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Euroflorist and eFlorist sold on

Euroflorist .... the parent company of UK based eFlorist and a leading European e-commerce company for flowers has been 100% acquired from Swedish venture capital company Litorina by a new consortium called Euroflorist 2.0 AB.

eFlorist, formerly known known as Teleflower, Teleflorist and Teleflora was founded in the UK back in the 40’s but is not connected to the American brand Teleflora, part of The Wonderful Company who are owners of Interflora British Unit but not the American, European or other world wide divisions of FTD or Interflora.

Backed by Magnus Silfverberg, former CEO of Bisnode and Betsson, and Johan Tjärnberg, CEO of Trustly, the new consortium includes Richard Båge, Jakob Tolleryd, NEA Partners, Inbox Capital and Tagehus, among others.

In a press release on their website, the new owners say: Euroflorist, founded in 1982, is a leading European e-commerce platform for flowers and complementary products. It operates mainly under the Euroflorist ( and eFlorist ( brands.

The company's sites allow consumers to send high-quality flowers to their loved ones, both at home and abroad. The company operates and has sites in 11 European countries and has offices in Sweden, the UK, the Netherlands and Poland.

The company has a total of around 165 employees and a turnover of over SEK 1.5 billion. "Euroflorist has strong brands and a leading market position in its markets. We will invest long-term in the business with the ambition to develop an even better company," says Magnus Silfverberg, who will take over as CEO from Per Lindsjö who is leaving the company.


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