BloomNation

BloomNation is an American e-commerce company operating an online floral marketplace and a commerce platform for independent florists. Consumers browse and order hand-designed arrangements photographed by the florists themselves — stock catalog images are not permitted — with same-day and next-day delivery, scheduled delivery, occasion-based collections (birthday, sympathy, anniversary, get well), and delivery to residences, hospitals, offices and funeral homes. Order confirmation includes "BloomSnap," a photo of the finished arrangement sent to the buyer, and customers can attach a recorded video card message at checkout. Payment options include major credit cards, Apple Pay, Google Pay, Amazon Pay, AfterPay and e-check.

On the merchant side, BloomNation sells florists a bundled product set: custom-designed e-commerce websites, a cloud-based point-of-sale system (order and payment management, refunds, delivery route optimization, house accounts, invoices and proposals, reporting and analytics, customizable tickets, optional hardware such as card readers, cash registers, printers and iPads), automated marketing (twice-weekly email campaigns, SMS, roughly 300 social posts per year on Facebook and Instagram, on-demand search engine marketing, occasion reminders), review management across Google, Yelp and Facebook, onboarding/data migration, business insurance, and an on-demand financing program available to partners after a period on the platform. A florist-to-florist referral network lets partner shops exchange wire-style orders. The company positions the offering as a way for shops to reduce reliance on traditional wire services.

The company is described on its own site as part of the Promenade Group; the marketplace also lists a UK flower delivery destination following the 2025 acquisition of Floom.

Founding story

The concept for a florist marketplace came from Farbod Shoraka after hearing about the business struggles of his aunt, a local florist. Shoraka, Gregg Weisstein and David Daneshgar developed the business plan at the University of Chicago Booth School of Business, where it won the university's New Venture Challenge. Initial seed capital came from Daneshgar, a former World Series of Poker champion, who won a two-day poker tournament in Los Angeles (reported as an all-in on a roughly $30,000 pot at the Commerce Casino in 2011); the winnings funded a beta version of the marketplace and proof of concept.

Business model

Two-sided: a consumer marketplace where shoppers order directly from participating local florists, and a subscription-style SaaS/services bundle sold to florists (website, POS, marketing, reviews, insurance, financing). The company states it removes the middleman and does not charge the high commission fees associated with wire services; marketplace access is described as complimentary for platform partners. A florist-to-florist referral network splits revenue on transferred orders.

Revenue is derived from florist partners who subscribe to the platform's website, point-of-sale and marketing services, plus order flow through the marketplace and referral network; the company markets itself on avoiding "exorbitant fees" and high commissions charged by wire services. Sources do not disclose pricing or revenue figures.

Traction

Reported network of about 3,500 florists delivering to nearly 5,000 cities in the U.S., with 65 employees. Press cited on the company site reports more than $7 million raised from venture investors. Partner testimonials describe web business growing to 25-30% of one shop's overall business and a 60%+ revenue increase for another after joining in January 2021; the company claims a 10% revenue boost from its included email marketing. The site lists media coverage in Forbes, Time, The New York Times, HGTV, The Today Show and Vogue.

Latest developments

In May 2025 BloomNation acquired Floom, a UK- and US-focused marketplace for independent florists founded in 2016 by Lana Elie, extending BloomNation into the European market while Floom continues to operate independently. Recent newsroom items also cover the launch of a Weddings & Events solution for wedding and event florists and Lili, an AI-powered assistant, alongside 2025 partnership programs for wholesalers, growers, suppliers and affiliates.