Bloom & Wild aims to woo Europe with letterbox flowers, following £15m investment

Bloom & Wild wants to deliver flowers through letterboxes across Europe

Bloom & Wild will expand into new European markets following a £15m fundraiser led by private equity house Piper.


The online flower gifting brand aims to become the UK market leader and continue expanding in new and existing European markets.

The latest fundraiser will also help the company invest in technology and staff.

Founded in 2013, the company has shipped over 50m flowers in the UK, France and Germany.

It has doubled revenue since 2016, and expects to do so again this year.


Piper’s recently closed £125m sixth fund invested £11m into the company. It was joined by MMC Ventures, Burda Principal Investments and existing angel investors.

Bloom & Wild ships flowers in slim boxes designed to fit through letterboxes.

The flowers are sent in bud, and bloom after arrival.

The company aims to become “the world’s most loved flower-gifting brand, both in the UK and Europe,” founder Aron Gelbard said.

Jax Unsworth of Piper said: “The global flower gifting market is ripe for disruption and we believe Bloom & Wild’s proposition ticks all the boxes for both gifters and receivers.”

He continued to say the company has built an “outstanding senior management team to propel the business through the next stage of growth and ensure the brand continues to be market leading on all fronts.”

The European fresh-cut flower market is estimated to turn over £14bn.

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