Flowerbx

Founded: 2015
Founder: Whitney Bromberg Hawkings, Adam Wilkie
Headquarters: 42 Gorst Rd, London, Greater London, NW10 6LD, United Kingdom
Phone: +44 208 1066 919
Number of employees: 25
Website: www.flowerbx.com

Overview

Flowerbx, founded in 2015, is a London-based company specializing in online floral services. The company was created by Whitney Bromberg Hawkings, former Senior Vice President of Communications at fashion house Tom Ford, and Adam Wilkie, who also worked at Tom Ford in the PR department. The duo aimed to bring a fresh approach to the traditional floral industry by offering a streamlined, online platform for customers to purchase luxury flowers directly from the growers.

Product Offering

The primary product offering from Flowerbx consists of fresh-cut flowers, plants, and accessories, sourced directly from growers in the Netherlands and other locations around the world. The company offers a wide range of flowers, including roses, lilies, tulips, and orchids, among others. Flowerbx’s curated selections cater to various occasions such as weddings, birthdays, corporate events, and other celebrations.

In addition to fresh-cut flowers, the company offers potted plants, vases, and other accessories to complement its floral offerings. Flowerbx.com also provides flower subscriptions, allowing customers to have fresh flowers delivered to their homes or offices regularly.

Personalization and DIY Appeal

Flowerbx offers personalization and DIY appeal through its unique approach to the floral buying process. Unlike traditional florists that offer pre-designed arrangements, Flowerbx allows customers to purchase single variety flowers in bulk, which they can then arrange themselves or have the company’s expert florists create custom arrangements. This model allows customers to have greater control over the final look of their floral arrangements while also reducing waste associated with unsold arrangements.

By focusing on single variety flowers and custom arrangements, Flowerbx empowers customers to express their creativity and individuality through their floral choices. This approach caters to the growing demand for personalized and DIY experiences in various industries, including the floral market. The company’s emphasis on customization and personalization has resonated with consumers who appreciate the ability to create unique, personalized arrangements for various occasions.

Funding Rounds

Flowerbx has raised multiple funding rounds to fuel its growth and expansion. In November 2016, the company raised £1.5 million in a seed funding round led by MMC Ventures, with participation from various angel investors. The funds were primarily used to expand its product offerings, improve technology, and grow the team.

In July 2018, Flowerbx closed a £4.7 million Series A funding round, led by Stride.VC, with participation from existing investors MMC Ventures and several individual investors. The funds were used to expand its international presence, enhance customer experience, and further develop its supply chain.

Collaboration and Partnerships

Flowerbx has formed various partnerships throughout its history to enhance its brand and expand its reach. Flowerbx has indeed collaborated and partnered with high-profile brands in the fashion industry. Some notable collaborations and partnerships include:

Burberry: In 2018, Flowerbx collaborated with iconic British fashion brand Burberry for a Valentine’s Day campaign. As part of the collaboration, Flowerbx.com created exclusive floral arrangements using the signature Burberry check pattern.

Alexander McQueen: In 2019, Flowerbx partnered with luxury fashion house Alexander McQueen to create a special collection of flowers inspired by the fashion brand’s seasonal designs. The collaboration aimed to combine the worlds of fashion and floristry, offering unique floral arrangements that complemented the fashion brand’s aesthetic.

Additionally, Flowerbx has worked with luxury hotels such as The Connaught in London and Claridge’s, providing exclusive floral arrangements for their guests and events. These collaborations and partnerships have helped elevate the perception of flowers as a luxury item and align them with the worlds of fashion and design, thereby increasing the brand’s appeal to an elite clientele.

Awards and Recognition

Flowerbx has received various awards and accolades for its innovative approach to the floral industry and commitment to quality. In 2017, the company was named “Best Online Florist” by British Vogue, which praised its simple, elegant designs and user-friendly online platform. In 2018, Flowerbx was awarded the Walpole Brands of Tomorrow award, which recognizes promising British luxury brands with strong growth potential. This prestigious recognition further cemented the company’s reputation as a leader in the luxury floral market.

The company has also been featured in several prominent publications, including Harper’s Bazaar, Elle Decoration, and The Telegraph, which have highlighted Flowerbx’s fresh approach to floristry, high-quality product offerings, and exceptional customer service. These features have helped to raise the company’s profile and attract a loyal customer base.

Impact on the Floral Industry

Since its inception, Flowerbx has had a significant impact on the floral industry, particularly in the online sector. Its innovative business model, which focuses on cutting out the middleman by sourcing flowers directly from growers, has helped to create a more transparent supply chain and reduce waste. This approach has resulted in fresher, longer-lasting flowers for customers and enabled the company to offer competitive pricing.

Flowerbx’s direct-to-grower business model is inherently more sustainable than traditional flower supply chains, as it shortens the path from grower to consumer, reducing waste and the carbon footprint associated with transportation and storage. This model indicates a commitment to sustainability by streamlining the supply chain and prioritizing freshness and quality for their customers.

In conclusion, Flowerbx.com has made a significant impact on the floral industry since its founding in 2015. Its innovative business model, unique product offerings, and high-profile partnerships have helped to redefine the online floral market, positioning the company as a leader in the luxury flower sector. With its acquisition by Bloom & Wild in 2021, Flowerbx.com is poised to continue expanding its reach and influence in the years to come.

Disclaimer: Please note that the names and positions of employees mentioned may be subject to change, as individuals may move to different roles or organizations. While we make every effort to keep our information accurate and up-to-date, we cannot guarantee that all employee details are current or complete. We encourage you to verify the identity and positions of any individual mentioned and check their Linkedin Profile before taking any action based on their role.