PAI-backed MyFlower adds Interflora Sweden to its basket

• MyFlower Group operates the Interflora brand in seven countries
• PAI Partners invested in MyFlower in 2021
• PAI Partners is a private equity firm based in Paris, France

MyFlower Group, backed by PAI Partners, will acquire Interflora Sweden in line with its strategy of consolidating the Interflora brand in Europe. No financial details of the transaction were disclosed.

Interflora is a flower delivery company based in Lincolnshire, England.

MyFlower Group operates the Interflora brand in seven countries, including France, Spain, Italy, Portugal, Denmark, Luxembourg, and Romania.

This acquisition will allow MyFlower Group to further accelerate investments in its technology platform.

PAI Partners invested in MyFlower in 2021.

MyFlower is a European flower and gift digital platform operating the Interflora brand in key European markets.

PAI Partners, based in Paris, France, is a private equity firm that manages €24.7 billion of dedicated buyout funds. The firm has completed 95 investments, representing over €81 billion in transaction value.