Flower-gifting brand Floom, which aims to simplify the process of ordering and sending flowers, has announced its launch. Initially launching for London with a view to rolling out nationally and internationally throughout the year, the online destination sells flowers through an etsy-like format. Editorial content will also feature. Floom was founded by Lana Elie, who has a fashion background, delivering content and campaigns for Burberry, Gucci and Marc Jacobs. Floom will be working with The Tuk Tuk Flower Studio, Palais, Bloomsbury Flowers, That Flower Shop, Amanda Austin Flowers, Wild Wood London, Sprout London and The English Flower House.

www.floom.com
@FloomOfficial