By Hanim Zulaikha Zulkifli
In the rapidly evolving world of branding and marketing, cross-industry collaborations have become a powerful strategy for companies looking to expand their reach, engage with new audiences, and offer fresh, unique experiences to their customers. One such company that has leveraged these collaborations effectively is BloomThis, Malaysia’s beloved floral brand. The brand, known for its premium floral arrangements and gifting experiences, has partnered with a variety of brands across industries, from fashion to food, creating partnerships that drive innovation, customer engagement, and brand loyalty.
To get a deeper understanding of how BloomThis has embraced cross-industry collaborations, we spoke with Penny Choo, Co-Founder and Managing Director of BloomThis, and Giden Lim, CEO of BloomThis. Together, they shed light on the key principles behind their strategy and how they ensure their collaborations are not only impactful but also aligned with the brand’s vision and values.
The Power of Cross-Industry Collaborations
In an increasingly competitive market, Penny highlights that cross-industry collaborations are essential for expanding a brand’s audience and offer unique value.
"A truly impactful partnership isn’t just about placing two brands side by side, it's about crafting a compelling story and experience that resonates with both customer bases," said Penny.
By tapping into different industries, brands can create something that feels fresh, exciting, and relevant, helping them stand out in a crowded marketplace.
For Penny, the beauty of cross-industry collaborations lies in the ability to introduce each brand to a new audience.
"For example, a floral brand like BloomThis partnering with a fashion house or a gourmet brand not only creates a beautiful aesthetic but also enhances the overall gifting or lifestyle experience," she said.
This approach has proven successful for BloomThis, which has worked with notable brands such as Kate Spade, Tealive, and Mimpikita, to name a few.
Elevating Brand Positioning through Unique Collaborations
When asked about the impact of their past collaborations, Penny and Giden shared that each partnership serves a distinct purpose. Some are focused on brand positioning, while others aim to deepen customer engagement. Take the collaboration with Kate Spade New York Fragrance: this was a beautiful blend of luxury fashion and floral artistry.
"By incorporating their signature brand aesthetics into our flower arrangements and packaging, we created a collection that felt exclusive, aspirational, and aligned with Kate Spade’s brand DNA," Penny explained.
The partnership elevated BloomThis' positioning, introducing them to a more fashion-forward and premium audience while offering Kate Spade’s customers an elevated unboxing experience.
On the other hand, BloomThis’s partnership with Tealive focused on accessibility and fun, leveraging the cultural appeal of Malaysia’s beloved bubble tea brand to engage a younger, social media-savvy audience. By pairing flowers with bubble tea, BloomThis generated a buzz on platforms like Instagram and TikTok, allowing the brand to tap into new customer segments while making florals feel trendy and approachable.
Building Loyalty through Meaningful Collaborations
For Penny, collaborations are not just about visibility, they also play a crucial role in strengthening customer loyalty.
“Collaborations help us build trust by adding real value to our customers’ lives. Offering exclusive experiences or value-added services through partnerships allows BloomThis to offer more than just a product; it gives customers an experience that complements their lifestyle.” she said.
An example of this is BloomThis’ partnership with HHI, Malaysia's first ocean-bound plastic recycling company. The collaboration turned waste into beauty, creating eco-friendly vases from recycled plastics collected during beach clean-ups. Not only did this initiative promote sustainability, but it also resonated with BloomThis’ environmentally-conscious customer base, deepening brand loyalty while making a positive impact on the planet.
The Role of Technology in Expanding Reach
As Giden explains, technology plays a pivotal role in BloomThis' approach to collaborations today.
"We have moved from relying on industry connections to using data and analytics to guide our decisions," said Giden.
By leveraging customer insights, BloomThis ensures that every collaboration is audience-driven, strategic, and impactful.
Digital platforms have also opened up new avenues for collaboration. Giden shared that BloomThis has embraced joint e-commerce strategies with partners like TikTok Shop and Instagram Shopping, enabling customers to shop for both brands in a single, frictionless experience. This digital-first approach ensures that collaborations are not only meaningful but also accessible, aligning with the convenience that today’s consumers demand.
Maintaining Brand Authenticity in Partnerships
One of the biggest challenges when collaborating across industries is maintaining brand authenticity. Penny acknowledged that a successful collaboration isn’t just about putting two logos together, it’s about crafting something that resonates with both brands’ core values and audiences.
“The challenge is ensuring that both brands’ identities, values, and messaging align seamlessly while still maintaining the authenticity of each,” said Penny.
Setting clear objectives and understanding the partner’s target audience and values from the start helps BloomThis ensure that their collaborations feel natural rather than forced.
The brand’s commitment to authenticity is exemplified in its work with HHI. Beyond simply promoting eco-friendly products, the collaboration tells a meaningful story about environmental responsibility and second chances.
"We didn’t just create a product; we created a story that our customers could connect with on a deeper level," added Penny.
Looking Ahead: What’s Next for BloomThis?
As Penny and Giden look to the future, they are excited about the endless possibilities for innovation in the world of cross-industry collaborations. With the advancement of AI and digital technologies, they foresee even more immersive and experiential collaborations that allow customers to engage with BloomThis in new and exciting ways.
"One of the biggest areas of opportunity is experiential collaborations, where customers don’t just receive a product, but become part of a unique, memorable experience,” said Giden.
Whether it's creating exclusive products, co-developing unique campaigns, or experimenting with new formats, BloomThis is committed to staying at the forefront of innovation.
Blooming Through Collaboration
BloomThis has demonstrated how effective cross-industry collaborations can be in driving brand engagement, loyalty, and innovation. By carefully selecting partners that align with their values and audience, and by leveraging technology and creativity, BloomThis continues to redefine the floral industry, one partnership at a time. Whether it’s blending luxury fashion with floral artistry or driving sustainability through innovative products, BloomThis shows that the key to successful collaborations lies in authenticity, creativity, and a shared vision.
