What BloomNet does

BloomNet is a private Jacksonville, Florida-based subsidiary of 1-800-Flowers.com, Inc. (NASDAQ: FLWR) that operates a membership network of 5,000+ independent florists across the United States. Founded in 1988, the company functions as the primary fulfillment backbone for 1-800-Flowers.com and as an aggregator of consumer marketplace demand (Uber Eats, DoorDash, Instacart, Florists.com) routed to local floral shops. The company reports 101–250 employees and is headquartered at 7800 Bayberry Road, Jacksonville, FL 32256.

The platform is built around a hub-and-spoke architecture. BloomLink (order management portal) and the Bloomnet Management System / BMS (point-of-sale) form the core, with adjacent modules for online storefronts (Florist Website), driver tracking (Route4Me-powered Driver App), and florist discovery (Florist Directory). Distribution is layered: Express integrates Uber Eats, DoorDash, and Instacart storefronts; Bloomnet Delivery Service integrates Uber Direct, DoorDash Drive, Walmart GoLocal, and Roadie for on-demand driver capacity. Wholesale supply runs through Farm2Florist (fresh flowers direct from farms), Napco Imports (hardgoods), and the Bloomnet Plant Program (orchids, succulents, money trees). Supporting ecosystem components include Card Isle (custom printing), Floriology Institute (education), and Fresh Forum (in-person industry events).

BloomNet monetizes through three streams: (1) variable membership fees tied to order volume, billed pay-as-you-go; (2) transaction-based commissions on orders routed from 1-800-Flowers.com and other consumer platforms; and (3) wholesale hardware, flowers, plants, and greeting card sales to member florists. Go-to-market is sales-led direct membership recruitment supplemented by event-driven community building. The company operates exclusively in the US and does not disclose revenue independently of its publicly traded parent.

Name

BloomNet

Legal name

Bloomnet, Inc.

Website

https://bloomnet.net

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

BloomNet is a Jacksonville-based subsidiary of 1-800-Flowers.com operating a US membership network of 5,000+ independent florists, connecting them to digital order volume from 1-800-Flowers.com and on-demand delivery platforms, plus business management software, wholesale supply access, and educational resources.

Ownership category

akta.pro rank

Product category

Floral Network Platform

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• Florist network platform
• Floral order fulfillment
• Wholesale floral supplies
• Florist POS software
• Floral delivery services

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Membership Fees: BloomNet charges membership fees based on the number of orders florists fulfill and their level of participation in the network. Costs are tied to order activity rather than a flat fee, with full pricing transparency provided upfront before joining.
2. Order Fulfillment Commission: BloomNet earns revenue by routing orders from 1-800-Flowers.com and other platforms to network florists. The platform handles national marketing, customer acquisition, payments, and customer service while florists handle design and local delivery.
3. Wholesale Sales: BloomNet generates revenue through wholesale sales of flowers, hardgoods, plants, gifts, and greeting cards to member florists at exclusive, members-only prices through Farm2Florist and Napco Imports platforms.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

BloomNet is a B2B florist network platform that connects independent florists to digital order volume from 1-800-Flowers.com, Uber Eats, DoorDash, Instacart, and other leading gifting platforms. It provides member florists with business management software (BloomLink, BMS POS), wholesale supply access (Farm2Florist flowers, Napco Imports hardgoods, Plant Program), and on-demand delivery coordination. Revenue is generated through membership fees tied to order volume, transaction commissions on routed orders, and wholesale supply sales.

Product overview

BloomNet is a modular florist network platform backed by 1-800-Flowers.com that connects independent florists to digital order volume, business tools, and wholesale supplies. The platform operates on a hub-and-spoke architecture centered on the BloomLink order management portal and the Bloomnet Management System (BMS) point-of-sale platform. Around these core platforms, BloomNet offers Express for Uber Eats/DoorDash/Instacart integration, the Driver App (via Route4Me) for delivery tracking, and a Florist Website builder. Wholesale access is provided through Farm2Florist for fresh flowers, Napco Imports for hardgoods, and a dedicated Plant Program. Supporting services include Card Isle for greeting cards, Bloomnet Delivery Service for on-demand driver coordination, the Floriology Institute for education, and Fresh Forum events. The network serves as the primary fulfillment network for 1-800-Flowers.com and integrates with gourmet brands Fruit Bouquets and Shari's Berries.

