Dive Brief:
- Floral company UrbanStems appointed Ana Mollinedo Mims as its new chief executive officer, according to a Tuesday press release. She will also serve on the company’s board of directors.
- Mims replaces Seth Goldman, who took on the CEO position in 2018 after serving as chief operating officer. Having lived and worked on four continents, Mims brings executive experience from companies such as Cemex and Starwood Hotels & Resorts Worldwide.
- The new chief executive will be responsible for UrbanStems’ strategic vision, customer experience and market presence expansion. Mims was born in Havana, Cuba, and UrbanStems hopes to deepen its relationships with its supplier in Latin America, which it calls the “global hub for flower cultivation.”
Dive Insight:
UrbanStems believes Mims’ “deep understanding” of UrbanStems’ female customers will help set it up for growth.
"I am truly honored to join the UrbanStems team and build upon the company's remarkable success delivering beautifully curated floral products to customers nationwide,” Mims said in a statement. “UrbanStems was born out of a clear need to disrupt the floral delivery space and I am enthusiastic about collaborating with our talented team and our farm partners to continue innovating and further solidifying the company as the premier direct-to-consumer brand in this space.”
Mims joins the company over two years after UrbanStems closed a $20 million Series C funding round. The investment was led by SWaN & Legend Venture Partners and DFE Capital Management, with participation from Motley Fool Ventures, Gordon Segal and others. At the time, the Series C marked $48 million in total funding raised by the company.
“I want to extend our heartfelt gratitude to Seth Goldman for his exceptional leadership over the last five years. His vision, dedication, and commitment to excellence have been instrumental in shaping UrbanStems,” David Strasser, partner at SWaN & Legend, said in a statement. “We are very excited about the next chapter under Ana. Her experience igniting growth and transformation within brands is a perfect fit for the company’s ambitious goals to redefine and differentiate UrbanStems in the floral gifting space.”
In addition to nationwide next-day shipping, the online flower company offers same-day, on-demand delivery in New York City, Washington D.C. and Los Angeles.
