Amsterdam-based Bloom & Wolf, a premium silk flower provider, announced that it has acquired Mock Flower, a competitor in Amsterdam’s silk flower market.
Mock Flower aimed to ease the strain on the fresh flower supply chain by providing high-quality silk flowers and personalised service to consumers and corporate clients.
Aim of the acquisition
This acquisition strengthens Bloom & Wolf’s growth strategy by broadening its product range and expanding its customer base.
The owners of Mock Flower, looking for new opportunities, have transferred the business to Bloom & Wolf, which is recognised for its sustainable flower rental and sales model. Mock Flower’s customers will continue receiving premium silk flowers, supported by Bloom & Wolf.
Gwen van de Pas, founder of Bloom & Wolf, says, “We are incredibly proud to accelerate our growth through the acquisition of Mock Flower. This move allows us to offer customers even more choice and flexibility, while furthering our commitment to sustainability. We also continue to focus on international expansion to increase our reach.”
Saskia Milsted, co-owner of Mock Flower, adds, “We are pleased that by selling Mock Flower to Bloom & Wolf, our customers will experience continuity under a strong industry leader. In our view, Bloom & Wolf offers the most beautiful silk florals in the market, and we trust that our customers are in good hands.”
Bloom & Wolf: Everything you need to know
Founded in 2022, Bloom & Wolf provides premium silk flower services to B2B and B2C clients, offering a low-effort, cost-effective, and eco-friendly alternative to fresh flowers.
Customers can opt for one-time purchases or a sustainable, circular rental model, allowing bouquet exchanges as desired.
In April, Bloom & Wolf raised €1.4M in pre-seed funding to expand its product offerings, grow its B2B sales, and strengthen its position in the artificial flower market.
Bloom & Wolf’s story is inspired by the Dutch Golden Age, when Dutch flowers gained global prominence. The company pays homage to Rachel Ruysch, an artist of that era known for her “lifelike, whimsical floral paintings”.
Ruysch, who sold her paintings three times the price as Rembrandt’s (Dutch painter), was the first woman admitted to the Dutch master painters guild and the Royal Dutch Art Academy. In her honor, Bloom & Wolf names all its bouquets after influential female painters.
Ruysch lived on Bloemgracht (Bloom Canal) and Wolvenstraat (Wolf Street), which inspired the name “Bloom & Wolf”.
“We love flowers more than anything. We love their shapes, colors, and their scents brighten our days. But the feeling we get when we have to toss them out after only a week or so, has been bothering us for a while now. They’re grown to be thrown (away),” says Bloom & Wolf.
“It’s our mission to do this differently. To bring the ‘wow’ to every part of the flower experience. So, no more dirty vases to wash, no smelly and slimy flowers to get rid of. Instead, our master florist – with 25 years of experience – creates silk flower bouquets that lift up your interior like an absolute masterpiece would. And offer them with outstanding service,” adds the company.
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