Florismart to raise £2.5m to bring a wider range of cut flowers to UK retail

Florismart, a London-based online marketplace for professional florists throughout Europe, is raising a £2.5m funding round.

The round is being led by Beaubridge, an independently-owned and managed private equity firm, which made the EIS investment via CoInvestor. In conjunction with it, Abraham Wijnperle joined as chairman of the board of Florismart. The round is still open on the CoInvestor platform.

This round of funding will allow Florismart to develop the business faster.

Chief executive Steve France runs Florismart, which operates a B2B marketplace for professional florists that brings together exporters, wholesalers, and growers – all on one platform. The platform offers florists the opportunity to have more choice, saving on cost of goods, and the ability to order in advance.

Over past 16 months, the company has opened over 850 florists accounts, of which 30% are actively buying on a regular basis. It is experiencing double digit growth month-on-month.

France said Florismart will turnover a record £1m this week, in the run up to Mothering Sunday, up from £200,000 last year. It will sell to 600 florists and 5% of sales will be British flowers such as daffodils and tulips.

He added that in summer 15-20% of sales will be British flowers, through the FloraBritain group of growers, which includes Sue Lamb, Collison and other larger Lincolnshire growers.

France, who previously worked with Moonpig and Lakeland and ran his own online floristry business before setting up Florismart two years ago, said he wants to bring in more growers, such as Flowers from the Farm, particularly as demand from florists for vintage wedding flowers is strong.

He said the "vast majority of buyers are Dutch so the "vast majority" of the 7,500 UK florists sell Dutch flowers because that is what is made available to them.

France said growers such as Lambs sell direct to supermarkets but FloraBritain and Florismart gives the chance to sell to a wider range of retailers, who like to sell a wider range of flowers than bigger retailers.

He says logistics has always been a problem for UK growers so he has 80 vans using hubs at Northampton, Taunton, Hull, Glasgow and Ashford to collect British flowers and deliver to florists overnight.

France said a £300m a year business includes only 1% British flowers but if it can get to 10-20% it would be great for UK growers. 

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Pest & Disease Management - Adjuvants

Pest & Disease Management - Adjuvants

Adjuvants are substances that can be added to the spray tank to modify a pesticide and/or spray mixture's performance.



These long-flowering thistle-like daisies are well worth a go for consistent interest in the border, writes Miranda Kimberley.

Show Preview: HTA National Plant Show 2017

Show Preview: HTA National Plant Show 2017

Leading British growers will be showcasing their latest offerings at this year's trade plant show at Stoneleigh Park, writes Matthew Appleby.

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

At the time of writing - a few days after the general election - sterling has weakened and we still have no idea of what Brexit means.

Seabrook On... Refocus needed at Chelsea

Seabrook On... Refocus needed at Chelsea

The president of the RHS was wise to avoid the traditional comment at the Monday lunch that "this is the best Chelsea show ever".

Editorial ... Garden industry prospects and election pledges

Editorial ... Garden industry prospects and election pledges

After a disappointing rain-hit May, the garden industry will be heading into this weekend's second key bank holiday period buoyed by better weather - and a final boost for sales from publicity surrounding the RHS Chelsea Flower Show.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.