Differentiator

Problem solved

Functional benefit

Brands

• BloomLink: Order management portal for BloomNet members to manage orders, updates, and account preferences.
• Bloomnet Express
• Bloomnet Delivery Service
• Bloomnet Management System (BMS)
• Card Isle
• Farm2Florist
• Napco Imports

Products and services

• Bloomnet Order Network
• Bloomnet Express
• BloomLink
• Bloomnet Management System (BMS)
• Florist Website
• Bloomnet Delivery Service
• Farm2Florist
• Napco Imports
• Bloomnet Plant Program
• Bloomnet Gourmet Program

Quantifiable outcome

• Florists receive orders from 1-800-Flowers.com with national marketing, customer payments, order routing, and customer service handled by BloomNet
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature7 records

Partnerships

20 partnerships are on record, tiered core, strategic and supporting.

• 1-800-Flowers.comcoreStrategic or Co-development Partner1-800-Flowers.com, Inc. is the parent company and primary brand partner. BloomNet serves as the primary fulfillment network for 1-800-Flowers.com, routing orders to local florists based on location. 1-800-Flowers handles national marketing, customer payments, order processing, routing, and customer service, while florists handle design and local delivery.
• Uber EatscoreTechnology or IntegrationBloomNet Express integrates with Uber Eats to allow florists to receive flower delivery orders through the Uber Eats platform. Orders flow directly into the BloomNet Business Management System. BloomNet manages the storefront and delivery partner coordination.
• DoorDashcoreTechnology or IntegrationBloomNet Express integrates with DoorDash for same-day flower delivery. Orders from DoorDash flow into BloomNet's system for unified order management. Delivery is handled by DoorDash drivers.
• InstacartcoreTechnology or IntegrationBloomNet Express integrates with Instacart enabling florists to fulfill flower delivery orders placed through Instacart's consumer platform. Orders flow into BloomNet's management system for streamlined fulfillment.
• Farm2FloristcoreChannel Partner/ Reseller/ DistributorFarm2Florist is BloomNet's wholesale flower partner, delivering farm-fresh blooms directly to florist doors with overnight shipping options. BloomNet members receive special pricing on wholesale flowers through this partnership.
• Napco ImportscoreChannel Partner/ Reseller/ DistributorNapco Imports provides wholesale hardgoods including vases, containers, and floral supplies to BloomNet members at exclusive pricing. Part of the wholesale supply ecosystem for network florists.
• Floriology InstitutestrategicStrategic or Co-development PartnerFloriology Institute is the exclusive education and training partner for BloomNet, offering online on-demand courses and in-person classes. Florists receive special pricing on floral education courses through the partnership.
• Uber DirectcoreTechnology or IntegrationOn-demand delivery partner integrated into BloomNet's Delivery Service. Florists can access Uber Direct drivers through the Business Management System for same-day deliveries.
• DoorDash DrivecoreTechnology or IntegrationOn-demand delivery partner through BloomNet's Delivery Service. Enables florists to access DoorDash Drive drivers for out-of-zone, overflow, or same-day deliveries.
• Walmart GoLocalcoreTechnology or IntegrationOn-demand delivery partner available through BloomNet's Delivery Service for florists needing additional delivery capacity during peak periods.
• RoadiesupportingTechnology or IntegrationOn-demand delivery partner integrated into BloomNet's delivery service for florists requiring flexible driver access.
• Fluid TrucksupportingStrategic or Co-development PartnerStrategic partnership providing on-demand commercial vehicle rentals for BloomNet florists. Offers 24/7 access through a mobile app with pickup trucks, cargo vans, and box trucks in over 400 cities to support delivery operations.
• Shari's BerriessupportingChannel Partner/ Reseller/ DistributorGourmet brand (chocolate-covered berries and confections) that BloomNet florists can fulfill through the gourmet delivery program. Requires active food service permit from florists.
• Fruit BouquetssupportingChannel Partner/ Reseller/ DistributorGourmet fruit bouquet brand that BloomNet florists can fulfill as part of the same-day gourmet delivery program. Expands florist revenue opportunities beyond flowers.
• Route4MesupportingTechnology or IntegrationDriver routing and tracking application integrated with BloomNet's platform for delivery management, route optimization, and photo proof capture.
