BloomNation acquires online marketplace Floom

BloomNation has acquired Floom, an online marketplace known for connecting customers with local independent florists in the U.S. and the UK.

Founded in 2016 by Lana Elie, Floom has established itself as a destination for customers seeking 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.

Farbod Shoraka, Co-Founder & CEO of BloomNation, and Lana Elie, Founder & CEO of Floom

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. 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."