Floranow
Founded 2016 · 89 employees on LinkedIn · 10 known investors
Floranow is a UAE-based B2B online marketplace connecting global flower growers directly to retailers in the Middle East.
Also known as Floranow
Investors · 10
Also in the syndicate · 5
Company profile
researched Aug 2026Floranow operates a business-to-business online floral marketplace that links horticulturists and suppliers worldwide directly to flower buyers in the Middle East. Retailers, event planners and hotels register as members, browse the online catalogue and place orders that are cut to order at the farm and delivered to their premises. The platform lists over 12,000 articles, sourced from growers in countries including the Netherlands, Kenya, Colombia, China, Thailand, Sri Lanka and Italy, and describes itself as the Middle East's first B2B online floral marketplace.
The company's proposition centres on disintermediating the floral supply chain: by connecting growers and retailers directly, it aims to bypass multiple layers of intermediaries and reduce demand variability for florists. Pricing is shown to buyers as an all-in figure covering shipping, handling, customs duties and last-mile delivery. Fulfilment relies on an uninterrupted cool chain from grower to retailer, using a system of flower buckets and trolleys, transport in water, and a dedicated fleet of refrigerated vans. Buyers track orders through an online dashboard.
Founding story
Floranow was founded in 2016 by Charif Mzayek, described by investor Wamda as an industry veteran with deep sector knowledge. The company launched to address the floral industry's need for new business models and supply-chain efficiencies, initially connecting international growers to flower retailers, event planners and hotels across the UAE.
Business model
Floranow runs an online marketplace intermediating between flower growers/suppliers and B2B buyers, taking responsibility for logistics and delivery. Buyers register as members, order online at an all-in price that bundles shipping, handling, customs duties and last-mile delivery, and receive flowers cut to order and shipped through a cool chain operated with the company's own refrigerated fleet.
Revenue derives from marketplace transactions in which buyers pay a single all-in price covering the product plus shipping, handling, customs duties and last-mile delivery.
Traction
Since inception the marketplace has grown to over 12,000 articles and has added hundreds of growers from countries including Colombia, China, Sri Lanka and Thailand. Named partners and customers include Waridi Farm and Oserian Farm in Kenya, and UAE buyers such as Art & Flower, Jasmin Flowers, Only Roses and a florist at Intercontinental Hotel Group. Disclosed funding includes a $3 million Series A in December 2019 following a first round in December 2017.
Latest developments
The company has announced a series of new supply partners joining the marketplace, including Gasa (plants, Holland), Rosafrica (premium roses, Kenya), Vegaflor group and Loma Linda (chrysanthemum, Colombia) and Yunan Agri (eucalyptus, eustoma and limonium, China).
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Floranow positions itself as the Middle East's first B2B online floral marketplace and, per investor commentary, as a digital B2B supply chain and logistics operator in a B2B floral segment considered underserved. Sources cite GCC cut-flower imports of $124 million in 2017, up 65 per cent from $75 million in 2010 (UN Comtrade), global exports estimated at more than $20 billion, and a GCC flower trade market described by the founder as $300 million.
Stated differentiators include direct grower-to-retailer sourcing that removes supply-chain layers, an assortment of over 12,000 articles, handpicked growers, flowers cut to order, all-in transparent pricing, an uninterrupted cool chain with transport in water and a dedicated refrigerated fleet, and order transparency via an online dashboard.
Technology
The company operates a proprietary marketplace platform with an online catalogue of more than 12,000 articles organised into themed stores (for example rose, plants, greeneries and country-specific storefronts) and an order-tracking dashboard giving buyers visibility of their orders. Proceeds of the 2019 Series A were partly allocated to optimising this proprietary marketplace technology. Physical operations use a specialised system of flower buckets and trolleys and refrigerated transport to maintain an unbroken cool chain.
Go-to-market
Customers self-onboard through a three-step online flow — register for membership, browse and order on the marketplace, and receive delivery — with the company adding new grower and supplier assortments and publicising them through its news channel. Expansion has been pursued market by market, from the UAE to Kuwait and the wider GCC.
Flower retailers and florists, event planners and hotels in the Middle East, including customers in the UAE such as florist shops and hotel florists; on the supply side, growers and suppliers of cut flowers, plants and greenery.
Geography
Headquartered in the UAE with customers in the region; supply relationships span the Netherlands, Kenya, Colombia, China, Thailand, Sri Lanka and Italy. Expansion plans have targeted Kuwait, Saudi Arabia, the wider GCC and Jordan.
History
Launched in 2016 in the UAE, Floranow raised its first round of financing in December 2017 from Jabbar Internet Group, Dash Ventures and Wamda Capital, at which point its platform featured thousands of floral varieties from growers in the Netherlands, Kenya and Thailand and it planned expansion to Kuwait, the rest of the GCC and Jordan. In December 2019 it closed a $3 million Series A round co-led by Wamda and Global Ventures, earmarked for growth in Kuwait, expansion into the GCC starting with Saudi Arabia, and optimisation of its proprietary marketplace technology. The company has since announced additional growers and suppliers joining the marketplace from Holland, Kenya, Colombia and China.
Compiled by commissioned research from 3 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 8
launches, deals, and filingsFollowing its Series A, Floranow stated it would support growth in Kuwait and expand further into the GCC, starting with Saudi Arabia.
Floranow closed a $3 million Series A round co-led by Wamda and Global Ventures, with participation from existing investors Dash Ventures and Jabbar Internet Group and new investors Sirocco Holdings, Adamtech Ventures, Zuaiter Holding Capital, HB Investments and angel investors. Proceeds were earmarked for growth in Kuwait, expansion into the GCC starting with Saudi Arabia, and optimising its marketplace technology.
$3M source ↗
Chinese supplier Yunan Agri, specialised in eucalyptus, eustoma and limonium, joined the marketplace, listed in the China Flowers and greeneries stores.
Colombian supplier Loma Linda, specialised in chrysanthemum, joined the marketplace under the Flowers of the World stores.
Colombian grower Vegaflor group, specialised in chrysanthemum, joined the marketplace under the Flowers of the World stores.
Kenyan grower Rosafrica, specialised in premium quality roses, joined the marketplace and is listed in the Rose World store.
Dutch supplier Gasa, specialised in plants, joined the Floranow marketplace, listed in the Plants Store.
Floranow announced its first round of financing from Jabbar Internet Group, Dash Ventures and Wamda Capital.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 3
primary sources listed
- Floranowaboutus.floranow.com · web
3 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Floranow do?
- Floranow is a UAE-based B2B online marketplace connecting global flower growers directly to retailers in the Middle East.
- Who are Floranow's investors?
- Floranow's investors include DASH Ventures, Jabbar Internet Group, Wamda Capital, Global Ventures, Nama Ventures.