Online florist Bloom & Wildhas has completed a £2.5m Series A funding round led by MMC Ventures, the parties have announced.

MMC joins existing angel investors including Samos, Catamaran Ventures and Scott Sage, who also participated in the round.

Launched in 2013 by Aron Gelbard and Ben Stanway, Bloom & Wild has developed a floral brand centred around letterbox packaging to enable a bouquet of flowers to be delivered through any standard letterbox.

Based in South-West London, the business delivers flowers across the UK and gives users the option of a monthly subscription.

Today’s funding announcement marks the next stage of growth for the business, which will use the funding to support further website and app development, investing in the UX, design and development teams, and to trial new products.

>See also: Secret Escapes raises $60m in Series C funding round

The news comes the week after Bloom & Wild announced their iOS app supports the newly launched Apple Pay.

Aron Gelbard, co-founder and CEO of Bloom & Wild, said the idea behind the company was to create “a flower brand that our customers genuinely love, with a focus on the best possible experience in buying and receiving flowers”.

“The ability to place orders in seconds via our app and website, and to receive freshly cut and beautifully presented flowers through the letterbox, is clearly resonating with customers, and now with investors,” he continued.

“Today’s funding marks an exciting next step – we look forward to working with Camilla and the team at MMC as we continue improving the proposition.”

Camilla Dolan, investment director at MMC Ventures, said that Aron and the team “have built a fantastic product with Bloom & Wild, which we are really proud to be supporting”.

“We’ve been particularly impressed with the approach they have taken to applying technology to creating a perfect gift experience for flower lovers,” she said.

“The MMC team have significant experience in supporting and helping to scale on-demand businesses, so we’re excited to start working closely with the team over the coming months.”

Further reading: Revolut raises £1.5m through Balderton Capital