# Floom

> Floom is a curated flower-delivery marketplace that lets customers shop bouquets actually designed and uploaded by independent florists, filtered by delivery postcode. Founded by Lana Elie in London, it paired a consumer storefront with merchant tools and a commission model, expanded into the US, and was acquired by BloomNation in May 2025 after a difficult stretch that included widening losses and a search for strategic capital.

- **Founded:** 2015
- **Headquarters:** London, United Kingdom
- **Founders:** Lana Elie (Founder and CEO)
- **Team size:** Approximately 13 people in supplied data; LinkedIn lists 11-50 employees and displays 12 employees.
- **Products:** Curated flower marketplace, Florist merchant tools, Corporate flower gifting, Floom Collection, Plants and gift add-ons
- **Notable:** Expanded from London into New York and Los Angeles while retaining a curated independent-florist model., Reached customers ordering from 134 countries by 2019, according to MoneyWeek., Was reported to be approaching 250,000 customers in 2022.

## Products & services

- **Curated flower marketplace** — Postcode-based shopping for bouquets designed, uploaded and fulfilled by vetted independent florists, with same-day and next-day options where available.
- **Florist merchant tools** — Tools for partner florists to manage products, prices, stock, delivery zones and delivery days.
- **Corporate flower gifting** — Bespoke and repeat arrangements for offices, workplaces and client gifting across supported UK and US locations.
- **Floom Collection** — An in-house collection of flower and plant designs that partner florists can recreate, developed after lockdown photography challenges.
- **Plants and gift add-ons** — Same-day or scheduled plant delivery in eligible areas, plus chocolates, candles, vases, balloons and personal gift notes.

## Achievements

- Expanded from London into New York and Los Angeles while retaining a curated independent-florist model.
- Reached customers ordering from 134 countries by 2019, according to MoneyWeek.
- Was reported to be approaching 250,000 customers in 2022.
- Built a storefront that currently displays more than 20,000 customer reviews.
- Raised £520,000 from 343 Crowdcube investors in 2017.
- Was acquired by BloomNation in May 2025 as the buyer expanded into Europe.

## Latest updates

- **2024-05** — Floom partnered with Ceremonia on a Mother's Day box combining flowers and hair care.
- **2024-10** — Floom collaborated with MERIT Beauty on a bouquet tied to the Retrospect fragrance launch.
- **2025-05** — BloomNation acquired Floom for an undisclosed amount and said Floom would continue to operate independently.
- **2025-11** — Floom's UK FAQ listed a flat £9.99 delivery fee and continued same-day service in eligible areas.

## Links

- Website: https://floom.com
- LinkedIn: https://www.linkedin.com/company/floom
- Twitter/X: https://twitter.com/floomofficial
- Instagram: https://www.instagram.com/floomofficial/
- Facebook: https://www.facebook.com/FloomOfficial

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Profile page: https://yespress.io/floom
Published by YesPress — https://yespress.io
Last updated: 2026-08-22