Floom, a London, UK-based digital marketplace that connects independent florists with customers across the world, raised £2m (US $2.5m) in seed funding.
The round was led by firstminute capital, with participation from 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).
The company intends to use the funds to continue its US expansion and develop its SaaS offering and to bring its low-risk model to four new US cities and a new country in 2019.
Founded by 31-year-old entrepreneur Lana Elie in 2016, Floom provides a technology platform that gives florists the software and tools to create and deliver crafted bouquets to a global network of customers in 125+ countries.
The company’s Software as a Service (SaaS) will give independent florists the features they need to reach customers, from inventory management and a wholesale shop, to website builders and POS systems – as well as preparing for seasonal peaks with trend data e.g. Valentine’s Day and Mother’s Day.
The startup now works with the best florists in the UK, New York and LA to offer customers same-day delivery.
Lana Elie started her career in fashion and digital content, creating apps and campaigns for brands such as Burberry, Diesel and Gucci, before becoming Head of Branded Content at i-D magazine.