LVLY
LVLY was founded in 2015 by Hannah Spilva and Verity Tuck, two friends with a passion for flowers and gifting experiences. They aimed to disrupt the traditional flower delivery industry by creating a brand that offered unique and modern arrangements with a personal touch. The founders noticed a gap in the market for affordable yet stylish floral gifts that could be delivered promptly and wanted to fill that void with LVLY.
Hannah Spilva, one of the co-founders of LVLY, had a background in digital marketing and brand strategy. She previously worked as the Marketing Director for one of Australia's largest online retailers. Verity Tuck, the other co-founder, brought her experience in event management and logistics to the table. Together, their diverse skill sets helped shape the foundation of LVLY and their vision for the brand.
LVLY started as a small operation, with the founders personally arranging and delivering the flowers themselves. They focused on building a strong online presence and creating a distinctive brand identity. Through social media marketing and word-of-mouth, LVLY gained popularity and began to expand its customer base.
As the demand for their unique flower arrangements grew, LVLY scaled its operations and established partnerships with local florists to ensure efficient and timely deliveries. They also expanded their product offerings to include additional gift items such as candles, chocolates, and personalised cards.
The COVID-19 pandemic, which started in early 2020, presented both challenges and opportunities for LVLY. On one hand, the restrictions and lockdowns imposed during the pandemic affected the gifting industry, as people had limited access to physical stores and were unable to celebrate special occasions in person. However, the increased reliance on online shopping and the need for thoughtful gifts to uplift spirits provided a boost to LVLY's online flower delivery service.
LVLY quickly adapted to the changing landscape by implementing contactless delivery protocols and promoting their services as a safe and convenient way to send love and support during challenging times. Their online platform became an appealing option for individuals and businesses looking to send heartfelt gifts while adhering to social distancing measures.
Key Learnings:
Differentiation through Unique and Modern Designs: LVLY recognized the need for distinct floral arrangements that stood out from traditional options. By offering unique and modern designs, they were able to differentiate themselves in the market and appeal to customers seeking something fresh and stylish.
Seamless Online Experience: LVLY understood the importance of providing a seamless and user-friendly online platform. They likely invested in developing an intuitive website and streamlined ordering process, making it easy for customers to browse, select, and purchase their floral gifts.
Personalisation and Thoughtful Gifting: LVLY realised the significance of personalisation and creating memorable gifting experiences. They may have learned to offer customisable options, such as adding personalised messages or incorporating additional gift items, allowing customers to tailor their orders and make them more meaningful.
Competitive Advantage:
Unique Floral Designs: LVLY's focus on unique and modern floral arrangements sets them apart from more traditional competitors. Their designs cater to customers who appreciate contemporary aesthetics, allowing them to capture a niche market segment.
Convenience and Timely Delivery: By establishing partnerships with local florists and optimizing their delivery processes, LVLY can offer same-day and next-day delivery in selected areas. This convenience and prompt service give them an advantage over competitors who may have longer delivery times.
Branding and Customer Experience: LVLY has likely developed a strong brand identity centered around creating joyful experiences through their floral gifts. Their emphasis on personalisation, attention to detail, and memorable unboxing moments contribute to an exceptional customer experience, setting them apart from competitors who may not prioritise these aspects as much.
Digital Marketing and Online Presence: LVLY's founders, with their background in digital marketing, likely understand the importance of effective online branding and marketing strategies. Their ability to leverage social media platforms, influencer collaborations, and targeted online advertising campaigns likely contributes to their visibility and customer acquisition.
LVLY eventually acquired in 2022 by Limitless Technology for A$20 million.