In 2023, after years of utilising seed and VC funding to scale their operations, BloomThis co-founders Penny Choo and Giden Lim executed a rare strategic move: they bought their company back. Today, the fully independent, vertically integrated floral and gifting e-commerce platform is generating 8-figure annual revenues with healthy 7-figure profit margins across Malaysia and Singapore.

Penny joins us to dissect the hard metrics behind their success. We scrutinise the unit economics of a perishable supply chain, how to protect brand equity against the cheap discounting of TikTok social commerce, and the strategy behind driving customer retention in an industry reliant on episodic, once-a-year purchases.