg | 2XN, Kevin Hartz, A* Capital (A Star Capital), ACME Capital, Atreides Management, C2 Investment, Scott Hartley, FabFitFun, Founders Fund, General Catalyst, Khosla Ventures, Pareto Holdings, Revolution, Sequoia Capital, Gary Benitt, The HIT Forge, Venture Highway, Charlie Cheever, Curtis LEE, JEN Rubio Butterfield, Jeremy YAP, Scott Tannen, Tobias Lutke, Dave Gilboa, Jeffrey Raider, Joseph Zwillinger, Neil Blumenthal, Linda Rottenberg | Announced |
| Sep 1, 2018 | $2M Seed | — | Kevin Hartz, ACME Capital, Endeavor Catalyst, Scott Hartley, General Catalyst, Revolution, Charlie Cheever, Curtis LEE, JEN Rubio Butterfield | Announced |
Bloomscape is a direct-to-consumer e-commerce company specializing in delivering healthy, fully potted indoor and outdoor plants directly from greenhouses to customers' doors, along with care tools, pots, and expert advice. Founded in 2017 and headquartered in Detroit, Michigan, it serves individual consumers seeking home decor, gifts, and green living solutions by solving the challenges of accessing high-quality, large-sized plants online—bridging gaps left by big-box stores and traditional nurseries.[1][3][5] The company leverages proprietary packaging technology for nationwide shipping of thriving plants, supported by the "Plant Mom" platform offering care instructions from horticulture expert Joyce Mast. Bloomscape has raised $22.5 million in funding, including a $7.5 million Series A in 2019 and $15 million Series B in 2020, achieving 4X growth in its early years and reporting $39.6 million in revenue with around 52 employees.[2][3][5]
Bloomscape was founded in 2017 (with launch in 2018) by Justin Mast, CEO from a five-generation family of horticulturalists on his father's side and three generations on his mother's, drawing on deep industry roots in Michigan—a top U.S. producer of floriculture.[1][4][5] As a child, Mast worked in the family greenhouse and ran a successful roadside plant stand that funded his first car, sparking his entrepreneurial path.[4] The idea emerged from recognizing the fragmented plant market's slow shift online, where shipping live, full-sized plants (like 5 ft. Birds of Paradise) was logistically challenging; Mast developed pioneering packaging tech to enable direct greenhouse-to-door delivery.[1][4] Early traction came from this expertise, enabling consistent nationwide shipping even in winter, with rapid scaling including 4X growth in two years, team doubling, and expansions into outdoor plants and bloom kits.[3][4]
Bloomscape rides the surge in direct-to-consumer (DTC) e-commerce for home goods and biophilic design, fueled by post-pandemic demand for indoor greenery, wellness, and sustainable living amid urban isolation.[3][5] Timing aligns with the horticulture industry's online lag—despite fast growth, challenges in shipping live goods created an opportunity for tech-enabled logistics, positioning Bloomscape in the $11,250-item e-commerce and home goods sectors.[1][3] Michigan's floriculture heritage provides supply advantages, while its Detroit base taps industrial logistics savvy for scaling.[4] It influences the ecosystem by proving DTC viability for perishables, inspiring competitors like The Stem, and accelerating plant retail's digital shift with 4X early growth.[3]
Bloomscape's blend of heritage expertise and logistics innovation positions it for continued dominance in DTC plants as wellness trends, remote work, and climate-aware consumerism drive demand. Next steps likely include further product expansion (e.g., edibles, corporate gifting) and international scaling, leveraging its $22.5M funding war chest amid a ripe market for green home enhancements.[2][5][6] Evolving e-commerce tools and subscription models could boost retention, amplifying its role in making plant ownership accessible and tying back to its core mission of strengthening human-plant bonds.
Bloomscape has raised $25.0M in total across 3 funding rounds.
Bloomscape's investors include General Catalyst, BoxGroup, Founders Fund, K2 Global, Lakestar, Revolution, Tencent Holdings, Thrive Capital, Stanley Druckenmiller, Jeff Boyd, John Replogle, Robert Mylod Jr..