‍Who is Juan Palacio?

Meet Juan Palacio, Founder of BloomsyBox!

About BloomsyBox

BloomsyBox is a subscription flower service that allows customers to design bouquets and have them shipped when and where they want. All of the products are sustainably sourced and arrive fresh at your door. 

Juan’s Journey

Juan Palacio, founder and CEO of BloomsyBox, entered the E-Commerce flower business nearly 20 years ago. Before starting BloomsyBox, Juan had experience in the flower industry, selling flowers directly to consumers through another venture. 

His passion for entrepreneurship and deep knowledge of the online flower market led him to identify a gap in the market for high-quality, consistently delivered flowers. In 2015, at the height of the subscription commerce boom, Juan saw an opportunity. "There was an opportunity for us to use this subscription as the vehicle for customers to discover and enjoy fresh flowers," he recalls. BloomsyBox was born out of this vision, delivering curated, fresh-cut flowers directly from farms in South America.

BloomsyBox has stayed true to its founding principle: delivering high-quality flowers while keeping customers excited about discovering new varieties. "We continue to deliver fresh-cut flowers directly from farms in South America and the world, keeping our customers happy," Juan says, emphasizing the company's commitment to quality and customer satisfaction.

The Team at BloomsyBox

In the beginning, BloomsyBox was a one-man operation, with Juan handling everything from customer service to order fulfillment. "It was more of a proof of concept," he says.

As the business grew, Juan began hiring help, starting with production and operations roles. Now, BloomsyBox has evolved into a 50-person team with a hybrid structure, blending in-office and remote work. 

The team is spread across Latin America, with data analysts in Colombia, buyers in Ecuador, and a diverse mix of roles in Argentina and Nicaragua. Meanwhile, marketing and product design are based in California, and customer service operates from Louisville, Kentucky. "We’re 100% hybrid," Juan notes, highlighting the company's global and flexible team structure.

Business Growth and Revenue Strategies

For BloomsyBox, growth has been fueled by a strategic focus on retention, especially in the competitive subscription-based market. Juan highlights how the company has evolved from relying solely on word-of-mouth and basic marketing to partnering with major retailers like QVC and Amazon. "We were just focusing on delivering great customer service and customer experience," Juan explains. This emphasis on quality, coupled with expanded product offerings like the Martha Stewart Rose line and a new collection inspired by the New York Botanical Garden, has helped the company grow significantly.

Today, BloomsyBox's customer base is composed of about 60% subscribers and 40% one-time buyers. Retention is central to their revenue model, as Juan notes, "Retaining customers is probably even more important than acquisition."

 With customer retention directly impacting profitability, BloomsyBox continually strives to keep customers engaged and satisfied with their flowers. This focus on long-term customer relationships is what drives the company's growth and ensures its continued success in the market.

Growth Through Development

"We're focused on expanding our product offering, particularly by enhancing our plant collection, which has grown from a small selection to a significant revenue generator," explains Juan. 

BloomsyBox is also working on introducing complementary items, like floral accessories, and providing customers with more options to customize their bouquets and subscriptions. "We want to make the experience flexible so that customers can personalize their orders without needing to talk to anyone," Juan adds. 

Scaling operations and improving supply chain efficiency are key priorities, especially in remote areas where distribution can impact quality. Sustainability is another core focus, with the company exploring eco-friendly packaging and ensuring that all partner farms adhere to sustainable practices.

BloomsyBox’s CX Philosophy 

Juan's customer service philosophy is deeply influenced by the late Tony Hsieh, former CEO of Zappos. "I became obsessed with the whole principle of marketing through customer service," he shares.

For Juan, putting the customer at the center of everything is essential, though he acknowledges it’s easier said than done. Especially with a product like flowers, which are "made by Mother Nature" and can sometimes be imperfect despite their best efforts.

This commitment to customer satisfaction is reflected in the company's policies. "If our customer is not happy with their bouquet, we don't ask questions, we replace it immediately," Juan emphasizes. 

Innovation and Adaptability

BloomsyBox’s commitment to innovation is driven by customer feedback, which has led to the development of unique product offerings. Juan recalls how customer inquiries sparked the idea for one of their most successful initiatives: the pet-safe flower subscription. "At first, we didn’t have questions, not feedback questions," he says, but when customers began asking if their flowers were safe for pets, it prompted a deeper investigation. 

Juan explains, "We started digging really deep into the subject and found studies on which flowers are pet-safe and which are not."

This research revealed that many common bouquets, like those found at grocery stores, can be harmful to pets. In response, BloomsyBox launched a pet-safe flower subscription, carefully curating bouquets safe for both cats and dogs. 

"It has been an amazing success," Juan shares, noting how the collection has grown in popularity. The company is now expanding this concept into a full pet-safe product line. This example highlights how BloomsyBox leverages customer feedback to drive innovation and meet the evolving needs of its customers.

‍