BloomThat pauses on-demand flower services

Following an acquisition by FTD Companies earlier this year for a reportedly small amount of cash, on-demand flower service BloomThat is pausing its services as it works “to figure out how to best integrate BloomThat as part of the FTD portfolio of brands,” the founders wrote to its customers a few days ago.

“Before we go, we want to say a heartfelt thank you to all of our loyal bloomers,” the founders wrote. “Over the last five years, you’ve brightened many lives with a simple, thoughtful gesture. Thank you for entrusting us with your most important moments – we’re honored to have been a part of a truly special movement.”

In February 2016, BloomThat launched its flower delivery service nationwide. But instead of offering delivery within a couple of hours, BloomThat guaranteed next-day delivery, which effectively moved the startup into the territory of 1-800-FLOWERS and FTD.

BloomThat will continue to fulfill orders through September 28, 2018. Those who are interested in continuing to buy flowers after the end of this month are being directed to FTD or ProFlowers.com.

Prior to the acquisition, BloomThat had raised $7.5 million from investors like Rothenberg Ventures, Forerunner Ventures, Sherpa Capital and others, with the most recent round in April 2015.

I’ve reached out to BloomThat and will update this story if I hear back.

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