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Former Google employees seek to disrupt flower delivery market

At first glance it might appear that Killian Lannen and Nicholas Jensen are mad to be starting a new flower delivery business with a Goliath like Interflora already in situ. But the founders have identified two compelling reasons to take on the floral giant. The first is a recent trend in successful floral start-ups in the United States. The second is that they see shortcomings in the Interflora model as presenting opportunities for them.

People have been using technology to send flowers since the early 1900s. Back then it was by telegraph which led to the slogan “flowers by wire”. This was also the era when the foundations were laid for what has become Interflora, a huge business with 58,000 florists delivering to 140 countries.

Bloom Magic’s technology is an online ordering platform and it’s not yet three months old. However, like their former employer Google, these partners think big and see the ultimate prize as a nice slice of the US market.

“The traditional flower industry is suffering from brand decay,” says Jensen. “It hasn’t really updated its offering in 80 years and it’s operating on legacy not innovation. It’s ripe for disruption.”

Read more at The Irish Times
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