According to a press release, Bloomscape, an online garden center that delivers a variety of houseplants directly from the greenhouse, has announced $15 million in new financing led by General Catalyst, bringing its total fundraising to $24 million. Joel Cutler, co-founder and managing director of General Catalyst and Bob Mylod, managing partner at Annox Capital Management will join Bloomscape’s Board of Directors. Bob Mylod, Jeff Boyd (Home Depot Board of Directors and formerly Chairman of Booking Holdings) and John Replogle (formerly CEO of Seventh Generation and Burt's Bees) are also contributing to the round with participation from existing investors including Revolution Ventures and Ludlow Ventures.
In addition to funding, Bloomscape is announcing the acquisition of Vera, the plant care app, which will provide customers access to plant care tips and content, troubleshooting, watering reminders and more. The app, Vera by Bloomscape, is yet another initiative toward Bloomscape’s mission to arm plant parents with ongoing plant care support, resources and tools to ensure plant parents have what they need to succeed.
Bloomscape will use the investment to:
- Continue to grow premium plant care offerings – This includes the newly acquired Vera by Bloomscape app and extending its line of care products.
- Grow the team – Bloomscape is focused on investing in employees and hiring a robust customer experience team, the “Grow-How Team,” to continue the company’s mission in supporting new plant parents in the plant care process through continued education and tools.
- Build a world-class distribution model – The team is refining its regional fulfillment strategy with the goal of installing localized centers and systems that shorten transit times leading to faster shipping.
- Expand product offerings – With the success of the Edible Garden beta (which sold out in less than a week), Bloomscape is officially launching its Edible Garden Shop, including a small tomato, lavender, sweet pepper, hot pepper, kale mix, mint and chamomile plants as well as the aromatic, savory and spicy collections. Bloomscape is also announcing the company’s expansion into the outdoor plant category next year, as the team continues to pioneer the online garden space.
Since its Series A round last year, the company has seen 4X growth and has more than doubled its team. For more information, visit www.bloomscape.com.