Bloom & Wild acquires Dutch rival business as it surpasses £100m in sales

Bloom & Wild Bloomon
Bloom & Wild made just over £100 million in sales in the year ending March
// Bloom & Wild buys Dutch rival online flower delivery business Bloomon
// The combined business expects to ship over 8m plants and bouquets of flowers in the next year

Bloom & Wild has acquired Dutch rival online flower delivery business Bloomon for an undisclosed sum.

The combined business expects to ship more than eight million plants and bouquets of flowers in the next year in countries including Belgium, Denmark and Germany, and has forecast revenues to exceed £200 million.

Bloom & Wild made just over £100 million in sales in the year ending March, compared to £29 million two years earlier.


READ MORE: Brits sending flowers as “substitute hugs”, Bloom & Wild says


“This is a great deal for both companies, all team members and our customers. The acquisition delivers immediate scale across Europe and provides new and exciting opportunities for all staff from both businesses, who will be retained to drive ambitious growth across the continent,” Bloomon chief executive Bart Troost said.

“The entire management team is fully committed and invested in the long term success of the enlarged business and we are thrilled to invest in both brands as we accelerate our plans for European expansion.”

Troost will report directly to Bloom & Wild chief executive Aron Gelbard, who will be chief executive of the enlarged business.

“The deal offers substantial performance benefits spanning the whole business from new supplier relationships, best practice in fulfilment centres and the sharing of technology,” Troost said.

Bloom & Wild and Bloomon have both focused on building user friendly websites and apps that use customer data to personalise the shopping experience.

Bloomon, which was founded in Amsterdam in 2014, was originally a flower subscription business that has now expanded into one-off deliveries.

In January, Bloom & Wild raised £75 million, taking its total equity raised to £96 million. Shareholders include Index Ventures and General Catalyst.

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