In bloom

As an online marketplace with a strong focus on editorial content, Floom is poised to become the Farfetch of floristry. The website, which seeks to simplify the process of ordering flowers online, brings the cream of the capital’s boutique florists under one digital roof. 

Floom works with independents rather than wholesalers to offer customers a wide selection of seasonal bouquets and ensure its supply chain is open and transparent.

‘I guess the obvious inspiration was my personal love of plants and flowers, and how disappointing it was to browse the other big online florists out there,’ explains founder Lana Elie. ‘I wanted to build an offering that enabled people to send flowers they were proud of and that felt so seamless it was almost app-like.’