Euroflorist has acquired gift company Don’t Buy Her Flowers, an online retailer specialising in thoughtful, personalised gift packages for life’s highs, lows and everything in between. The deal was advised by GS Verde Group.
Don’t Buy Her Flowers, founded in 2014, has grown from a kitchen-table idea into a much-loved UK gifting brand known for creating moments of connection. The business offers gift packages for consumers and businesses through dontbuyherflowers.com, specialising in bespoke gifts, with in-house production and fulfilment and a loyal customer base.
A strategic step into the broader online gifting market
Magnus Silfverberg, CEO and Group President of Euroflorist said:
“This transaction is a first step into the online gift market beyond flowers – a market estimated to be worth EUR 7–10 billion in Europe. The acquisition broadens Euroflorist’s offering and enables cross-selling of new gift categories on our UK site, eflorist.co.uk. Furthermore, we gain a strong team in the UK with in-house production and an exciting, growing company with a well-established brand.
Steph and the team have created a brand and a service that customers love, by really connecting with customers when they’re going through many different life stages, from babies to birthdays, bereavement and difficult times.
We can now focus on growth of Don’t Buy Her Flowers by realising synergies with our technical platform and coordinating certain functions, and the DBHF team will work with us to develop our gifting and B2B strategy at Euroflorist.”
A natural next step for Don’t Buy Her Flowers
While this marks a significant milestone, DBHF emphasises that what customers and partners know and love is staying firmly in place, along with the team.
“So many unexpected things have happened in the eleven years since I started Don’t Buy Her Flowers, but none more so than us joining forces with a florist!
Building Don’t Buy Her Flowers has been the most incredible, exhausting, brilliant journey, and this moment feels right,” says Don’t Buy Her Flowers founder Steph Douglas, who will remain with the business as Managing Director.
“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 Don’t Buy Her Flowers to the next level, to reach more people, to 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 have big growth plans and partnering with them means we can grow while retaining the thoughtfulness that is at our core, and that the team at Euroflorist really recognise as our USP.”
The DBHF team, brand identity and product ethos will remain unchanged, with expanded operational support enabling the company to enhance its offer, grow capacity and reach new customers.
GS Verde Group supported the transaction using their multi-disciplined, ‘One Team’ approach.
About Euroflorist
Euroflorist is a leading European online flower and gift platform with operations across 10 markets. Founded in 1982, the company connects customers to local florists and an expanding range of curated gift options. Euroflorist is headquartered in Malmö, Sweden.
About Don’t Buy Her Flowers (DBHF)
Founded by Steph Douglas in 2014, Don’t Buy Her Flowers is a UK-based online gifting company offering thoughtful, customisable gift packages for consumers and corporate clients operating from its in-house fulfilment hub in Gloucestershire.
