Online gifting business Edible Blooms courts private equity

Edible Blooms & Co, an online gifting business specializing in chocolate bouquets and gourmet gift hampers, has engaged corporate advisory boutique McKellar Partners to market a controlling stake to private equity investors. The move represents a potential liquidity event for founders Abbey Baker and Kelly Jamieson, who established the Adelaide-based company in 2006.

The business operates across Australia and New Zealand, offering same-day delivery of its proprietary chocolate flower arrangements alongside expanded product lines including gourmet gift hampers, living plant gifts, and corporate gifting solutions. This diversified product portfolio positions Edible Blooms within the broader e-commerce gifting market, which has attracted increasing private equity interest as consumer spending on curated, experiential gifts has grown.

The engagement of McKellar Partners—a corporate advisory boutique with established credibility in mid-market transactions—suggests a professionally managed sale process targeting institutional buyers. The focus on a controlling stake rather than a full exit allows for flexibility in deal structuring, potentially enabling founder retention or continued equity participation post-transaction, a framework increasingly favored in consumer e-commerce acquisitions where founder involvement drives brand authenticity and operational continuity.

The timing aligns with broader private equity appetite for consumer gifting platforms. Comparable businesses in the sector, including international players like Bloom & Wild in the UK, have attracted significant institutional capital, demonstrating investor confidence in online gifting as a defensible, recurring-revenue business model with clear unit economics.