FLOWERBX raises £8m and names Sir John Peace as Chairman

FLOWERBX, the luxury direct-to-consumer flower delivery service, announced the closing of an £8M Series A financing round led by Texas-based VC firm Capstar Ventures with additional capital from new investors Lumar Ventures (Luca Marzotto) and Shortlist Ventures. They join a strong cap table of existing investors who include ACE Ventures, Alex Chesterman, Natalie Massenet, and Carmen Busquets.

Respected businessman Sir John Peace joins the Board as Chairman following his celebrated career as former Chair of Burberry, former Chair of Standard Chartered plc, and former Chair of Experian plc. He also currently serves as the Chair of Midlands Engine.

Founded in 2015 by Tom Ford veteran Whitney Bromberg Hawkings, FLOWERBX has seen revenues double every year since its inception, leading the company to be billed as one of the most promising businesses in the $50 billion global flower market.

“Since 2015, we have established a luxury brand within the flower industry with operational scalability globally. Our unique supply chain model provides an unparalleled customer experience with consistent high-quality flowers and a profitable business model that scales,” says Whitney Bromberg Hawkings, FLOWERBX Co-Founder and CEO.

“We are thrilled to close the Series A financing with high calibre investors who share our vision for creating a global brand.”

Following its high growth in the UK and Europe (UK D2C growth +237% YoY), FLOWERBX expanded into the US market in 2019, starting with the East and West Coasts with strong early traction (US D2C growth +429% since launch).

The new funding will be used to expand sales nationwide in the US, expand the product range, support sustainability initiatives, accelerate growth and ensure best-in-class technology to drive FLOWERBX forward.

“FLOWERBX is well-positioned to become a household name in the States as the premium provider of the freshest flowers for consumers seeking a consistently beautiful experience with high touch customer service,” says Kathryn Cavanaugh, Founder and Managing Partner of Capstar Ventures. “We are thrilled to invest in Whitney and her global team as they continue to scale the business.”

Based in Austin, Texas, Capstar Ventures invests broadly across the consumer sector at Seed and Series A in digitally native brands, consumer goods and services, and technologies that power these startups. The Fund backs inspiring entrepreneurs addressing unmet consumer needs that resonate with the influential Millennial and Gen Z consumer with differentiated products, services and platforms that are unproven at scale.

Headquartered in London with logistics hubs in the Netherlands, New York City, and Los Angeles, FLOWERBX delivers fresh flowers and related accessories across Europe and the East and West Coasts of the United States.

Whitney Bromberg Hawkings FLOWERBX’s CEO and Co-founder, said, “We’ve utilized funds from our previous finance rounds to build a sound business and an identifiable luxury brand with operational scalability. We have built an unparalleled tech and supply chain model that provides a profitable route to market. This has fueled significant consumer sales across all the regions in which we currently operate, and is at the very core of the market opportunity which we untapped.”

Kathryn Cavanaugh, Capstar Venture Founder, said: “We seek to invest in founders who are solving their own pain points and who directly relate to and resemble their customers because we have seen how that authentic connection translates into high growth companies, and how Millennial and Gen Z consumers resonate with that authenticity as they align their purchasing power with their values.”

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