The essential ingredients
The driving force for the business came from a gap in the greeting card market.  Supermarkets are taking a bigger share of trade but there is a whole top tier of the industry not represented.  Zoë Hiles who launched Squashed Tomato in September 2006 says 
“I wanted to offer these beautiful designs with absolute convenience - home delivered premium branded cards.  Using my buying experience I cherry pick across different suppliers then mix the cards into themed selections making choosing easy for my customers and passing on substantial savings compared to buying the same cards individually.  As Squashed Tomato is about convenience, customers can stock up as and when they need or we will automatically send a new card selection every 3 months. “