Floranow

What Floranow does

Floranow is a Dubai-headquartered, UAE-domiciled online B2B marketplace that connects flower and plant growers with wholesale buyers, including retailers, event planners, and floral businesses. Founded in 2016 and led by CEO and founder Charif Mzayek, the company operates as a digital procurement platform for fresh-cut flowers, with revenue generated through marketplace commissions on transactions between suppliers and buyers.

The company's scale has been built primarily through inorganic expansion. In June 2021 Floranow acquired the distribution business of Astra Farms, and in June 2023 it fully acquired Bloomax, Saudi Arabia's largest wholesale distributor of fresh-cut flowers. The Bloomax deal, funded by a combination of debt and equity, expanded Floranow's operational footprint to nine Saudi cities and lifted its active wholesale buyer base to over 1,500, making it the largest importer and distributor of flowers in Saudi Arabia. Capital partners disclosed across funding rounds include Global Ventures, Wamda Capital, Jabbar Internet Group, AdamTech Ventures, DASH Ventures, HB Investments, and Nama Ventures, with approximately $6M raised in disclosed Series A activity during 2019–2020.

Floranow operates a single core platform supplemented by acquired distribution assets, with Bloomax functioning as a wholly-owned subsidiary whose brand has been retained. The business is vertically focused on the floral wholesale value chain across the UAE and Saudi Arabia, and the company remains privately held with 51–100 employees. No proprietary technology stack, AI/ML capabilities, or pricing model details are disclosed in the available data, leaving the platform's technical differentiation largely unspecified beyond its marketplace role.

Name

Floranow

Website

https://floranow.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Floranow is a Dubai-based online B2B marketplace connecting flower growers and wholesale distributors with buyers across the UAE and Saudi Arabia, operating as the largest flower importer and distributor in KSA after acquiring Bloomax in 2023.

Ownership category

akta.pro rank

Product category

Wholesale Floral Marketplace

NAICS

Florists (4593), Nursery and Floriculture Production (11142), Floriculture Production (111422)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industry

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Floral marketplace platform
• Wholesale flower distribution
• B2B flower sourcing
• Fresh-cut flower supply
• Online floral procurement

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Online Marketplace: Floranow operates as an online floral marketplace connecting buyers with wholesale flower distributors. Revenue is generated through transaction facilitation between buyers and sellers on the platform.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Floranow operates an online B2B marketplace connecting flower and plant growers with wholesale buyers of fresh-cut flowers. Following its 2023 acquisition of Bloomax, Saudi Arabia's largest wholesale distributor of fresh-cut flowers, the company also directly imports and distributes flowers across nine cities in Saudi Arabia, serving over 1,500 active buyers in the UAE and KSA.

Product overview

Floranow operates as a unified online floral marketplace platform with an acquired subsidiary. The core Floranow platform serves as the primary e-commerce marketplace connecting buyers with flower suppliers, while Bloomax functions as an acquired wholesale distribution brand serving the Saudi Arabian market. Following the acquisition, Floranow became the largest importer and distributor of flowers in Saudi Arabia, with combined operations spanning nine cities and over 1500 active buyers.

Differentiator

Problem solved

Functional benefit

Products and services

• Floranow Marketplace
• Bloomax Wholesale Flower Distribution

Quantifiable outcome

• Expanded to nine cities in Saudi Arabia
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BloomaxcoreStrategic or Co-development Partner · 5 June 2023Floranow fully acquired Bloomax, Saudi Arabia's largest wholesale distributor of fresh-cut flowers. The acquisition was funded by debt and equity. This strategic acquisition expanded Floranow's operational footprint in Saudi Arabia to nine cities, making it the largest importer and distributor of flowers in the country. The deal also involved key personnel changes.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BloomNation: US-based online B2B marketplace connecting local florists with customers. Highly comparable to Floranow's marketplace model but focused on the retail florist segment rather than wholesale.
• Florismart: UK-based B2B digital platform connecting flower growers with florists, directly comparable to Floranow's wholesale marketplace model in terms of target customer and value proposition.
• Mayesh Wholesale Florist: US-based wholesale flower distributor serving florists and event planners with direct sourcing from growers. Comparable to Floranow's wholesale distribution business via Bloomax.

Broad incumbents

• Royal FloraHolland: Dutch cooperative and the world's largest flower auction and marketplace. Operates a global B2B floral trading platform; represents a potential global competitor or sourcing partner for Floranow.
• Teleflora: US floral wire service and marketplace network connecting local florists for order fulfillment. Comparable in connecting fragmented floral supply through a digital platform, but primarily retail-facing.
• 1-800-Flowers: Large US-based online floral and gift retailer with multiple brands. Comparable in online floral commerce, but operates a B2C model with a much broader product portfolio.
• Interflora: Global floral delivery network connecting local florists across multiple countries. Comparable in marketplace/network model for flowers, but primarily B2C delivery focused.

Emerging players

• The Bouqs Co. US-based online flower delivery company using farm-to-doorstep model. Comparable in digital floral commerce but B2C focused and serves a different geography.
• Marginpar: Dutch-based global grower and supplier of specialty cut flowers. Comparable as a major international flower supplier that Floranow could source from or compete against for premium buyer relationships.

Others

• Bloemenveiling Aalsmeer (FloraHolland subsidiary): Largest physical flower auction in the world and a key node in global flower supply chains. Represents an alternative trading venue for Floranow's grower suppliers and a benchmark for marketplace dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/floranow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Floranow