ETT HEM LONDON - SEIS / EIS

Brought to you by Novabook the accountant for startups

This Shaman letter will definitely have some colour… Who knew faux flowers could be so beautiful and look so real.

Ett Hem London is shaking up the floral industry by making faux flowers fashionable, cost-effective and sustainable. Their design-led approach has not only got them incredible PR on leading lifestyle media but also high-profile clients like the Royal Opera House or Net-a-Porter.

As always paid subscribers can access the deck below.

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Without any further addo… introducing ETT HEM London:

Overview

Ett Hem London is redefining the flower game — and doing it in style. Founded by Elle King and Sarah Radovich, the brand offers hyper-realistic, design-led faux flower arrangements that feel as luxurious as the real thing, minus the waste, cost, or constant upkeep.

Think: quarterly bouquets that ship in chic gift boxes, last forever, and look good enough to fool your mum into putting them in water (yes, that happened!). With high-profile clients like Net-a-Porter, Buckingham Palace, and the Royal Opera House, Ett Hem London is carving out a premium lane in a $59B global market.

The founding team brings deep expertise: Elle, an award-winning Design Director with over 14 years of experience in homewares, interiors, and fashion, brings a creative vision that’s both stylish and sustainable. Sarah, with more than 13 years of experience scaling consumer startups, drives the commercial strategy and market expansion that’s fueling Ett Hem London’s growth.

They’re selling direct to consumers in 22 countries, scaling retail and B2B, and already turning heads in Vogue, Elle, House & Garden, and Harper’s Bazaar. This isn’t your grandma’s faux flower brand — it’s a whole new category.

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Novabook is the accountant for startups. It’s built by tech entrepreneurs who scaled their previous UK startup to 15M users and achieved an 8-figure exit. Frustrated by the lack of quality financial support for founders, they set out to create what they wished they had: responsive accounting services by accountants who get startups. Whether starting, raising, scaling, or planning to exit your business, the team at Novabook can support you at every step.

Stephen, their founder is a great guy and investor on the Shaman List — it’s all family here.

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Key Numbers:

• £430K gross sales to date

• 240% YoY growth

• 81% gross margin on an AOV of £78

• £45 CAC with profitability on first purchase

• 22 countries shipped to, 20%+ repeat rate

• £1M+ revenue and profitability targeted in the next 12 months

Investment Ask

• Raising: £350K via Advance Subscription Agreement

• Valuation: £1.75M pre-money

• SEIS approved / EIS eligible

• £100K already committed

• Minimum ticket: £2.5K

• Investor perks: From quarterly bouquets to bespoke floral installations for larger backers

If you want to read their deck, you can subscribe to The Shaman List for the price of a coffee…