Founded in 2015 by Giden Lim and Penny Choo, BloomThis wanted to address the gaps in the floristry industry observed by the husband-wife duo, including boring floral designs, poor customer experience, and a lacklustre buying and delivery experience.

BloomThis started off as a flower subscription service but evolved into a full-on online gifting store, and has even ventured into the physical world with the opening of 3 brick-and-mortar stores.

We speak to Giden Lim, the CEO and co-founder of BloomThis, about the brand’s journey spanning the past nine years, delving into the company’s evolution, the recent expansion into physical stores, the intricacies of navigating the flower industry, why Bloomthis prioritised profitability over growth, and reasons behind why Giden and Penny bought all their shares back from investors.