Romanian online flower retailer passes EUR 1 mln sales threshold

Romanian online flower retailer Floria.ro sold EUR 1.05 million worth of flowers in 2015, 40% more than in 2014. At a group level, Floria’s sales reached EUR 1.8 million last year, up by 80% compared to the year before, according to a statement of the retailer. The online division generated 58% of the total sales. Besides the 40% increase registered by the online division, the sales of flowers to the corporate segment and the special orders for personal or business events also contributed to group’s increase in 2015, and so did the opening of two new flower shops in Bucharest. The average value of an order on Floria.ro also increased by 8% year-on-year in 2015, to RON 228 (some EUR 51). According to Floria.ro estimations, the average value of an online flower order in Romania stays at RON 170 (EUR 38). Similar to previous years, deliveries in Bucharest represent half of the retailer’s total deliveries. Constanta, Ploiesti, Iasi, Brasov, Timisoara, Cluj-Napoca, and Craiova have also generated significant orders. In 2015, 84% of the orders placed on Floria.ro were paid by card, up from 75% in 2014. Floria Group runs the Floria.ro online flower shop, Floria de Strada network, and Floria for events division. Romanian flower retailer invests EUR 0.2 mln in new concept store in downtown Bucharest Irina Popescu, irina.popescu@romania-insider.com