Rosy times – Atlantic Ventures and Otto Capital back online flower shop Bloomy Days

Franziska von Hardenberg
Franziska von Hardenberg

Franziska von Hardenberg

Bloomy Days, the first online subscription flower service in Germany, now has a few new backers: Christophe Maire’s Atlantic Ventures and Ulrich Otto’s Otto Capital

The size of the funding round is small – a six-digit euro sum, led by Otto Capital – but it reflects an interesting trend towards creative, carefully-designed niche eCommerce players in Berlin, alongside peers such as Outfittery and Mornin’ Glory. The latter is also backed by Maire, who’s known in Berlin for his support of SoundCloud and EyeEm among many others, and his own company Txtr.

Bloomy Days

Founder Franziska Hardenberg spent three years working for Rocket Internet’s Zalando before starting her own company last year. It’s a pretty simple idea that still needs good logistics and marketing savvy to carry out. Bloomy Days’ customers subscribe online for €19.90 per delivery to get a different bunch of fresh flowers every Tuesday or Wednesday (or bi-weekly or monthly depending on the subscription).

In July, to get the company off the ground, Hardenberg managed to raise €100,000 from 175 investors in under two hours using German crowd-investing platform Seedmatch.

“In an established old-economy market worth billions, Bloomy Days… has created something new and shows great potential,” new investor Otto Capital said this week. “We especially like the combination of these two worlds.”

Right now we’re analysing other European markets,” Hardenberg said when asked about future plans. The company has also just opened a physical shop in Berlin-Mitte as a complement to its online service.

There’s some precedent over in the US with H.Bloom, founded in 2010 and now expanding nation-wide (it offers luxury bouquets starting at $45 rather than simple unbound flowers like Bloomy Days). Other flower delivery companies to have started up in Germany recently include Miflora and Blumeno. 


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