• Mississippi State UniversitysupportingStrategic or Co-development PartnerResearch partner for sustainable floristry consumer study co-sponsored by BloomNet, Mississippi State University, and Texas State University to understand consumer perceptions of sustainable practices.
• Texas State UniversitysupportingStrategic or Co-development PartnerResearch partner for sustainable floristry study along with Mississippi State University, funded by Floral Marketing Fund with BloomNet as co-sponsor.
• Floral Marketing FundsupportingStrategic or Co-development PartnerIndustry organization that funded the sustainable floristry research study. BloomNet served as co-sponsor alongside Syndicate Sales.
• Syndicate SalessupportingStrategic or Co-development PartnerFloral hard goods supplier and co-sponsor of the sustainable floristry consumer research study alongside BloomNet and Floral Marketing Fund.
• Florists.comsupportingChannel Partner/ Reseller/ DistributorE-commerce floral platform that sends orders to BloomNet florists for fulfillment. Recently revamped with improved processes including simplified recipes, extended delivery windows, and dedicated customer service for florists.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ProFlowers: ProFlowers is a long-standing online florist brand, now part of the FTD/1-800-Flowers family, that competes in the same consumer floral e-commerce category served by BloomNet's network. It is also a sibling brand under the FLWR corporate umbrella.
• BloomsyBox: BloomsyBox is a DTC floral subscription and gifting brand sourcing flowers direct from sustainable farms. It competes with BloomNet-routed 1-800-Flowers subscriptions and one-off orders for consumer gifting spend, operating without local florist fulfillment.
• The Bouqs Co. The Bouqs Co. is a vertically-integrated DTC floral brand that sources flowers direct from farms and ships to consumers, bypassing the local florist model. It competes with BloomNet's network by capturing the same end-consumer order volume that would otherwise be routed through member florists.
• Avas Flowers: Avas Flowers is a US online florist network that sources orders from major consumer brands and routes them to a network of local florist partners for fulfillment, operating a structurally similar model to BloomNet in the order-routing layer of the floral value chain.
• Farmgirl Flowers: Farmgirl Flowers is a DTC floral brand focused on sustainably-sourced, farm-direct bouquet delivery. It is a direct competitor in the consumer floral e-commerce market that BloomNet's network ultimately serves, and represents the DTC disintermediation threat to the local florist model.
• Teleflora: Teleflora operates a florist network in the US that is structurally analogous to BloomNet, connecting local member florists to order flow from a major consumer-facing floral brand (Teleflora.com). It is the most direct competitor to BloomNet in the florist network model.
• UrbanStems: UrbanStems is a DTC floral and gifting brand with a vertically-integrated supply chain. It competes for the same consumer gifting dollars that flow through BloomNet's network and represents an alternative model that does not rely on local florist fulfillment.
• FTD Companies: FTD is a legacy US florist network that, like BloomNet, routes orders from consumer-facing brands to local member florists. It was acquired by 1-800-Flowers in 2019, making it a direct operational analog (and now sibling) to BloomNet within the same corporate family.
• Ode à la Rose: Ode à la Rose is a premium online florist operating in the US (and Europe) that delivers floral arrangements direct to consumers. It competes for the same premium gifting consumer segment that BloomNet's network ultimately serves, and represents a digitally-native alternative to the local florist fulfillment model.

Broad incumbents

• 1-800-Flowers.com: 1-800-Flowers.com is BloomNet's parent company and primary brand partner. It is also the largest consumer-facing floral e-commerce brand in the US and the source of the order volume that BloomNet routes to its network, making it both a strategic parent and a comparable incumbent in the broader floral market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BloomNet.net
• LinkedInlinkedin.com/company/bloomnetinc
• Instagraminstagram.com/bloomnet
• Pinterestpinterest.com/bloomnet
• Xx.com/BloomNet

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BloomNet