Edible Blooms courts private equity for controlling stake sale
Online gifting business Edible Blooms & Co has appointed an advisor to run a sale process for a controlling stake, targeting private equity buyers.
Transaction snapshot
Deal value: N/A
Deal multiples: N/A (projected revenue of $70 million-plus and EBITDA of $10 million-plus for the next financial year)
Deal type: Controlling stake sale
Investors: Private equity (expressions of interest sought; specific parties not disclosed)
Founded in Adelaide in 2006 by Abbey Baker and Kelly Jamieson, Edible Blooms is an online gifting platform offering same-day delivery across Australia and New Zealand. The business operates across five segments: chocolate bouquets, same-day perishables (fresh fruit, doughnuts), gift boxes and EB-branded hampers, Dessert Boxes (targeting tradies), and Hampers.com.au.
The company has grown revenue by more than four times since FY2025, driven by an aggressive acquisition strategy. The most significant deal was the purchase of Interflora's Australian hampers business in December, which brought Hampers.com.au into the group. Earlier, in July 2024, Edible Blooms acquired Dessert Boxes for $320,000 (including $60,000 of stock) when that business was generating $900,000 in annual revenue. According to the sale pitch, Dessert Boxes was fully integrated into the group dispatch system by day two and contributing to profits by month three.
The sell-side pitch has positioned Baker and Jamieson as willing rather than forced sellers, seeking a growth-minded investor to help scale the business. Next steps include further opportunistic acquisitions, followed by an expansion into fresh flowers.
The company has sought to address concerns around discretionary spending weakness, arguing that gifting is resilient because "recessions cancel holidays but not birthdays." The pitch has also positioned Edible Blooms as a consolidator that could take advantage of falling sector multiples to acquire smaller struggling players.
The business has been presented with a fully developed technology stack — multiple brands consolidated onto a single platform — and multi-warehouse capability enabling same-day delivery across 70 per cent of Australia. Edible Blooms was an early mover in online retail and was among Afterpay's first clients in 2015.
