Flowering Secures Investment from Former Interflora CEO to Disrupt Flower Industry
Flowering, the Copenhagen-based flower supplier founded in 2020 by then 20-year-olds Artin Hodanloo and Johan Vang Wildt, has gained a significant boost with a new investor onboard. Søren Flemming Larsen, the former CEO of Interflora, has invested in the company, bringing his extensive industry expertise to their growing business.
Revolutionizing the Flower Industry
Flowering has built its business on a mission to revolutionize the traditional flower industry through a digital-first and sustainable approach. The company has already achieved a double-digit million revenue and established itself as a strong player in the market.
”This is a major milestone for our company. Søren is undoubtedly one of the most knowledgeable people in the industry, and the fact that his faith in Flowering matches Johan’s and mine makes us incredibly proud,”
said Artin Hodanloo, CEO and co-founder
A Sustainable Approach to Flowers
Flowering’s bouquets are crafted exclusively from environmentally certified flowers, blooms from local producers, and surplus flowers, significantly reducing their environmental impact. According to the industry’s first life cycle analysis conducted by the Danish Technological Institute, Flowering’s bouquets have a 35% lower CO2 footprint compared to traditional bouquets.
This commitment to sustainability has impressed Larsen, who led Interflora to become Denmark’s leading flower supplier during his tenure.
A Fresh Take on Logistics
Flowering’s innovative business model also stands out. Unlike traditional florists, the company delivers flowers just before they are sent to customers, ensuring freshness and reducing waste.
“We’ve recently established a new distribution channel, and with this service and Søren Flemming Larsen’s involvement, we are well-positioned to increase awareness of Flowering. First in Zealand, then across Denmark, and eventually abroad.”
said Artin Hodanloo
With Larsen’s expertise and Flowering’s innovative and sustainable approach, the company is poised to scale its operations further and continue reshaping the flower industry. The two young founders are optimistic about the partnership, seeing it as a catalyst for even greater success.
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