Floward: Innovation and preparedness are the keys to success

As much of the world came to a standstill, Floward's digitally driven approach bore fruit, and the online flowers and gifts destination converted offline consumers into online customers.

Founded in 2017, Floward is an online flowers and gifts destination that procures flowers from the best farmers and growers around the world which are then arranged by a team of florists and delivered to customers through a last-mile delivery fleet.


The brand currently operates in 32 cities in nine different countries across the MENA and London, UK, with plans to expand to more cities in the countries it operates in, as well as new markets in the future. The company saw the opportunity for a societal move to online shopping during the pandemic and their marketing campaign, geared around a 'click to pick' purchasing plan has paid dividends, with the company now looking to expand further in Europe.


Floward's CEO, Abdulaziz B. Al Loughani said: “Our full-fledged e-commerce solution and pureplay model put us at a favorable position. In our established markets, we saw e-commerce penetration double and reach a percentage that would have taken it 10 years to reach otherwise. We took advantage of this opportunity and saw remarkable growth of over 30x in the past two years.


"Floward operates in an industry that is predominantly dominated by traditional brick-and-mortar retail stores, so we decided to seize the opportunity to occupy a gap in the market and provide online flowers and gifts delivery that matches and exceeds clients’ high expectations.”