Petalfox

Co-Founder & COO

Petalfox, co-founded by Kelly Nyland and Rhenee Bartlett, former Snapchat employees celebrated for launching Snapchat's camera glasses, emerged as an innovative player in the floral industry. With a combined 30 years of experience, they aimed to redefine buying behavior for a new generation. Petalfox stood out as the only company with a self-purchase DNA, targeting the significant market of women who constituted 80% of the $8 billion flower purchase industry, half of whom bought flowers for themselves.

Petalfox utilized a direct-to-consumer model via SMS, meeting customers in their digital habitat and offering a revolutionary checkout over text solution. The brand's ethos centered around self-love and treating oneself, making floral self purchase a weekly ritual through with simple reply-to-buy via a secure, reusable wallet for future purchases.

Their business model boasted a discovery and engagement strategy leveraging Instagram and Pinterest, acquiring customers' mobile numbers for a low-cost yet highly effective marketing channel. Petalfox achieved impressive metrics with $540 LTV and 45% gross margins.

Petalfox's operational efficiency was highlighted by their ownership of the supply chain and technology, resulting in high gross margins and savings on shipping rates by partnering with regional carriers and farms. This strategic approach allowed Petalfox to offer a seamless and engaging shopping experience, turning the act of buying flowers into a delightful and addictive activity for their customers..