US: New startup connects consumer directly to grower

Cut out the middleman and connect the consumer directly to the grower. That is the aim of LeBlum, a new startup that has been launched by Sarah Corrigan in January 2016. "It is actually a digitalized version of the wholesale market", she told Fortune.

Here’s how it works: The company curates what flowers are currently available at the New York City flower market from 6 a.m. to 3 p.m. When the consumer places an order and the vendor accepts, a courier gets sent to the vendors and brings the flowers directly to you. Unlike other flower companies that hold inventory and do arranging and fancy packaging, LeBlum flowers are wrapped in plain brown paper and sent “raw” directly from vendors at the wholesale flower market. In other words, it’s up to the consumer to de-thorn, clean and cut stems. Corrigan says this allows her to sell flowers at a price that’s typically lower than the standard brick and mortar shop. The average bouquet retails around $35 to $45.

The service is only available in New York City right now, but they are planning to go nationally in January. "We are currently working on adding a geo location feature. It will pick up where you are and connect you to the vendors in your area. When this feature is ready, we can go and deliver national", says Corrigan.

Corrigan joined Fortune for a new weekly series called Founder Friday. Watch this video to hear more of her insights on fundraising and expanding into new markets.

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