Romanian group FlorideLux.ro targets a turnover of EUR 1.2 million this year, after in 2013 it recorded an increase of 40 percent, mainly due to the company’s investments in infrastructure, logistics and promotion.

“This year we very much depend on the purchasing power of Romanians. Thus, in a worst case scenario, we talk about sales of EUR 900,000, while in the most optimistic case, we expect a business of EUR 1.25 million, which also includes the revenues generated by expanding the network of FlorideLux flower shops,” said Marius Dosinescu, CEO and founder of FlorideLux.ro.

Last year, the company moved its headquarters in a 500 sqm space and opened the first FlorideLux flower shop in Brasov, central Romania. It also signed the contract for a space in Cluj, where a shop is to be opened soon, according to the company.

The FlordeLux flower shop in Brasov currently generates two percent of the group’s sales, but once the network of flower shops will expanded nationwide, they will generate over half of the total turnover.

According to FlorideLux’s CEO, the company is conducting an intensive campaign through which is seeking franchise partners to develop the network of flower shops in most county capitals across the country.

“FlorideLux already has contracts signed and spaces under development in Cluj, Arad, and Pitesti, and is in advanced negotiations to expand the network in other 10 cities in the country, including Ploiesti, Iasi, Timisoara or Oradea,” reads the company’s statement.

Most of the FlorideLux’s orders for March 1 and March 8 come from the corporate sector. Some 80 percent of the total sales for March 1 are generated by corporate orders, only 20 percent being private orders.

The company estimates a 30 percent drop in Martisor sales this year against 2013, with March 1 and March 8 both on a Saturday, a day with fewer corporate orders.

Irina Popescu, irina.popescu@romania-insider.com