Independent brands. Common infrastructure.

Limitless started in Kuala Lumpur in 2016 with a straightforward observation: sending flowers in Southeast Asia was harder than it needed to be. Fragmented florists, unreliable delivery, no way to know whether the thing you’d paid for had actually arrived.

We built Flower Chimp to fix that in Malaysia, then took the same model into Singapore, Hong Kong, Indonesia and the Philippines. Cakes followed - CakeRush brought the same logic to celebration cakes, a category with the same fragmentation problem and the same delivery-day stakes.

In 2021 we launched Bloomeroo in Australia. We had no office there, no warehouse and no local team - it was built and run remotely from Kuala Lumpur, in the middle of a pandemic. It worked because the platform did the heavy lifting, and it told us what we needed to know about the Australian market.

In May 2022 we acquired LVLY, Australia’s same-day flower and gift delivery brand. Australia is now our largest market. Within a year of closing, LVLY had opened a fulfilment centre in Perth, launched in Singapore and Malaysia, migrated to a new commerce platform and moved onto our own operations technology. Bloomeroo expanded nationwide on the back of that same infrastructure.

In 2024 we acquired Happy Bunch, founded in 2014 on the idea that flowers shouldn’t be reserved for big occasions.

Today we are headquartered in Melbourne, operate eight fulfilment centres across the region, and have served more than a million customers.

Most e-commerce groups are holding companies - a portfolio of businesses that happen to share a shareholder register. We’re the opposite.

Our brands share a proprietary order management system, a regional fulfilment network, in-house marketing and creative, procurement, data and customer service. Each brand keeps its own identity, its own customers and its own market position. Almost everything behind the storefront is common.

That’s what makes a sixth brand cheaper to run than the fifth, and what lets an acquired business reach new markets in months rather than years.