BloomNation Acquires Floom, Expanding Reach and Support for Independent Florists Globally
- May 20, 2025
Photo description: Farbod Shoraka, Co-Founder & CEO of BloomNation, and Lana Elie, Founder & CEO of Floom.
PRESS RELEASE
BloomNation Acquires Floom, Expanding Reach and Support for Independent Florists Globally
Los Angeles, CA – 20 May 2025 — BloomNation, the leading floral technology platform empowering local florists across the U.S. and Canada, proudly announces its acquisition of Floom, a premium online marketplace known for connecting customers with local independent florists in the U.S. and the UK. This strategic move marks BloomNation’s expansion into the European market and reinforces its commitment to supporting local florists worldwide.
Founded in 2016 by Lana Elie, Floom has established itself as a premier destination for customers seeking unique, handcrafted floral arrangements delivered by local artisans. Through its marketplace, Floom offers same-day and next-day delivery services, ensuring that each bouquet reflects the creativity and passion of its local florist partners.
The acquisition will integrate Floom’s UK-based marketplace with BloomNation’s comprehensive suite of services, including custom website creation, point-of-sale system, and marketing tools. Floom will continue to operate independently, while florists across both platforms will benefit from expanded support, increased visibility, and access to a broader customer base in North America and Europe.
“Floom has been my baby for nearly a decade,” said Lana Elie, Founder & CEO of Floom.
“Building it from the ground up has been the most rewarding experience of my life. I always said I wouldn’t let it go unless it was to people who truly understood what we were fighting for—independent florists. No one gets that like BloomNation. They’ve built their business championing the same community, and I’m proud to pass the torch to a team I trust to take Floom—and its florists—even further.”
“The Floom acquisition is a mission-defining moment for BloomNation,” said Farbod Shoraka, CEO and Co-founder of BloomNation.
“Thirteen years ago, we launched BloomNation with a simple goal: to disrupt the floral industry and create the best florist-first platform—one that empowers small business owners to drive sales both online and in-store.
Today, our commitment to supporting independent florists through innovation is stronger than ever. We continue to reinvest in intuitive, cost-effective tools that dramatically improve the end-to-end experience for our partners, without the exorbitant fees.
Acquiring Floom enables us to expand our reach and product offering, allowing customers to shop locally in the U.S. or the UK.As a company, we are dedicated to building technology that delivers real value—because we believe florists should focus on bringing joy and beauty to the world, and we’ll take care of the rest. We are savouring this meaningful moment, and we’re humbled to continue championing florists on a global scale.”
As BloomNation and Floom unite, customers can look forward to an expanded selection of unique floral designs, seamless ordering experiences, and continued support for local florists.
About BloomNation
BloomNation is the leading florist-first platform designed to empower local florists with cutting-edge e-commerce tools, an advanced point-of-sale system, powerful marketing services, and business solutions that increase sales, streamline operations, and build lasting customer relationships.
www.bloomnation.com
About Floom
Floom is an online marketplace that connects customers with local independent florists in the U.S. and the UK. Founded in 2016, Floom offers a curated selection of unique, handcrafted floral arrangements, delivered with care and creativity. By championing local artisans, Floom brings the joy of personalised floral experiences to customers around the world.
www.floom.com
Media Contact:
Sonia Maslovskaya
Head of Marketing
sonia.maslovskaya@bloomnation.com
BloomNation
+1 424-781-2767
