Floria Group becomes national flower broker, reaches a turnover of RON 17.5 mln in the first nine months

Floria Group has become a national player on the B2B segment and is acting as a flower broker, as well as trying to become a local alternative to flower brokers in the Netherlands. After consolidating its position in flower retail (B2C), online through Floria.ro and offline through its 6 flower shops, the Floria Group is moving its focus towards B2B sales growth, a segment that generated 40 percent of consolidated business in the first nine months of the year.

Corporate and SME customers generated a turnover of RON 7 million in the first nine months of the year, accounting for 40 percent of the Group’s total. The consolidated turnover of the Floria Group in the first nine months was RON 17.5 million, with a 40 percent increase over the similar period of 2017.

”Floria Group sales have increased by 40 percent over the same period last year, due to both the expansion of B2B distribution nationwide through Floria International Wholesale and retail sales (B2C) through Floria.ro and the flower network. At this time, we are the only local alternative to flower brokers in the Netherlands and ensure national distribution to resellers, regardless of their size,” says Adrian Ciucur, CEO of Floria Group.

Floria warehouse: the dynamic B2B engine

The growth engine on the B2B segment is the Floria warehouse, by developing the nationwide distribution. Through a dedicated key account team active in all areas of the country, the Floria Group’s import division exclusively targets resellers and flower and plant stores across the country.

Small business clients and independent florists are also served through the webshop, the online platform through which they can order flowers in bulk with delivery anywhere in the country.

”This year brought a change in our focus, from retail, where we are recognized as an important player and we have a strong brand, to the B2B segment. After consolidating operations in Bucharest, we decided to expand ourselves nationwide as we have the resources to manage orders from anywhere in the country. We have integrated the Dutch florist and plant brokerage model that takes orders through key account staff from regional warehouses and through independent florist and flower webshops. For them, delivery to the address is an important operational advantage, having direct access to fresh flowers from the Dutch producers’ stock,” Adrian Ciucur adds.

The Floria Warehouse was launched in November 2016, with an investment of over EUR 100,000, with an area of 330 sqm. It works as a logistics hub for national distribution to flower and plant stores across the country.

The Floria Flower Network includes 4 florists in Bucharest, in Dorobanti Square, Ion Campineanu, AFI Cotroceni and Baneasa Shopping City, as well as a flower shop in Otopeni Airport and one in Ploiesti.

The Group operates the Floria.ro online store (Floria Network SRL), the Floria florist network (Flower’s Secret SRL), landscaping projects and event decoration (Floria Projects SRL), distribution of flowers and plants to the IKA retail network), as well as wholesale sales (Floria International Wholesale SRL).