Startup of the Week: Floom

  • Launched in 2016, Floom is an online floristry based in London
  • Floom offers beautiful, unique bouquets from a selection of independent florists
  • Floom was launched in 2016 and in 2018 raised $2.5 million in a seed funding round to develop its software offering.  

Founder Lana Elie came up with the idea for Floom during her job as an Executive PA, frustrated at the difficulties of finding convenient, great-looking floral arrangements. In February 2016, Lana launched Floom with the help of her team, and have been revolutionising the way people send flowers ever since.



The start-up’s hand-selected florists create their very own floral arrangements, which they then upload onto the Floom website for customers in their local area to browse. Customers simply have to type in a delivery postcode and search through the selection of bespoke floral arrangements available in their area.

Floom opens customers up to a range of uniquely designed floral arrangements created from local artisanal florists.  They’re available both in the UK and the US with same-day delivery to such major areas as London, Edinburgh and Bristol as well as New York, Los Angeles and Chicago.

Whilst initially a marketplace for stunning floral arrangements, Floom also delivers groceries and hampers, and is still delivering contact-free amidst COVID-19. In December 2018, Floom raised $2.5 million in seed funding to help make further developments to its software offering.

Founder Lana says that Floom isn’t just a service for flower delivery, but also a tech company, the platform providing software to help florists to both reach and manage a wider online consumer audience whilst also making local artisanal flowers more accessible to customers.