Artificial flower company Blooming Good, based in Rotterdam, has announced securing €1 million in growth capital from Effectus Capital, an investment fund backed by well-known investors such as Jaap Reesema, Sander Schimmelpenninck, and Ewout Genemans. The company, founded in 2022, plans to use this funding to expand its operations in the Benelux region and further penetrate the European market. Alongside scaling its business, Blooming Good intends to enhance product quality and improve customer experience, aiming to solidify its reputation in the market.
What makes Effectus Capital invest in Blooming Good?
Effectus Capital identified Blooming Good as a promising venture with strong growth potential. The firm’s CEO, Crijn Janssen, highlighted the company’s sustainability-oriented approach and ambitious growth targets, describing these as key factors influencing the investment. He stated,
“The sustainable character, combined with the strong growth figures and ambitious plans, convinced us to invest in the company.”
Investors see this as an opportunity to back a brand that combines sustainability, convenience, and innovation, with the potential to significantly impact the artificial flowers market in Europe.
What are Blooming Good’s growth ambitions?
Following a year of substantial growth in 2024, where its revenue multiplied tenfold, Blooming Good aims to quadruple its turnover in the upcoming year. The company seeks to strengthen its market position in the Netherlands and attract valuable partners to enhance its European presence. Notably, co-founder Dane ten Berge emphasized their readiness to meet increasing demand outside the Netherlands, stating,
“With the investment from Effectus Capital BV, we can respond even better to this growing demand with Blooming Good.”
Blooming Good also distinguishes itself through its subscription service for businesses, offering customizable seasonal bouquets. Through its Re-bloom initiative, customers can trade in artificial flowers for a discount, promoting a circular economy approach. This innovative business model aligns with the firm’s sustainability focus.
Artificial flowers have gained traction internationally, but the Netherlands remains a leader in their development. Similar reports from earlier years highlight the Netherlands’ pivotal role in shaping the artificial flower industry. While Blooming Good’s competitors have also embraced sustainable practices, no other brand has matched its tailored business services, such as its subscription and trade-in programs, as extensively.
The Effectus-backed funding also provides Blooming Good with access to an extensive professional network and industry expertise. Investor Sander Schimmelpenninck remarked,
“Quality, sustainability, and convenience come together in one click.”
Capitalizing on these resources, the company is poised to position itself as a leading name in the artificial flower sector.
Blooming Good’s customer-first approach has already earned it the top-rated position on Trustpilot among artificial flower brands in the Benelux region. Co-founder Job Smits Waesberghe affirmed their commitment to maintaining high standards as they scale, saying,
“Even as we continue to grow, we will continue to work according to the highest possible standards.”
As artificial flowers become a viable alternative to fresh blooms, Blooming Good’s expansion strategy could significantly influence consumer choices in the European market. The company’s focus on sustainable innovation paired with its growth trajectory and strategic partnerships suggests it is well-equipped to navigate the competitive landscape. For consumers, the move signifies an increased availability of eco-friendly floral options, offering both aesthetic appeal and environmental benefits.
