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Floria Group launches InstaFlori.ro, an omnichannel extension of its offline flower stores

Floria Group, one of the most important players in the flower market in Romania, adds InstaFlori.ro to its portfolio. InstaFlori.ro is the group’s newest division, that offers the delivery of flowers for home or office, anywhere in the country, in 24 hours. InstaFlori.ro represents the omnichannel extension of Floria Flowerstores chain and capitalizes on the experience in e-commerce and national flower delivery, as well as on the know-how in the floristic field.

With its delivery method and national coverage and the online store offer of premium quality flowers for home or office, InstaFlori.ro represents a first in Romania. Unlike bouquet delivery services, which are mainly aimed as gifts, InstaFlori.ro targets a wider audience, one that embraces the Do It Yourself concept, people interested and involved in decorating the spaces where they live or work. In fact, a study conducted at the end of last year in the flower network Floria showed that 40% of flower purchases are for home.

 

Floria Flowerstores, 7.7M lei in 2019

 

InstaFlori.ro works as the omnichannel extension of the Floria Group’s physical flowering division, which last year generated a turnover of 7.7 million lei, 15% increase compared to 2018.

The products on InstaFlori.ro are made by a team of floral designers. The flowers are carefully packed in a personalized box and are delivered by courier, anywhere in Romania, within 24 hours. The logistics expertise of the Floria group guarantees the quality and freshness of the flowers offered, while the InstaFlori.ro box ensures optimum transport conditions.

The emerging trend of trade with products for home wellbeing is what inspired us to develop this new online project. The tendency to increase the standard of comfort at home is a European reality that begins to make its presence felt in Romania, too. Also, the sale of flowers in the box – letterbox flowers – is a new international trend, which makes the product simple to deliver and gives the customer total freedom in terms of design- says Adrian Ciucur, CEO of Floria Group.

The flowers from InstaFlori.ro portfolio are imported directly from the Netherlands, Colombia and Ecuador. Customers have several purchase options available: individual deliveries or monthly, quarterly or annual subscriptions. They can choose their delivery date, the type and color of flowers, or they can leave these aspects to the floral designers.

The launch of the new e-commerce platform strengthens the position of the Floria Group on the Romanian floristry market, by increasing its presence in the online space. From this perspective, our development strategy in the coming years aims to obtain representativeness at national urban level in Romania, both in traditional and online retailing – also says Adrian Ciucur, CEO of Floria Group.

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