Brits sending flowers as “substitute hugs”, Bloom & Wild says

Bloom & Wild has reportedly witnessed a rise in flatpack bouquets, which can fit through a letterbox, as Covid-19 has changed the way consumers purchase flowers.

The online retailer said customers have been purchasing bouquets of flowers as “substitute hugs” to friends and family during the pandemic.


Demand for floral deliveries spiked in the first lockdown when high street stores closed but has continued at twice its previous level even in periods without restrictions.


Bloom & Wild co-founder Aron Gelbard said the UK flower market, usually worth between £2 billion and £3 billion a year, has been growing as people have been unable to visit each other, The Guardian reported.


Bloom & Wild has logged 780,000 of these “just because” orders over the past year.

It uses software to scan messages that accompany deliveries in an anonymised way and picked up the word “brighten” 162,000 times.


The online retailer said its sales will finish “substantially north” of £100 million in the year to March 31 and forecast a “significant” profit for the period.


Bloom & Wild recently pulled in £75 million from new investors in a fundraising that brings the total raised to almost £100 million. Their recent purchase of Dutch rival Bloomon makes them the largest online company for flower delivery in Europe.


The combined business expects to ship more than 8m plants and bouquets of flowers in the next year in countries including Belgium, Denmark and Germany, and has forecast revenues to exceed £200m.


Source: Retail Gazette