Floom, The Online Marketplace Receives $2.5M Seed

Floom, a London UK based digital marketplace which connects the independent florists with the customers across the globe has now secured $2.5 Million in the funding round of seed.

The round was led by the first Minute Capital, in collaboration with the Tom Singh, the Founder of New Look, Pembroke VCT, Wing Chan, CTO, digital experiences of The Hut Group and Carlos Morgado, Former CTO of Just Eat, who has also joined the Floom Board of Director.

The company as of now has a plans to use the fund to continue its expansion in the US market and develop its SaaS offering and to bring up its low-risk model to four new US cities and a new country by the first half of 2019.

The startup which is founded by a 31-year-old Entrepreneur Lana Elie in the year 2016, Floom provides up with a new technology platform that gives the florists a wide variety of tools and software to deliver and cater bouquets to a global network of customers in more than 125 countries.

The startup as of now works with the best florists in UK, LA and New York to offer the customers same day delivery.

Lana Elie started her career in the digital and fashion content, creating campaigns and apps for the brands such as the Diesel, Burberry, and Gucci before coming as the Head of Branded Content at I-D Magazine.

“We rely on a network [of florists], like many of the bigger competitors, so that we can offer same-day delivery without the risk of holding stock ourselves,” she tells me. “But instead of telling the florists what to create and what to hold in stock, we built them an Etsy-like UI to design and deliver beautifully crafted bouquets to our online communities themselves.”

“Customers receive more bouquet options, in more areas, by vetted florists, with the ultimate convenience of a seamless check-out and what everyone really wants: confirmation of safe receipt in their loved one’s hand,” explains Elie. “If the final product doesn’t match the picture, they get their money back, something that most competitors can’t offer, but we solved this by relying on the florists to generate the bouquet catalog themselves.”

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