Floom set to blossom across the US as it raises £2m for international growth and new software services

Online flower delivery site Floom has raised £2m as it looks to expand across the US over the coming year.

The business, which was founded in 2016 by Lana Elie, connects independent flower shops with a system that allows them to sell bouquets online.

Likened to Just Eat, Floom has set up to offer same-day delivery in the UK, New York and Los Angeles.

The seed funding will allow it to expand into a further four cities in the US, and a third, as yet unnamed, country.

It will also help build a new software service for florists, allowing them to compete with larger players, Floom said.

“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,” chief executive Lana Elie said.

The company, which has increased revenues by over 460 per cent in the past year, raised the funds in a £2m round led by Firstminute Capital, with investors ranging from the founder of New Look to the former chief technical officer of Just Eat, Carlos Morgado, who also joins Floom’s board.

“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,” Elie said.

Morgado said: “I’m really looking forward to joining the board and working alongside Floom’s passionate team. Like them, I think floristry has huge digital potential, particularly as it’s a largely traditional marketplace.

“Floom is creating technology that perfectly complements the creative focus of independent florists, so I’m excited to be part of their transformation journey. I’m looking forward to finding another unicorn, this time among flowers.”