An online gifting company based in Gloucestershire has been acquired by Euroflorist, with support from GS Verde Group.
Don’t Buy Her Flowers, launched in 2014 by Steph Douglas, began as a kitchen-table venture and has grown into a business offering customised gift packages via dontbuyherflowers.com. The company handles in-house production and fulfilment, specialising in bespoke gifting for both consumers and corporate clients.
Magnus Silfverberg, chief executive and group president of Euroflorist, said: “This transaction is a first step into the online gift market beyond flowers – a market estimated to be worth €7–10bn in Europe.
“The acquisition broadens Euroflorist’s offering and enables cross-selling of new gift categories on our UK site, eflorist.co.uk. Furthermore, we gain a strong team in the UK with in-house production and an exciting, growing company with a well-established brand.”
He added: “Steph and the team have created a brand and a service that customers love, by really connecting with customers when they’re going through many different life stages, from babies to birthdays, bereavement and difficult times.
“We can now focus on growth of Don’t Buy Her Flowers by realising synergies with our technical platform and coordinating certain functions, and the DBHF team will work with us to develop our gifting and B2B strategy at Euroflorist.”
Steph Douglas, founder of Don’t Buy Her Flowers, who will remain managing director, said: “So many unexpected things have happened in the 11 years since I started Don’t Buy Her Flowers, but none more so than us joining forces with a florist.
“Building Don’t Buy Her Flowers has been the most incredible, exhausting, brilliant journey, and this moment feels right.
“We’ve reached a point where we know exactly who we are and what our customers come to us for, and I want to take Don’t Buy Her Flowers to the next level, to reach more people, to improve the online experience, and realise the many ideas we’ve had but been unable to bring to life ourselves as a small business.”
GS Verde Group facilitated the transaction using their multi-disciplined, ‘One Team’ approach.
