British Bloom & Wild Takes Over Dutch bloomon

Two strong brands in one company creating designs for Mother's Day

By: THURSD. | 22-04-2021 | 4 min read

22 April was a very exciting day for the British online florist Bloom & Wild: they have taken over the Dutch company bloomon. Eight years since the founders Aron Gelbard and Ben Stanway packed the first flowers to send through the post, Bloom & Wild is thrilled to share this big news. Since both brands have a strong market position, they will both continue to exist.

bloomon's biggest market is Benelux and Denmark. Bloom & Wild, the United Kingdom. Both florists are growing fast in Germany. Bloom & Wild and bloomon merging together is a huge step to build the largest and most loved European online floral business - active in eight countries - delivering flowers and indoor plants.



Bloom & Wild and bloomon

A Few weeks after the takeover, Mother's Day is coming. Both Brands are keeping their own look & feel. This joint venture should give a turnover of 250 million euros by the end of March 2022.



Bloom & Wild

Peony season is back! And it comes with magical gifts right in time for Mother’s Day. Whether it’s celebrating mum, someone who’s always been like a mum, or those taking on the pressures of being a new mum in a strange world - they deserve thanks for everything they do and for all that they are.

Peonies make the perfect gift and they’re just what’s needed to breathe new life back into the same four walls and give everyone a much-needed dose of escapism. These mood-lifting-bloom-bursting magical fluffy flowers are back just in time for Mother's Day on the 9th of May, with a season from the end of April through to the end of June.




bloomon's Mother's Day gifts 'not just for anyone' Dreamy field bouquets, flamboyant statement designs, and luxurious dried flowers bloomon is launching an exclusive collection especially for Mother's Day: no standard bouquets, but carefully composed floral designs. The collection consists of dreamy field bouquets, flamboyant statement designs, and luxurious dried flowers on a pedestal. The masterpiece of the collection is the Mother's Day Edition.

Art Director Ferdinand Belfor:

"With this Mother's Day collection, we want to stimulate people to look beyond the standard Mother's Day bouquet. Why 'just' give flowers when she earns more? Each design from our collection has a uniquely feminine touch and is not just for anyone: we have selected the most beautiful flowers with powerful, round shapes, in dazzling pink tones. In addition to the classic Mother's Day favorites such as the peony and Delphinium, real style icons are also featured, such as the elegant orchid. The exception for the exceptional."



The Mother's Day Edition

The Mother's Day Edition is the masterpiece of the Mother's Day collection. For this bouquet, we carefully selected the most beautiful flowers with strong, round shapes in gorgeous pink hues. Luxurious roses, the best peonies, dreamy Delphiniums, elegant plumes, and the beloved orchid: the exceptional for the exceptional. € 49.95 Complete your gift with our exclusive ‘flow' ceramic vase in a warm blush shade - especially designed and made by bloomon for this bouquet. All prices and possible delivery dates are listed at



Big Steps and Future Goals

Since their founding in 2013 and 2014 respectively, Bloom & Wild and Bloomon have taken big steps in the floral industry. Their marketing is exquisite. Aron Gelbard, Bloom & Wild's co-founder, will remain CEO, and bloomon founders Bart Troost and Patrick Hurenkamp will become Chief International Officer and Chief Innovation Officer respectively.

Aron Gelbard

“The bloomon team has built an excellent business with a shared global ambition, common values and a mutual obsession with harnessing technology, supply chain innovation, and outstanding bouquets design to revolutionize customer experience in the flower delivery market. We combine our strengths. With our knowledge, experience, and network, we have all we need to  strengthen our position as the market leader in Europe.”

Combined Strength

Bart Troost

“Bloom & Wild has its own app and has on-off sales, Bloomon specializes in subscriptions and bouquet design. Although since 2020 bloomon already switched to an online florist. That way the consumer can buy a one-time order too. I believe our combined strength will accelerate our growth as one group."



Structurally Invested in Both Brands

In January, Bloom & Wild raised a further 75 million British pounds in a new round of investment. bloomon and Bloom & Wild have been profitable for some time now.

Bart Troost:

"We will continue to invest in both brands with the same amazing team, just like Bloom & Wild, under the same brand and with the same people."


British Bloom & Wild Takes Over Dutch Bloomon


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