Floward

Floward revolutionized the traditional floristry and gifting market across the Middle East by building a digitally native, temperature-controlled supply chain for fresh flowers and artisanal gifts. Founded in 2017 by Abdulaziz Al Loughani, the business established its primary regional operational hub in Dubai to serve the rapid growth of digital payments and online gifting across the GCC. The platform procures fresh cut flowers directly from international growers in Europe and South America, delivering them to cold-storage fulfillment facilities where in-house floral designers create custom arrangements. Floward monetizes through direct D2C floral sales, bundled luxury gift sets, and corporate gifting partnerships with major regional enterprises. The company differentiates itself through guaranteed same-day delivery fulfilled via its dedicated driver fleet and real-time order tracking. Floward has raised nearly $200 million in venture funding, including a $156 million Series C round led by Aljazira Capital and STV. Listed on Startups UAE, Floward represents a prime example of an e-commerce brand leveraging specialized cold-chain logistics to capture the high-margin regional gifting economy.