“The flower industry has been in need of a revolution since it started. I remember sending my mom flowers when I was 10 years old,” says Matthew Schwab, co-founder of BloomThat. “And the customer service and experience hasn't changed since then.”
Schwab knew there had to be a better way. So he and two of his college friends started BloomThat, a company that delivers flowers within 90 minutes. Customers can choose from up to eight bouquets on the website or mobile app.
“We knew that being saturated with too many choices actually turned us off as a consumer so we really wanted to keep the choices scaled down,” he says.
They first tested the concept on Valentine’s Day in 2013, while working out of co-founder David Bladow’s apartment in San Francisco.
“We went and bought maybe 500 or 1,000 roses, and we threw up some Facebook ads,” Schwab says. “We sold through the 100 bouquets we had in maybe 60 minutes.”
Since then, they have opened an office in Los Angeles and have plans to expand to other cities.
The flowers are often delivered by bicycle courier.
“We're really allowing two people to connect in a world that is otherwise so connected online but off-line we really don't interact with each other,” Schwab says. “Being able to send something in the moment is really what we wanted to establish.”