Bergamotte Brand Guidelines: The Paris Online Florist Owned by Bloom & Wild Since 2021

A delivery start-up with a workshop.

Bergamotte is a French online florist that delivers bouquets and plants across France. It was founded in 2015 by Romain Raffard and Loïc Reperant, according to UKTN in July 2021 and Maddyness in October 2023; French Wikipedia dates its operating company, Very Bloom, to 2016, with trading under way from 2015. Since July 2021 it has belonged to the London flower-delivery company Bloom & Wild.

The model was set out early. In March 2016 Maddyness introduced Bergamotte as a new flower-delivery service and interviewed Raffard, its co-founder and chief executive. He said the company bought seasonal flowers directly from selected growers, had bouquets made up by florists in a workshop in Paris’s 10th arrondissement, and delivered them within two hours in Paris, three hours in the inner suburbs and by the next day elsewhere in France. Collections changed every month and were developed with bloggers, artists and designers.

Raffard told the magazine that the founders had worked for eighteen months before the launch and had taken close to a year to raise their first funding. He said that a subscription offer and an online tool for composing a bouquet to order were about to follow. His case for the business was about the customer experience: he argued that buying flowers online in France had changed little in years, and that what arrived often failed to match what had been ordered. He also criticised a trade that, in his view, relied heavily on imported flowers with little traceability, and online shops that competed mainly on price and promotions rather than on the flowers themselves.

The range then broadened from cut flowers to plants, dried flowers and objects for the home. French Wikipedia describes the company today as selling fresh and dried bouquets, indoor plants, decorative objects and flower subscriptions, and reports the company’s statement that it uses certified supply chains and works to reduce its waste. Maddyness reported in July 2021 that it had also added a garden range that included furniture.

A shop, workshops and pop-ups.

Bergamotte moved into physical retail in 2018. Le Journal de la Maison reported on 3 October 2018 that the brand had opened its first shop, La Maison Bergamotte, in the 1st arrondissement of Paris, after works over the summer. The magazine described it as a place devoted to plants, selling unusual houseplants, dried-flower bouquets and design accessories.

The shop also ran classes. According to the same report, Bergamotte held small after-work workshops led by floral designers and plant specialists, in which customers could make a bouquet, a wreath of fresh or dried flowers or a terrarium, or take an introduction to the florist’s trade. Those sessions turned an online brand into somewhere people could visit and learn a skill.

Temporary shops became part of how the company built its name. UKTN reported in 2021 that Bergamotte used pop-up stores as a central part of its brand-building, and Maddyness described it the same year as a company that delivered flowers and created pop-up shops. Bloom & Wild, UKTN said, saw that experience as useful to the wider group.

The company had grown beyond France before it was sold. At the time of the acquisition it had begun to expand into Germany and employed around 80 people across Paris, Amsterdam and Berlin, according to UKTN and Maddyness. Its investors included 360 Capital, XAnge and Raise Ventures, and Maddyness reported that Bloom & Wild bought the business from both the founders and those investors.

Flowers, delivery and design.

Flower delivery brands sell something that changes with every order. The bouquet a customer sees on screen is a photograph of one arrangement, made up again by a florist or a packing team when the order arrives, so the photograph does much of the work of the brand. A bouquet is often given a name and sold in more than one size: in 2019, for example, House Beautiful reported Serenata Flowers bouquets offered in standard, deluxe and grande versions.

Packaging is the other visible surface. Some online florists send flowers in boxes made to fit through a letterbox, and that packaging has become part of how they are described: House Beautiful noted in 2019 that one Bloom & Wild bouquet came “delivered through your door” in the company’s letterbox packaging. Others work through networks of local shops, where the arrangement is made by an independent florist and the brand lives mainly on the website and the order confirmation.

Naming carries much of the rest. Seasonal launches, bouquets named after a month or a festival, gift ranges and, at some companies, subscription schemes can give a brand a calendar to talk about, and the trade revolves around a few peak days; Valentine’s Day is the clearest, which the Swedish trade site Ehandel.se called the most intense day of the year for flower delivery in February 2026.

Behind the shop fronts, ownership is often more concentrated than the brand names suggest. Groups such as Euroflorist run several national web shops and keep separate corporate and investor pages that list the brands they own. This guide sets out what can be checked about each brand — who founded it, who owns it and how it sells — and attributes to the company any claim that rests on its own word alone.

Part of Bloom & Wild since 2021.

Bloom & Wild announced the purchase on 28 July 2021, for an undisclosed sum, alongside a new funding round of its own. It came a few months after Bloom & Wild had bought the Amsterdam flower-delivery company Bloomon. UKTN reported that the deal quadrupled the size of Bloom & Wild’s French business and placed it among the top five online flower sellers in France, and that Raffard would stay on as managing director of Bergamotte, reporting to Bloom & Wild’s chief executive.

The founders’ exit was planned at the time of the sale. Maddyness reported in October 2023 that Raffard had announced his departure that September, after a two-year handover agreed when Bloom & Wild bought the company, and that Reperant had also left two years after the acquisition. Raffard told the magazine that in 2021 the choice had been between selling into a European group and raising money for a longer independent run, and that he left with the integration work done. Maddyness placed the sale within a wider period of consolidation in European flower delivery, in which Bloom & Wild had bought both Bloomon and Bergamotte in the same year.

Bergamotte continues as a brand within the group. French Wikipedia, in its current version, lists Bloom & Wild as the parent since 2021 and gives the company’s seat as Levallois-Perret, west of Paris, after a move from the city. The German web address bergamotte.de now forwards to Bloom & Wild’s German shop.

For a design guide, Bergamotte shows how an online florist can give itself a physical presence through a shop, hands-on workshops and monthly collections made with outside designers. Compare Bloom & Wild, its owner since 2021, and Interflora, the older flowers-by-wire network. For this guide we use fern green, sage and clay with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Bergamotte’s identity on hand — save it to a board in the Made Good inspiration library.