In 2019, direct-to-consumer florist for the fashion set, FLOWERBX, raised $5.5 million to expand, receiving continued funding from Natalie Massenet, Co-Chairmen of Farfetch, and Carmen Busquets, early investor of Net-a-Porter, while taking on new backing from Alex Chesterman and Rupert Hambro. FLOWERBX CEO, Whitney Bromberg Hawkings, who has her own background in fashion as the former Senior Vice President of Communications at Tom Ford, has since planted seeds (pun intended) across the East Coast of the U.S., as well as launching a hub out West for clients in California, Nevada, Arizona and beyond. In one fell swoop, FLOWERBX has effectively taken over the nation.
Building on the back of its London-based success, which included completely covering the four-story façade of Annabelle’s in burgundy, fuchsia, and pale pink hydrangeas, hedging peony-spheres above the entrance to Harry’s Bar, and working with countless brands across Europe, including providing the florals for Louis Vuitton’s Exotic collection at Le Chateau de Versailles, the innovative flower service is now spearheading plans for international growth.
While COVID-19 has cleared most events from the calendar and has obviously dampened consumer sentiment worldwide, FLOWERBX’s expansion has all but accelerated amidst the virus - increasing 700% year on year. “Our online business has gone parabolic,” Bromberg Hawkings wrote over email. “The sale of bright flowers has more than quadrupled throughout COVID, and this is, without a doubt, due [to their] mood-boosting quality.”
In a recent partnership with the American Red Cross, FLOWERBX is leveraging its success to benefit the Western Wildfires Relief Fund, donating $5 of every U.S. online purchase, providing evacuees and firefighters with adequate food, shelter, and resources. “Like many of you, I have been deeply saddened by the devastating loss caused by the recent wildfires,” Bromberg Hawkings said in a statement. “We hope our contribution will provide some comfort to those affected and will encourage other businesses to do the same. Together we can make a big difference.”
View this post on InstagramFLOWERBX is pleased to announce we now deliver to West Coast destinations, including California, Nevada, Arizona, Washington State, Oregon, Idaho, Wyoming, Alaska, Utah and Montana. . We will be donating $5 from every US sale to the Red Cross in an effort to support those who have been displaced or whose lives have been affected by the wild fires. . #westcoast #flowers #FLOWERBX
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Clearly no stranger to disrupting the market, from florals to fashion, Bromberg Hawkings has created a field all her own. With all other florists paling in comparison, she’s well on her way to becoming the first, and the buzziest, international flower brand. Read on to learn how she did it!
[Photos courtesy FLOWERBX]