Floom set to sprout across the US with £2M funding round

Floom, the London-based digital marketplace for florists, has raised £2 million in a funding round led by firstminute capital. The startup plans to use the money to expand across the US and into a new, as yet undisclosed country.

firstminute capital’s $100m seed fund is backed by 30 unicorn founders and global strategics. Its portfolio includes Heist Tights and Kukua. Floom’s additional investors include Tom Singh, founder of fashion chain New Look, and Carlos Morgado, formerly of Just Eat.

Floom touts its business model as highly scalable, low-risk and requiring virtually no local infrastructure. Described as the Just Eat of the floristry world, the site offers same-day delivery from a range of local businesses.

The team is currently working on a fully vertical software service that will help independent businesses to compete with the industry’s giants. The service will include inventory, point of sale, trend data and delivery tracking.

“We’re really excited about developing the technology required to help not only independent florists, but also eventually other hyper-local businesses, thrive in the modern economy,” said founder Lana Elie.

The 31-year-old entrepreneur started Floom in 2016 after cutting her teeth on the likes of Burberry, Gucci and i-D. A life-long love of flowers combined with a desire to find and support under-the-radar businesses had led her to the idea.

Carlos Morgado, former CTO of Just Eat, is joining Floom’s board as part of the deal. He said: “I’m really looking forward to joining the board and working alongside Floom’s passionate team. Like them, I think floristry has huge digital potential, particularly as it’s a largely traditional marketplace.”

“Floom is creating technology that perfectly complements the creative focus of independent florists, so I’m excited to be part of their transformation journey. I’m looking forward to finding another unicorn, this time among flowers.”

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