Flowering, a flower supplier based in Copenhagen, has secured a significant boost with the addition of Søren Flemming Larsen, former CEO of Interflora, as an investor. Flowering has already achieved considerable revenue through its digital-first and sustainable business model, which focuses on using environmentally certified flowers, local producers, and surplus blooms to reduce waste. With this new investment, Flowering aims to expand its distribution network within Denmark and potentially abroad, while continuing to push for greater sustainability in the flower supply chain.
Flowering, founded in 2020 by Artin Hodanloo and Johan Vang Wildt, was established with the aim of addressing environmental concerns within the flower industry. Growing up in a family involved in the floral business, Artin was inspired to create a model that reduced flower waste by using surplus flowers in bouquets. Over time, the company incorporated locally grown and environmentally certified flowers into its offerings. Their approach has led to a 35% reduction in CO2 emissions compared to traditional floral practices, as evidenced by a life cycle analysis conducted by the Danish Technological Institute.
“It is a huge milestone for our company. Søren is quite simply one of the people with the most insight into the industry, so the fact that his faith in Flowering is as great as Johan’s and mine, we are enormously proud of that,” says CEO, Artin Hodanloo.
Søren Flemming Larsen is a seasoned industry professional with extensive experience in the flower and floral retail sectors. He is best known for his role as the former CEO of Interflora, where he played a key part in establishing the company as Denmark’s leading flower supplier. Larsen’s deep knowledge of the floral industry, combined with his leadership skills, has positioned him as a trusted figure in the market. His strategic insights and business acumen have made him an influential investor and advisor, and his involvement in various projects reflects his commitment to innovation and sustainability within the industry.
“The two young, talented and hard-working entrepreneurs, Artin and Johan, together with an investor group and board of directors, have created an exciting development project with this digital investment, which has already resulted in great sales results after a short time. An interesting project that I strongly believe in as an investor,” he says.
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Read the orginal article: https://arcticstartup.com/flowering-welcomes-soren-flemming-larsen/
