Bloomscape Founder Justin Mast on Building a Detroit Startup

Bloomscape's Detroit Roots: A Founder's Perspective

Justin Mast founded his plant retail company, Bloomscape, in Detroit for a straightforward reason: it’s his home.

He explained that Detroit provided a robust support system and a well-established professional network. This was a key factor in his decision-making process.

From Grand Rapids to Detroit

Although Mast originates from Grand Rapids, Michigan’s second-largest city, a visit to Detroit following his graduate studies at the University of Michigan profoundly impacted him.

He was captivated by the city’s vibrant atmosphere and palpable energy. This experience solidified his desire to establish Bloomscape within Detroit’s boundaries.

Leveraging Michigan's Horticultural Heritage

The choice of Detroit was also strategically aligned with Michigan’s prominent position in the horticulture sector.

Specifically, the state ranks highly in floriculture production within the United States, offering a significant advantage for a plant-based startup.

A Family Legacy in Plants

This horticultural background isn’t merely coincidental for Mast. His family boasts a five-generation involvement in the industry, with roots extending back three generations in the Netherlands.

He gained firsthand experience working in the family greenhouse as a child, even operating a roadside plant stand.

Early Entrepreneurial Ventures

That roadside stand served as Mast’s initial entrepreneurial endeavor, akin to a traditional lemonade stand.

Its success necessitated assistance from his siblings and ultimately generated enough capital for him to purchase a used vehicle.

Bloomscape's Competitive Advantage

Bloomscape was launched in 2018, and Mast identified a key advantage from the outset: a deep understanding of the plant business.

This expertise enabled the company to successfully ship larger plant varieties, such as birds of paradise and Chinese fan palms, and subsequently expand into outdoor plants and curated garden kits.

Mastering the Supply Chain

“By concentrating on the often-overlooked aspect of the supply chain, we’ve engineered a process for shipping larger plants at scale across the nation,” Mast stated.

He emphasized Bloomscape’s ability to consistently deliver tropical plants even during winter months, leveraging their knowledge of plant behavior, supply chain logistics, and carrier nuances.

Funding and Investment

To date, Bloomscape has secured $24 million in funding, with a recent Series B round led by General Catalyst last fall.

Additional participation came from Annox Capital’s Bob Mylod, Home Depot board member Jeff Boyd, former Seventh Generation and Burt’s Bees CEO John Replogle, and existing investors Revolution Ventures and Ludlow Ventures.

Resisting Pressure to Relocate

Mast confirmed that investors occasionally suggested relocating the startup to Silicon Valley.

However, he ensured that all investors recognized the strategic benefits of remaining in Detroit, or were willing to accept the location as a non-issue.

Attracting Top Talent

The Detroit location hasn’t hindered Bloomscape’s ability to attract skilled professionals. The company successfully recruited Aaron Averbuch, formerly of Seattle, to serve as CTO.

Furthermore, Detroit’s proximity to the University of Michigan and other institutions in Chicago and Pittsburgh provides access to a talented workforce.

A Thriving Detroit Startup Ecosystem

Mast highlighted the recent surge in successful startups in Detroit, citing companies like StockX, Floyd, and Autobooks as examples.

“We are incredibly pleased to be based here,” he concluded, expressing enthusiasm for the city’s growing entrepreneurial landscape.