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Floom: Online Flower Delivery

Ordering a bunch of flowers just got a whole lot easier thanks to Floom, the latest bouquet delivery service to launch in London. 

Floom brings the best of London’s independent florists together under one roof, or URL, and aims to simplify the process of ordering flowers, while also championing local boutiques. Customers simply enter their postcode for a curated selection of chic, seasonal bouquets, available to send immediately. 

The company is the brainchild of Paris-born and Bali-raised founder, Lana Elie, who previously worked for Burberry, Gucci, Marc Jacobs and i-D to name a few of the heavyweight names on her impressive résumé. 

“Over the course of my career I've enjoyed gifting my clients in the luxury and fashion world with flowers, so I have built up something of a personal directory of the most unique and trusted florists in various global cities." — Lana Elie

A host of London’s most respected florists have already joined its budding ranks, including That Flower Shop, situated next to the Ace Hotel in Shoreditch, Wandsworth’s Wild Wood London and Sprout in Hackney, which specialises in characterful houseplants. 

The website also features slick editorial content, showcasing photographers and artists who specialise in botany, alongside fun weekly columns such as Flower of the Week. Floom is as much an education in floristry as it is a delivery service, beautifully curated and packed with elegant design suggestions. 

“I love all flowers, but I can't stand the clichés that people come up with sometimes,” advises Elie. “I like something quite wild and random and I tend to stay away from dome-like bouquets. I love to see varying heights and all different colours, and I especially love flowers to be mixed with ferns and herbs.

Floom plans to roll out nationally and internationally throughout the year.