H. Bloom, Inc., an online flower delivery service, raised $9.88 million of a targeted $10 million in equity financing. Formerly known as Cardinal Street, the firm raised capital from 13 separate investors.

The company launched in April 2010 in New York City, and expanded to Washington DC in December 2010.

Named in the filing were co-founders CEO Bryan Burkhart, COO Srimant Panda, and directors Thomas Lehrman, former CEO of New York-based Gerson Lehrman; Sean Flynn; and Brian O'Malley, of Menlo Park, Calif.-based Battery Ventures.

H. Bloom is a subscription-based floral delivery service that delivers in New York and Chicago, and has just become available in the Washington, DC metro area. The firm delivers unique, luxurious and affordable arrangements as often as customers like, or budget will allow - weekly, bi-weekly, or monthly.