A UK online flower gifting brand that invented 'letterbox flowers', founded in 2013 in London.
Bloom & Wild is an online flower gifting brand. It is best known for letterbox flowers: slim boxes sized to fit through most letterboxes, so recipients do not need to be home. Flowers are sourced direct from growers and sent in bud, in protective casing, so they open over time and last longer. It also sells statement hand-tied bouquets, a Florist's Pick range, plants, Christmas trees and a flower subscription. Subscribers can choose their next bouquet, and the company also publishes video how-to content on arranging flowers at home.
The company was founded in 2013 by Aron Gelbard and Ben Stanway. The founding story says Aron measured London letterboxes to work out how flowers could fit through them. Aron is the chief executive and has said the goal is to be "the world's most loved flower gifting brand."
In a 2020 interview, a company marketing director set out its mission: "to make sending and receiving flowers the joy that it should be." The company describes its core values as care and being customer-first, and calls itself a digitally native brand. A team of florists designs the bouquets. These are the company's own descriptions. By its 2020 account, its Instagram flower-arranging sessions had been viewed over 110,000 times, it had almost 60,000 five-star reviews, and over 25,000 key workers were nominated for free bouquets. It describes most of its customers as people buying for friends and family, with a growing number buying for themselves.
It operates in the UK, where it reported delivering 7 million bouquets to 2.5 million UK customers by 2020, and in Ireland, Germany and France. It later bought the Dutch brand Bloomon and French brand Bergamotte. It has also appeared in a Sainsbury's launch, its first permanent physical presence at the time. We did not find a published head office address, although the founding story is set in London.
In 2020 the company ran an Our Florist's Pick range, giving 15% of profits to the National Emergencies Trust, offered discounts to frontline workers and gave weekly bouquets to key workers nominated by the public. These are examples of how the brand tries to put care into practice. Jobs in a business like this include florist design, customer care, logistics and supply, marketing and technology.
Website: www.bloomandwild.com
PURPOSE helps school and university students explore 62 sectors and over 1,000 entry-level careers in the UK, then connects them directly with employers.
Explore PURPOSE