Floward launches in London

Floward, the go-to online flowers and gifts delivery platform in the MENA region launched in London, United Kingdom on November 24, marking its first ever expansion outside of the region.

Due to COVID-19 and lockdown measures in the United Kingdom, the launch focused on online channels only with plans for a larger launch event in early 2021.

With e-commerce penetration in the UK representing 40% of all retail revenue and the flowers industry valued at $2.8 billion, it’s considered a very attractive market for Floward to enter.

Floward CEO and Founder, Mr. Abdulaziz Al Loughani said: “This is a big step for Floward as this is the first European city we launch in. This year has been filled with challenges, but it also offered opportunities to the e-commerce industry. International expansion has always been a part of our vision and we are excited to finally launch in London. We believe that Floward already operates according to global standards and our playbook allows us to clearly and smoothly launch in new cities regionally and internationally.”  

Earlier in November, Floward announced its official launch in Dubai through an in-mall activation in Dubai Mall alongside a projection on Burj Khalifa, the tallest skyline in the world. The London expansion marks the sixteenth city Floward services in six countries. 

Established in 2017, Floward is a full-fledged e-commerce solution that offers prime fresh-cut flowers sourced from the best growers and farmers around the world arranged locally by a team of florists and designers. Floward also offer cakes, chocolate and perfumes curated by the most exciting local designers bundled with its flower arrangements and manages the last-mile same-day delivery to ensure the best customer experience.