Scaling Bloom & Wild into Europe’s Leading Flower Delivery Brand with Aron Gelbard

Screw It Just DO It with Alex Chisnall

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13d ago 54:15

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When Aron Gelbard co-founded Bloom & Wild in 2013 with just £30,000 in savings, the online flower delivery market had no standout brands, inconsistent quality, and poor customer experience. Fast-forward to today and Bloom & Wild has delivered over 30 million flowers, raised £120M in funding, and pioneered the letterbox flower format that’s now industry-defining.

In this episode, Aron shares how customer feedback shaped the business from day one, the pivotal mistakes that became turning points, and why culture and values like “Care Wildly” have been critical to growth. We dive deep into early-stage challenges, international acquisitions, scaling operations across nine countries, and building a brand people genuinely love. If you’re serious about building a scale-up that balances innovation, customer obsession, and sustainable growth, this is an episode you’ll want to study.

Key Takeaways

Why solving an emotional problem in a “broken” industry gave Bloom & Wild its competitive edge.
How early mistakes with packaging taught vital lessons about iterative growth.
The role of culture and values (“Care Wildly”, “Think Deeply, Act Swiftly”) in retaining top talent.
Customer acquisition strategies that turned recipients into loyal customers.
The challenges of international expansion during a pandemic and integrating acquisitions.
Fundraising insights: why investors buy into a vision, not just risk mitigation.
Expanding product lines beyond flowers to unlock new revenue streams.

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602 episodes