International flower delivery service Euroflorist has acquired UK online gift retailer Don’t Buy Her Flowers(DBHF).
Founded in 2014 by Steph Douglas, DBHF has grown from a kitchen-table idea into a popular gifting brand known for creating moments of connection. The business offers personalised gift packages for consumers and corporate clients via dontbuyherflowers.com, and operates from its production and fulfilment hub in Gloucestershire.
Magnus Silfverberg, CEO and group president of Euroflorist, said: “This transaction is our first step into the online gift market beyond flowers – a market worth an estimated EUR 7–10 billion in Europe. It broadens our offering and enables cross-selling of new gift categories on our UK site, eflorist.co.uk. Furthermore, we gain a strong UK team with in-house production and an exciting, growing company with a well-established brand.
“Steph and her team have created a brand and a service that customers love, by really connecting with them when they’re going through different life stages, from babies and birthdays to bereavement and difficult times. We can now focus on the growth of DBHF by realising synergies with our technical platform and co-ordinating certain functions, and the DBHF team will work with us to develop our gifting and B2B strategy at Euroflorist.”
Steph added: “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 DBHF has been the most incredible, exhaustingand 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 DBHF to the next level: to reach more people, improve the online experience, and realise the many ideas we’ve had but been unable to bring to life ourselves as a small business.
“Euroflorist has big growth plans, and partnering with them means we can grow while retaining the thoughtfulness that is at our core – something the Euroflorist team really recognises as our USP.”
The DBHF team, brand identity and product ethos will remain unchanged, Expanded operational support will enable the company to enhance its offer, grow capacity, and reach new customers. Steph will remain as managing director.
Headquartered in Malmö, Sweden, Euroflorist operates across 11 markets. Founded in 1982, the company connects customers to local florists and an expanding range of curated gifts.