Rotterdam-based Blooming Good secures €1M; targets quadrupling turnover next year

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On Tuesday, Rotterdam-based Blooming Good, an artificial flower brand, announced that it has secured €1M in growth capital from investment fund Effectus Capital.

It is a new fund in which prominent investors such as Jaap Reesema, Sander Schimmelpenninck, and Ewout Genemans participate.

Crijn Janssen, CEO of Effectus Capital BV, says, ”Blooming Good had been on our radar for some time and once we started talking to each other, we were immediately impressed. The sustainable character, combined with the strong growth figures and ambitious plans, convinced us to invest in the company.” 

The Dutch company will use the funds to accelerate growth in Benelux and further expansion in the European market. Blooming Good will invest the capital in the quality of the product range and the overall customer experience.

After a successful 2024 where it witnessed a ten-fold growth, Blooming Good aims to quadruple its turnover next year.

Sander Schimmelpenninck, investor and partner at Effectus Capital BV, says, ”With our investment in Blooming Good, we are investing in a sustainable and innovative online supplier of artificial flowers that will turn the European market for artificial flowers upside down. Quality, sustainability, and convenience come together in one click.’

‘With this investment, we are not only raising the capital needed to realise our growth ambitions in Europe and strengthen our market position in the Netherlands, but also a wealth of knowledge and an extensive network. We want to attract more valuable partners who will help Blooming Good grow further.” 

Blooming Good: Providing sustainable alternatives to fresh flowers and plants

Founded in 2022 by Job Smits Waesberghe and Dane ten Berge, Blooming Good offers high-quality artificial flowers and plants as a sustainable alternative to fresh flowers and plants.

The Dutch company also offers a business subscription service for companies that want to exchange or adjust bouquets in the office every month, quarter, or every six months to suit the season.

Through the Re-bloom service, traded-in artificial flowers get a second life and customers benefit from a 25 per cent discount on their next bouquet.

The company’s artificial bouquets are carefully composed by floral stylists, are available in different styles, and offer a sustainable flower experience.

Dane ten Berge, co-founder of Blooming Good: ”Although the Netherlands is a true pioneer in the field of artificial flowers, we are now also seeing a strong increase in the demand for artificial flowers in other European countries. With the investment from Effectus Capital BV, we can respond even better to this growing demand with Blooming Good.” 

His partner, Job Smits van Waesberghe, adds, ”We are proud to be listed on Trustpilot as the best-rated artificial flower brand in the Benelux. Excellent service and attention to our customers are essential to our success. Even as we continue to grow, we will continue to work according to the highest possible standards.” 

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Vigneshwar Ravichandran

Vigneshwar has been a News Reporter at Silicon Canals since 2018. A seasoned technology journalist with almost a decade of experience, he covers the European startup ecosystem, from AI and Web3 to clean energy and health tech. Previously, he was a content producer and consumer product reviewer for leading Indian digital media, including NDTV, GizBot, and FoneArena. He graduated with a Bachelor's degree in Electronics and Instrumentation in Chennai and a Diploma in Broadcasting Journalism in New Delhi.

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