Floria Group’s 2018 turnover up by 35 percent to RON 22 million

Aurel Dragan 19/03/2019 | 11:54

Floria Group’s turnover grew last year by 35 percent and reached RON 22 million. The company has operations online through Floria.ro, in retail, through the 6 Floria shops, as well as wholesale distribution and landscaping.

B2B division includes wholesale sales to key account customers and SMEs (florists and flower stores) and generated 57 percent of the group’s revenues, respectively RON 12.5 million.

The positive growth of the B2B division was supported by the evolution of flower and plants store sales and the focus on distribution to large volume customers where the Floria Group is already working with international chains such as Carrefour, BricoDepot, Selgros and Mega Image.

”Last year we wanted to focus on development OF the B2B segment, and today we are the leading local supplier of flowers and plants for hypermarkets and supermarkets with presence in Bucharest and 25 other cities in the country,” says Adrian Ciucur, CEO of Floria Group.

Starting in 2018, the Floria Group acts as a nationwide broker on the B2B segment and has become a local alternative to flower brokers in the Netherlands.

B2B sales to key account customers are conducted through the dedicated sales team, while sales to SMEs are made through the online ordering platform where florists and florist representatives across the country can order flowers directly in the florist or workshop.

”The hundreds of thousands of orders, taken online from customers all over the country and offline in our six Floria florists in our portfolio, provide valuable know how about Romanian flower preferences and consumption habits. This in-depth knowledge of the local market allows us to be an efficient partner in relation to the large retail chains,” says Ciucur.

Floria.ro maintains its market share of 30 percent, with sales of RON 6.5 million

Floria.ro, the online division of the Floria Group, maintained its total market share at 30, with a turnover of RON 6.5 million. Mobile traffic reached 66 percent, while mobile sales grew by 33 percent.

”This year, we are even more focused on site optimization and sustainable growth. We are already working on improving the acquisition flow and we are considering changing the mobile version to adapt it to current consumer behavior. The promptness of the services, together with the bouquet design, the quality and the freshness of the flowers are the points we allocate permanent resources so that the experience of the clients and the recipients of the flowers remains very special,” says Marina Popescu, general manager Floria.ro.

As regards customer preferences, they turned their attention to bouquets with a considerable volume and a diameter of 25-30 cm, which combines various seasonal flowers. The best-selling bouquets were Colorful Dreams, Innocent Passion and Unlimited Love, the top being the same as that registered in 2017.

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