Farmy acquires startup Blumenpost
The Farmy family is growing: As of February 1, 2022, Blumenpost will officially be part of Farmy. With the acquisition of this sustainable startup, Farmy is gaining a foothold in the evolving flower industry.
The sustainable online flower store Blumenpost was founded in Zurich in 2019 and delivers seasonal and regional flowers in plastic-free packaging directly to customers. The young company became known in particular for its flower subscriptions, in which customers are regularly supplied with seasonal flowers. "Because the flower subscriptions give us a high degree of planning security, we only buy the flowers that we actually tie into bouquets and deliver," explains Joëlle Hersberger, co-founder of Blumenpost.
In 2021, Blumenpost recorded growth of over 200 percent and delivered more than 16,000 bouquets to its customers.
Flowers for the weekly groceries
With the acquisition of Blumenpost, Farmy is entering the fast-growing online market for flowers and expanding its range at the same time. "In Switzerland, every major supermarket also has a flower store - we would like to offer this to our customers as well, because for many, bouquets of flowers are simply part of the weekly shopping routine," explains Tobias Schubert, co-managing director of Farmy.
Logistics of flowers and food
"With Blumenpost, we are placing a further focus on in-house production, thereby strengthening the vertical integration of the value chain," says Roman Hartmann, co-managing director of Farmy. At the same time, synergies could be created: "The logistics of fresh flowers in particular are quite complex and very similar in requirements to those of fresh food. That's why it was clear that synergies could be created with a food retailer like Farmy when it comes to transport," adds Jan Neuenschwander, Blumenpost co-founder.
Flowers subscriptions and cardboard boxes
Existing Blumenpost customers will be gradually integrated into the new system. For the time being, however, nothing will change and they can continue to order individual bouquets and flower subscriptions via Blumenpost.com. From Tuesday, however, Blumenpost's bouquets will also be offered on Farmy.ch. By mid-2022, all subscription variants will also be introduced there. The bouquets will now be tied fresh on site at Farmy in Altstetten and delivered by Farmy couriers.
"Our website in particular will be much more intuitive in the future with Farmy's in-house expertise. For example, it will be much easier to manage subscriptions, plan deliveries, or adjust the size of the bouquets themselves," explains Jan Neuenschwander. The IT team at Farmy developed the entire Farmy system itself, which also resulted in the Farmy Solutions software solution.
