Colvin grows its team in Italy with the acquisition of Bloovery


  • Bloovery is a leading digital flower and plant wholesaler dedicated to transform the supply chain of European floral market
  • This operation will allow Colvin to grow its team and expertise in Italy, one of the most relevant countries for flowers and plants in the EU

Barcelona / Milan, 10th May 2022 - Colvin, the fastest-growing tech company dedicated to the floriculture industry based in Barcelona, has acquired Bloovery, a leading digital flower and plant wholesaler based in Milan.  This agreement will allow Colvin to expand its presence in Italy through a team with local experience and recognition.

Just 5 years since the company was founded, Colvin group is leading the transformation for the floriculture industry to build a more efficient, sustainable and no-waste future for the industry. Colvin is building the new digital ecosystem that connects growers, wholesalers, florists and clients in a better way through technology.

“We keep going step by step on our growing strategy adding partners as Bloovery to Colvin Group, who add huge knowledge and expertise in the sector. Italy is our first growing market just behind Spain and this agreement will allow us to keep adding value to the professional sector of the industry, not only in the Italian region but Europe too”, said Sergi Bastardas, cofounder at Colvin.

“We’re sure that Bloovery’s arrival to Colvin Group is going to be a great boost to accelerate our B2B business globally. We share the disruptive vision about how tech could improve supply chain along the sector and the relevant role growers must have in this process of evolution", said Andrés Cester, cofounder at Colvin.

Founded in 2016, Bloovery is the first digital flower and plant wholesaler in Italy. It was born to disrupt the €14bn European floral market with a vision to change the way flowers and plants are imported, distributed, and sold. The founding team has worked in the floral industry for years and has deep knowledge of the market, especially in Italy and Holland.

“We are at the beginning of a long and wonderful journey. There is still so much to innovate in the industry. Together with Colvin we are ready to create the world's first flowertch company.”, said Simone Guzzetti, cofounder and CEO at Bloovery.

“We are very excited to join the Colvin family. By combining their international expertise with Bloovery's B2B experience, we have the chance to make our mark on the floral industry.” said Michele Dondi, cofounder and COO at Bloovery.

During the past two years, all global indicators have shown that B2B business and marketplaces will continue to grow exponentially in the coming years due to advantages that this type of platforms show for both users and sellers, including interesting opportunities for business scalability and profitability.

Following the agreement, Bloovery will be integrated as part of the Colvin Group, keeping its founders leading the team locally.

Bloovery has been supported for the deal by Giovanni De Caro (Volano Group) for financial advisory, Francesco Torelli and Serena Nasuti (Studio Hilex) for legal advice, Vincenzo di Salvo and Riccardo Villani (Studio CCTAL), Antonio Cennamo and Roberto Cardoncello (Studio Cennamo) for tax and accounting advice. Bird & Bird acted as an advisor to Colvin for the deal.

About Colvin

Colvin is a company founded in 2016 that has revolutionised the online retail flower and plant industry with a disruptive business model, creating the first network without intermediaries. Colvin’s vision is to create a better future for the floriculture industry, by building the new digital ecosystem that connects growers, wholesalers, florists and clients in a better way through technology. The group has a team of over 300 people, with warehouses in Barcelona, Firenze and Berlin, and operates in Spain, Portugal, Italy, Germany and also in France with its partner Monsieur Marguerite.

About Bloovery

Bloovery was founded in 2016 as an online retail flower delivery service. In 2018 after testing the potential of wholesale in plants and flowers it pivoted by becoming the first 100% digital flower wholesaler in Europe. With Bloovery, florists can buy online from a catalogue of over 15,000 products and receive them conveniently in their shop within 36 hours.

Bloovery's vision is to bring the world of flowers into the 21st century. The company's mission is to help professionals in the sector to make the most of their work.

For more information:

Contacto Prensa Colvin

Cristina Hernández

Telf.: (+ 34) 649561371

Raquel Gómez

Telf.: (+34) 633556561