Dutch DTC flower subscription founded 2014 — the 'Netflix of flowers' — acquired by Bloom & Wild in 2021, together forming Europe's largest online florist.
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See all ads on AdLibrary →Bloomon was founded in 2014 in Amsterdam by Patrick Hurenkamp, Bart Troost, and Koen Thijssen as a flower subscription service. Nicknamed the 'Netflix of flowers', it disrupted traditional florists. In 2021 Bloom & Wild acquired Bloomon, creating Europe's largest online florist with 8M annual deliveries and combined turnover near €250M.
Bloomon's highest-performing ads combine seasonal gifting occasions (birthdays, Valentine's, Mother's Day) with the subscription value proposition ('flowers every week, starting from €X'). Product unboxing content showing floral arrangements drives strong organic and paid engagement. See Bloomon ads on AdLibrary.
Meta campaigns are heavily occasion-driven. Subscription upsell campaigns target gift-givers at key calendar moments. Video content showing the 'big reveal' unboxing moment of flower arrangements is a top-performing format. Lookalike targeting from past subscription buyers performs well for new customer acquisition.
Core themes: subscription joy ('fresh flowers every week'), gifting delight ('send them something that grows'), and floral design quality ('styled by our in-house floral designers'). Convenience and directness ('from farm to door in 24 hours') differentiate from traditional florists.
Bloomon proved that subscription mechanics can disrupt markets dominated by one-time purchase behaviour. The 'Netflix of flowers' positioning gave press a memorable handle that generated years of earned media. Post-acquisition integration with Bloom & Wild demonstrates how DTC brand acquisitions can create multi-market leaders while preserving local brand identity.
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