Lendway, Inc. acquired a majority stake in Bloomia B.V. in February 2024, marking its entry into the specialty agricultural sector. Bloomia is a producer and seller of fresh-cut tulips with operations in the United States, the Netherlands, and South Africa. This acquisition fundamentally reshapes Lendway's business model.
Bloomia's operational model centers on hydroponic growing in its U.S. and South Africa facilities, enabling year-round production. The company also leverages automation in its U.S. greenhouse to enhance production efficiency. This approach aims to offer premium products with a longer shelf life.
By sourcing tulip bulbs globally and growing stems domestically in the U.S., Bloomia seeks to achieve higher margins. This strategy reduces reliance on expensive air freight for imported finished stems. The acquisition positions Lendway in a niche segment of the fresh-cut flower market.
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