Published: December 15, 2025 at 12:00 pm
Startup founders require many qualities if they are to succeed – but chief among them are resilience and a capacity for hard work.
Sisters Adi and Kati Hristova, who are looking to redefine how hospitality businesses operate with growyze, know all about this.
Now based in London, their upbringing in post-Communist Bulgaria shaped them as people and, perhaps, as entrepreneurs.
“From a very young age we helped our parents with whatever extra jobs they took on to support the family – whether we were four years old or 11,” Adi tells BusinessCloud. “That experience shaped a lot of who we are today.
“It taught us not to be afraid of hard work, to stay resourceful, and to keep going despite challenges or uncertainty. In many ways, that upbringing set the foundation for the resilience we’ve needed as founders.”
She adds: “Our family dog was called Democracy — a very on-brand name for the times. She’d even bark if someone said ‘Catch the Communist!’”
growyze has raised over £1m from angel investors including Mark McDermott; SyndicateRoom; and 00 Investments. Today the platform is used by brands including Holiday Inn, Ramada by Wyndham, IBIS hotel, Great British Inns Limited, Birleys and Padel Social Club.
Learn more about their bridge round on Crowdcube, pivot and plans for the future.