Romanian online flower shop to invest EUR 200,000 in expansion

Online flower shop Floria will invest over EUR 200,000 by the end of 2015 to expand its operations in Romania, the company has announced. Floria will develop its business on the corporate and personal events segments, will start a rebranding process and will reposition itself on the market. By implementing these projects, it aims to consolidate its position on the flower market in Romania, which is estimated at about EUR 100 million per year, according to the company. “In this first phase of development of the Floria business we aim to become very active in the B2B segment, while keeping our leader position in online flower sales. We have been preparing for this in the last few months,” said Marina Matei, e-Commerce Manager for Floria. The company will also rebrand as an online flower shop for gentlemen. Floria is currently delivering flowers to over 80 cities in Romania, via a network of 140 local partners. The online shop is owned by a firm called Floria Network SRL, which is registered in Bucharest and had a turnover of EUR 260,000 in 2013, according to public data. editor@romania-insider.com