Making Job Search Easier by Finding the Great Companies First

Find a
Title/Keywords Company Name
City, state or zip (optional)

BloomNation heads for New York as it expands to become the Etsy for flowers

BloomNation heads for New York as it expands to become the Etsy for flowers

Imag­ine you’re an ecom­merce man­ag­er by day but a pok­er whizz-kid by night; the chances are that if you won an event at the World Series of Pok­er, flow­ers wouldn’t be the first thing on your mind. But they were on pok­er afi­ciona­do David Daneshgar’s mind when he won a WSP even in 2008. Maybe our day­dream­ing e‑commerce man­ag­er might wish to think again: Danesh­gar and his two bud­dies, Far­bod Shora­ka and Gregg Weis­stein, used the $27,000 win­nings to launch a new online florist mar­ket­place.

A blos­som­ing mar­ket­place 

Born in 2011, Bloom­Na­tion is on course to grow into the Etsy of the flower indus­try and is embark­ing this month on an ambi­tious new expan­sion. New York City is amongst the new loca­tions the LA-based com­pa­ny is recruit­ing local arti­san florists, while oth­ers include Wash­ing­ton, D.C., Boston and Philadel­phia (it’s already had suc­cess­ful launch­es in Las Vegas and Chica­go).

Per­spic­u­ous e‑commerce ana­lysts will be aware that local arti­sans have ener­gized online food and craft mar­kets recent­ly. Danesh­gar, Shora­ka and Weis­stein (who met at col­lege) are tap­ping their tal­ents for the flower-send­ing mar­ket. And they’re suc­ceed­ing: Bloom­Na­tion won the Uni­ver­si­ty of Chica­go School of Busi­ness’ New Ven­ture Chal­lenge in 2012 and it raised $1.65 mil­lion in ven­ture cap­i­tal last fall in a round led by Andreessen Horowitz.

The mar­ket­place now deliv­ers to 3,000 cities and hosts 2,500 florists – and count­ing, with the new expan­sion ini­tia­tive. It broke the $1 mil­lion bar­ri­er in sales ear­li­er this year and has been grow­ing at a rate of 20 to 30 per­cent every month.

Tap­ping arti­san tal­ent and keep­ing it hap­py

When the trio of founders began intro­duc­ing their idea to local florists in 2011, they found an unhap­py bunch of peo­ple pay­ing painful mem­ber­ship fees to ven­dor net­works of nation­al wire ser­vices, which took cuts as high as 50 per­cent from each order. And they didn’t like hav­ing their nat­ur­al cre­ativ­i­ty rigid­ly sub­or­di­nat­ed to pro­duc­ing stock cat­a­logue bou­quets.

BloomNation’s alter­na­tive? Arti­sans have the free­dom to pro­duce what they love pro­duc­ing and they can adver­tise and sell their hand-craft­ed cre­ations – with their own per­son­al online store­front on the easy-to-use plat­form. And they don’t get wal­loped with mem­ber­ship fees and sting­ing ven­dor charges: Bloom­Na­tion takes just 10 per­cent from each sale. Par­tic­i­pat­ing Arti­sans love it.


This start­up is going places. Lit­er­al­ly.

Print Friendly, PDF & Email
Leave A Comment

You must be logged in to post a comment.