New “Esty for flowers” is in full Bloom


A relatively young competitor of 1-800 Flowers, Teleflora, and FTD is quickly picking up speed all across the nation. BloomNation is the name of this new service, and its purpose is to be an online marketplace for arrangements from a network of independent florists. Why is this small online service making noise? BloomNation requires a ten percent fee for every sale through their site, which is less than half of what the big competitors charge, and BloomNations provides each business with tools to collect and analyze sales data, including contact and order information for past customers, which is not something that competitors offer.

This Santa Monica company has grown to the point where it now has a staff of 30 full-time employees, and one of the founders, David Danshgar, says that the revenue is growing at a rate of 15% to 20% each month. Its biggest selling point is that BloomNation allows the florist to set their own prices, which is not something the big wire services do either. Wire services set the prices low, and they don’t usually cover the total cost of the product. Being able to set their own prices, florist are able to get more for each product.

The bottom line? This new startup, BloomNation, charges florists only a 10 percent fee, which is less than half of what the big wire service and floral delivery Giants charge, along with giving the florist access to many more business tools as well.