Sproutl, a start-up company trying to connect the plant business with novice gardeners

this week’s 30 seconds interview I’m with Anni Noel-Johnson, co-founder of the online gardening marketplace Sproutl. The marketplace will launch on Monday after securing $ 9 million (£ 6.55 million) in seed funding in a round led by Index Ventures with the participation of Ada Ventures.

When and how did you start your business?

My husband and I bought an apartment in London, where there was a small little garden. I wanted to look good, but I didn’t know much about gardening. We went online and thought there was something there, but as a beginner I couldn’t find anything to talk to me.

So it was my idea as a consumer that I couldn’t find anything to find the problem I guessed. At that time, I was working full time at Farfetch. I began to consider the types of businesses that make up the industry and to connect a new generation of gardeners with these families.

I decided to quit Farfetch, who worked full time, in 2019 and set this up with co-founder Andy Done [also a former Farfetch employee]..

How would you describe Sproutl?

Sproutl is a market that connects a new generation of gardeners to the best and most independent gardening centers, shops and nurseries.

What are your plans for this year?

There are several more supply partners that we are considering launching. Building that supply base is a big deal for us. We also put a great deal of emphasis on the content aspect, helping people get inspiration through educational and non-overwhelming content.

How did Covid-19 influence your business start-up?

Since it was incorporated in February 2020, the blockage occurred literally a month later. We are a remote start-up. Our team has never been in a room together.

From an industry perspective, 18 months was very difficult, mainly due to extreme demand volatility. But what’s exciting is that there’s clearly an appetite from this younger generation. NS The Royal Horticultural Society said there were 3 million new gardeners What is important for many of these companies is how to pay attention to them in the future. This audience has high standards of expectation for the consumer experience, so what we want is to connect those businesses with that audience.

Sproutl, a start-up company trying to connect the plant business with novice gardeners

Source link Sproutl, a start-up company trying to connect the plant business with novice gardeners

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