British online florist acquires Dutch competitor bloomon


The British online florist Bloom & Wild is taking over its Dutch peer bloomon. Both brands will continue to exist separately and, together, they form the largest e-commerce player in the European flower and houseplant market.



Bloom & Wild has a strong market position in the United Kingdom, while bloomon is particularly strong in the Benelux countries and Denmark. Together, they operate in eight countries: Belgium, Denmark, Germany, France, Ireland, the Netherlands, Austria and the United Kingdom. Aron Gelbard, co-founder of Bloom & Wild, will remain CEO of the newly formed group, while bloomon founders Bart Troost and Patrick Hurenkamp (photo) will become Chief International Officer and Chief Innovation Officer, respectively.


According to Troost, both companies are highly complementary, both in terms of geographical presence and when it comes to products and services. "For example, bloomon has a lot of experience with a subscription model and customers buying flowers for themselves, while Bloom & Wild excels with a wide gift range as well as loose sales and a strong app. By exchanging expertise, relationships with growers and logistics technology, we will strengthen each other across the board," he says.


In the current financial year, both partners hope to realise a joint turnover of approximately 250 million euros. At the start of this year, Bloom & Wild raised 75 million pounds (87 million euros) of fresh capital. Both bloomon and Bloom & Wild have been profitable for some time.