London’s online florist Bloom & Wild acquires their Dutch rival bloomon

Bloom & Wild, a London-based online flower delivery and gifting platform has acquired the entire share capital of bloomon, a Netherlands-based competitor, for an undisclosed sum. 

Post the acquisition, Bloom & Wild has become the largest online operator in the region’s £22 billion flowers and house plant market by a number of deliveries.

“This is a great deal for both companies, all team members and our customers. The acquisition delivers immediate scale across Europe and provides new and exciting opportunities for all staff from both businesses, who will be retained to drive ambitious growth across the continent. The entire management team is fully committed and invested in the long term success of the enlarged business and we are thrilled to invest in both brands as we accelerate our plans for European expansion,” said Bart Troost, CEO of bloomon, who will take up the new role of Chief International Officer.

Patrick Hurenkamp will retain his current position as Chief Innovation Officer and alongside Troost will report directly to Aron Gelbard who will be CEO of the enlarged business.

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