Flowers are a profitable business in Romania: Local flower retailer's profit goes up four times in 2015

Romanian group FlorideLux, one of the largest online and offline flower retailers in the local market, registered a profit of some EUR 200,000 in 2015. The profit is four times higher than the one posted in 2014, of EUR 50,000. The company’s turnover also went up by 13% year-on-year in 2015, to EUR 900,000. Thus, the retailer had a profit margin of 22%. “In 2015, we chose to strengthen our position in certain segments and to narrow the activity in others, because we wanted to focus on profitability,” said Marius Dosinescu, CEO and founder of Floridelux.ro. According to him, all the profit has been reinvested in development, inventory, and the procurement of technical goods needed for development. Almost a quarter of the group’s total sales last year were registered in February and March, as Valentine's Day (February 14), Dragobete (February 24), March 1, and March 8 are the occasions when men generally offer more flowers. The average value of an order on Floridelux.ro amounted to some RON 200 (EUR 45). For 2016, the company estimates a 20% increase compared to 2015, mainly due to its plans to relaunch the cosuridelux.ro and brazidecraciun.ro online projects. Romanian online flower retailer passes EUR 1 mln sales threshold Irina Popescu, irina.popescu@romania-insider.com