Online florist Floom has raised nearly £600,000 via a crowdfunding campaign.
Launched in February 2016 by current CEO Lana Elie, Floom exceeded its funding target by 29%, closing the campaign before its deadline with a total of £580,000 in investments. The second round was organised via Crowdcube.
New investors include Ian Hurlock Jones (former CTO of Bigfish Games), Greg Stogdon (SVP Creative of Burberry) and Giles Thorley (Chief Executive at Finance Wales and an original Deliveroo investor).
The initial investment came from New Look founder Tom Singh and Munoz Group (Owner of MM Flowers, Europe’s biggest flower suppliers).
Both invested again in the second round and Elie, commenting on the fact that they extended this round so more investors could be involved, said it was: “…an easy decision to make. As well as introducing Floom to an engaged audience of discerning, savvy investors, it was very much in keeping with the spirit of Floom – we want as many people as possible to share in what we’re doing, whether as a thriving partner florist, thrilled customer or an energised investor.”
Originally launching in London only, Floom has since expanded to 12 locations around the country and begun offering its first nationwide bouquets. Clients include Conde Nast, Ogilvy, Frieze, Asos, Kiehl’s and Lindt with press coverage in The Telegraph, The Sunday Times, Wallpaper*, i-D, Business Insider, The Guardian and TimeOut.