Romanian flower retailer invests EUR 0.2 mln in new concept store in downtown Bucharest

Romanian flower retailer Floria Group has opened a new concept store in Bucharest’s Dorobanti Square, after a EUR 200,000 investment. The new Floria de Strada shop covers an area of 200 sqm and, besides flowers, it also sells special gift and handcrafted objects created by Romanian artists. The shop in Dorobanti Square is the second Floria in Strada concept store the group opened in Bucharest this year after the one located on Ion Campineanu street. The retailer’s total investment in the two shops amounted to EUR 300,000. In the following months, Floria Group targets a nationwide expansion via franchise. According to the retailer, a Floria de Strada franchise requires an investment of some EUR 50,000. “We are interested in partnerships in order to bring Floria de Strada in major cities in Romania, in premium spaces, such as the one in Dorobanti Square,” said Andreea Uceanu, general manager of Floria Group’s offline division. Floria Group sold EUR 1.3 million worth of flowers in the first nine months of 2015, which represents a 35% increase when compared to the full year sales registered in 2014. Floria.ro, the online division of Floria Group, delivered EUR 770,000 worth of flowers in this period. Starting May 2015, Floria has been the official supplier of the Royal House of Romania for flower bouquets and arrangements. The retailer also delivers flowers to 150 Romanian cities. Some of Floria's main competitors are Floridelux.ro, Magnolia.ro, and Floriariamobila.ro. Romanian online flower retailer reaches EUR 1 mln in sales Irina Popescu, irina.popescu@romania-insider.com