In the beginning glance, Colvin — which just recently revealed that it has raised a $15 million Series B– may appear like simply another flower and plant delivery business, however co-founder and CEO Andres Cester said the start-up has a much grander vision.

“We were born with the ambition the business that would revamp international flower trade,” he said.

Apparently, when Cester and his co-founder/COO Sergi Bastardas started looking into the flower supply chain, they discovered an industry that was both “fragmented” in regards to sellers and growsers, but likewise surprisingly central, with the Aalsmeer Flower Auction in the Netherlands accounting for 77% of all flower bulbs offered globally.

With all the middlemen, Cester said flowers end up being more expensive (with the growers getting a smaller share of the general payment), and it takes longer for the flowers to reach the customer.

The start-up produced a marketplace where customers are buying flowers from straight the growers, with Colvin as the only intermediary. That leads to typical cost savings of 50% to 100% compared to online competitors, Cester stated. (For instance, the arrangements featured on the Colvin homepage all expense about EUR33 or EUR34).

And while the flower organisation is hurting in general due to the COVID-19 pandemic, Bastardas said consumers are turning to online choices, with Colvin seeing a fourfold sales increase year-over-year, and shipment volumes worth $1 million in a single day. The challenge, he said, has actually been ensuring to deliver those flowers within the guaranteed time window.

Colvin founders

Image Credits: Colvin Cester said Colvin started by selling directly to consumers due to the fact that it was a great way to develop the supply from growers, and that consumer sales should a become a profitable, “cash-generating company.” The business’s huge focus moving forward is developing out its sales to flower wholesalers, who in turn offer to the merchants.

“We’re imagining the B2B part of the business is going to drive the majority of the returns and valuation,” Bastardas added.

Colvin was established in Spain and presently runs in Spain, Italy, Germany and Portugal. There are no plans to come to the U.S. anytime quickly, however Cester stated, “Our company believe that if we actually wish to … redesign how the flower market works, we’re going to need to land in U.S. eventually.”

The startup has actually now raised an overall of $27 million. The brand-new round was led by Italian investment fund Milano Financial investment Partners, with involvement from P101 sgr and Samaipata.

And if you’re questioning the name, Bastardas stated the business was named for civil liberties leader Claudette Colvin, who was arrested in a number of months prior to Rosa Parks in Montgomery, Alabama for declining to give up her bus seat to a white person.

It’s an incongruous option for a flower startup, but Bastardas stated the founders took motivation from Colvin’s story and the concept that “from numerous little actions, we can truly alter a market.”

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.