Floom raises £2m and eyes US expansion

Floom raises £2m and eyes US expansion

Floom, a technology platform and marketplace for florists, has raised £2 million in a seed funding round led by firstminute capital. It will use the cash to continue its US expansion and develop its tech.

Other investors included 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 also joins Floom’s board. 

Lana Elie, Founder and CEO of Floom, says: “Achieving this seed funding is a huge achievement for us, and we’re delighted to get backing from so many experts in building tech-backed lifestyle brands. 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.” 

“After finding product/market fit with its B2C marketplace, Floom is now perfectly positioned to act on Lana's vision and build their B2B SaaS solution for its florist partners. Lana’s business model is a prime example of a “market network”; combining a marketplace, a direct network, and the lucrative revenue model and stickiness of SaaS,” aq1ys Henry Lane Fox, lead investor from firstminute capital.

“With her relentlessness and ability to speak the language of wholesalers, florists and end consumers alike, we believe Lana will put her mark not only on the cut flower market, but the industry as a whole.”

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