Bloom & Wild acquires Dutch floral company bloomon to create the largest online flower delivery service in Europe, enhancing market presence and operational synergies.

Target Information

The British online florist Bloom & Wild has acquired its Dutch counterpart, bloomon. Post-acquisition, both brands will continue to operate independently. bloomon holds a robust market position in the Benelux region and Denmark, while Bloom & Wild leads in the United Kingdom. Both companies are experiencing rapid growth in Germany. The merger results in the formation of the largest online flower delivery service in Europe, active across eight countries, and is expected to facilitate 8 million deliveries with an anticipated combined revenue of approximately €250 million for the current fiscal year.

Since their inception in 2013 and 2014, respectively, Bloom & Wild and bloomon have disrupted the floral industry through initiatives such as a short supply chain, direct collaboration with growers, eye-catching designs, and a unique product assortment. Sustainability is a core focus for both companies, with a goal of achieving a neutral environmental impact. Aron Gelbard, co-founder of Bloom & Wild, will maintain the role of CEO, while bloomon founders Bart Troost and Patrick Hurenkamp will serve as Chief International Officer and Chief Innovation Officer, respectively. Gelbard stated, “We are combining two players with a strong disruptive character and shared values. Both organizations aim to continuously enhance customer experience through the application of technology and data. With our expertise, experience, and network, we are well-equipped to strengthen our position as market leaders in Europe.”

Industry Overview

The online flower delivery industry in Europe has seen significant expansion in recent years, driven by changing consumer preferences and the increasing convenience of e-commerce platforms. With a growing emphasis on personalization and sustainability, co