About Floranow
Floranow is a Dubai-based business-to-business marketplace for fresh flowers. It connects flower growers around the world directly with florists, hotels, event companies and other businesses in the Gulf, aiming to make the flower supply chain faster and more transparent.
Most flowers sold in the Gulf are imported, often from countries such as the Netherlands, Kenya, Colombia and Ecuador. Traditionally, flowers pass through several intermediaries, including auctions, exporters, importers and wholesalers, before reaching florists. Each step adds cost and time, and flowers are highly perishable.
Floranow's platform lets business buyers browse flowers from growers, compare varieties and prices, and place orders online. By shortening the chain between farm and florist, the company aims to deliver fresher flowers at more competitive prices while giving growers access to new customers.
Logistics is central to the business. Flowers must be kept at the right temperature and moved quickly from farms to buyers. Floranow manages the process of importing, storing and delivering flowers, using cold chain facilities to maintain freshness.
The platform also provides tools that simplify ordering for florists, such as the ability to order in the quantities they need, track shipments and manage their purchasing online. For small florists, this can reduce the effort and risk of buying stock.
Floranow has raised venture funding to expand its operations and has grown its presence beyond the UAE into other markets in the region, including Saudi Arabia.
Flowers play a large role in celebrations, weddings, corporate events and hospitality in the Gulf, creating steady demand throughout the year, with peaks around occasions such as Mother's Day, Valentine's Day and Eid.
B2B marketplaces are growing in many traditional industries in the region, as businesses move from phone and paper-based ordering to digital platforms.
By bringing online ordering and direct sourcing to a traditional trade, Floranow has built a clear niche, and Startups UAE lists it among the country's B2B e-commerce startups.
Most flowers sold in the Gulf are imported, often from countries such as the Netherlands, Kenya, Colombia and Ecuador. Traditionally, flowers pass through several intermediaries, including auctions, exporters, importers and wholesalers, before reaching florists. Each step adds cost and time, and flowers are highly perishable.
Floranow's platform lets business buyers browse flowers from growers, compare varieties and prices, and place orders online. By shortening the chain between farm and florist, the company aims to deliver fresher flowers at more competitive prices while giving growers access to new customers.
Logistics is central to the business. Flowers must be kept at the right temperature and moved quickly from farms to buyers. Floranow manages the process of importing, storing and delivering flowers, using cold chain facilities to maintain freshness.
The platform also provides tools that simplify ordering for florists, such as the ability to order in the quantities they need, track shipments and manage their purchasing online. For small florists, this can reduce the effort and risk of buying stock.
Floranow has raised venture funding to expand its operations and has grown its presence beyond the UAE into other markets in the region, including Saudi Arabia.
Flowers play a large role in celebrations, weddings, corporate events and hospitality in the Gulf, creating steady demand throughout the year, with peaks around occasions such as Mother's Day, Valentine's Day and Eid.
B2B marketplaces are growing in many traditional industries in the region, as businesses move from phone and paper-based ordering to digital platforms.
By bringing online ordering and direct sourcing to a traditional trade, Floranow has built a clear niche, and Startups UAE lists it among the country's B2B e-commerce startups.