Euroflorist sold - British Florist Association

Euroflorist sold

An investor consortium acquires Euroflorist

Euroflorist - Wikipedia

The investor consortium Euroflorist 2.0 AB have jointly acquired 100% of Euroflorist, a leading European e-commerce company for flower delivery. Behind Euroflorist 2.0 AB are Magnus Silfverberg, former CEO of Bisnode and Betsson, and Johan Tjärnberg, CEO of Trustly, and a consortium of co-investors including Richard Båge, Jakob Tolleryd, NEA Partners, Inbox Capital and Tagehus. The seller is the Swedish venture capital company Litorina.

Euroflorist, founded in 1982, is a leading European e-commerce platform for flower delivery and add-on products where consumers can send high quality flowers both nationally and internationally. The company mainly operates under the brands Euroflorist ( and Eflorist ( in 11 European countries and has offices in Sweden, the United Kingdom, the Netherlands and Poland. The company has about 165 employees and more than SEK 1.5 billion in revenues.

“Euroflorist has a strong brand and a leading market position. We will invest in the business from a long-term perspective with the ambition of developing an even better company,” says Magnus Silfverberg, who will take over the CEO position following the acquisition. Former CEO Per Lindsjö is leaving the company. “Under Per Lindsjö’s leadership, Euroflorist has successfully built a growing and profitable business. It is a privilege to take over after Per”, continues Magnus Silfverberg.

The new Board of Directors will consist of Johan Tjärnberg, Magnus Silfverberg and Jakob Tolleryd. Johan Tjärnberg will be appointed Chairman of the Board.

Advisors to the buyer side of the deal have been GDA, DLA Piper, PWC and ABG Sundal Collier.

Questions are answered by Magnus Silfverberg,

This is a press release from Euroflorist

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