Gather Flora

Gather Flora operates an online marketplace and software platform that connects flower farms with florists on a regional basis, intended to provide the volume, selection and convenience that the floral trade typically obtains from imported flowers. Farms use the platform to streamline order management and reach more buyers, while florists can source from multiple local farms through a single website, manage orders in one place, and collect them from pre-designated pickup points such as the company's market stalls.

The company combines the digital platform with physical wholesale presence: it opened a stall at the San Francisco Flower Mart in April 2021 alongside more than 50 other vendors, offering specialty blooms from growers including Bluma Farm, Feral Flora Farm, Studdert Family Farm, Front Porch Farm, Alcott Botanicals and Do Right Flower Farm. Stated goals of the model include correcting sourcing inefficiencies, providing product traceability, reducing the industry's carbon footprint and supporting local, seasonal flowers. Third-party business directories classify Gather Flora under software publishing (NAICS 5112) and software development.

Founding story

Founder Hannah Brannan, a software engineer who previously worked in Silicon Valley, developed the concept after conversations with Northern California flower growers and florists surfaced a recurring problem: small farms lacked the resources to consistently sell and market themselves, while locally-minded florists lacked the bandwidth to research farms, manage multiple ordering processes and travel to several pickup locations each week. Her interest in seasonal flowers traces to gardening with her grandmother in San Marcos, Texas. She describes the company as merging flowers and software to address challenges common to both farmers and florists.

Business model

Gather Flora runs a two-sided marketplace between flower farms and florists, combining a web ordering platform with wholesale market stalls that serve as pickup locations for florist orders. Farms list and sell through the platform; florists consolidate purchases across multiple local farms in a single order flow.

Traction

The founder reported that, since opening at the San Francisco Flower Mart in April 2021, the company had generated hundreds of thousands of dollars in local flower sales for its community. A third-party directory estimates annual revenue in the $1M-$10M range and approximately five employees as of August 2026.

Latest developments

In February 2022 Gather Flora announced a Los Angeles expansion at the Southern California Flower Market, supported by a crowdfunding campaign. Industry press dated March 2023 referenced a Microwd crowdfunding campaign for Gather Flora Inc.