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Based in London, UK, Floom operates an online curated marketplace and software platform that connects customers with independent florists for artisanal flower arrangements and same-day delivery. The company generates revenue through marketplace commissions on floral sales and subscription fees for its proprietary SaaS tools, which assist florists in managing orders and logistics. Prior to its institutional rounds, the enterprise raised £520,000 via crowdfunding in 2017, selling 20% equity to 300 individual investors while accumulating over 29,500 Instagram followers. The platform subsequently scaled to serve customers across 134 countries, reaching an estimated £5 million in turnover with a team of 14 employees. Floom later secured a $2.5 million seed funding round led by Firstminute Capital, alongside investments from Pembroke VCT, Tom Singh, and Carlos Morgado, to expand into the United States. The business was founded in 2016 by Lana Elie.
Floom has raised $3.4M across 2 funding rounds.
Floom has raised $3.4M in total across 2 funding rounds.
Floom has raised $3.4M in total across 2 funding rounds.
Floom's investors include 83North, Dutch Founders Fund, Rianta Capital.
Floom is a technology-driven online marketplace specializing in flower delivery, connecting customers with independent local florists in the UK and the US. It offers handcrafted bouquets for various occasions, emphasizing artisanal quality and local craftsmanship rather than mass-produced arrangements. The platform serves customers seeking unique, thoughtfully designed floral gifts and supports small florists by providing them with a digital storefront and tools to reach a broader audience. Floom also offers same-day and next-day delivery options, enhancing convenience while maintaining a focus on quality and personal touch. The company has demonstrated growth momentum by expanding its presence in major cities like New York and Los Angeles and was acquired in 2025 by BloomNation, a US-based florist technology platform, to further scale its reach and services[1][2][3].
Founded in 2016 by Lana Elie in London, Floom emerged from her frustration with traditional flower delivery services that often offered generic, impersonal bouquets. Lana, then 31, envisioned a curated marketplace that would showcase the creativity and skill of local independent florists, making it easier for customers to find and send beautiful, bespoke arrangements. Early traction came from successfully launching in the UK and expanding to the US market, particularly New York and LA, supported by seed funding led by Firstminute Capital and other notable investors. The company evolved from a simple marketplace to also providing florists with software tools to manage their businesses more efficiently, blending e-commerce with SaaS capabilities[2][4].
Floom rides the trend of digital transformation in traditional retail sectors, particularly the floral industry, which has historically been fragmented and reliant on outdated delivery models. The timing is favorable due to increasing consumer demand for local, artisanal products and seamless online shopping experiences. Market forces such as the rise of e-commerce, growing preference for sustainable and authentic goods, and the need for small businesses to digitize operations work in Floom’s favor. By combining a marketplace with SaaS tools for florists, Floom influences the broader ecosystem by empowering small floral businesses to compete with large incumbents and meet modern consumer expectations[2][3][4].
Looking ahead, Floom’s integration with BloomNation positions it well to expand its geographic footprint and deepen its technology offerings for florists. Trends shaping its journey include continued growth in online floral sales, increasing consumer preference for local and sustainable products, and further digitization of small business operations. Floom’s influence may evolve from a niche marketplace to a leading platform that not only connects customers with florists but also drives innovation in floral retail technology. Its commitment to craftsmanship and community suggests it will maintain a strong brand identity while scaling globally, potentially setting new standards for quality and service in the flower delivery market[1][4].
Floom has raised $3.4M across 2 funding rounds. Most recently, it raised $3.0M Seed in December 2018.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Dec 1, 2018 | $3M Seed | — | 83North, Dutch Founders Fund, Rianta Capital | Announced |
| Feb 1, 2016 | $420K Seed | — | 83North, Dutch Founders Fund, Rianta Capital | Announced |
