Florists offer themselves a bouquet of digitization

Various factors converge in the development of the florists sector. Along with the new context of the health and economic crisis, shopping habits and technology have changed. Sending a bouquet of flowers or a centerpiece online has become the natural face of a business that is also expanding its sales channels. Its advantages include time (and money) savings, time availability, a wide range of products and payment security. The heat of this digitization has opened up a new and fertile field for innovative entrepreneurship.

One of the most innovative online florist startups Colvinwhere the historic former basketball player recently entered as an investor Pau Gasol, who also serves as a consultant. Incorporating it can help convey “key elements of high-performance sports such as teamwork, humility and resilience to our team culture,” they note of this startup.

Barcelona company was founded in 2016 by Sergey Bastarda s Andrew CesterIt employs more than 190 people, with operations centers in Barcelona and Florence. It distributes its products in Spain, Portugal and Italy. It does so in France in cooperation with its partners Mr. Margaret. Colvin’s vision is to create a better future for the floriculture industry. This is why we are forming a new digital ecosystem that connects growers, wholesalers, florists and customers in a more efficient way through technology,” explains Sergi Bastardas, co-founder and co-CEO of the startup.

Colvin highlighted farmers. “They are true experts in growing and caring for flowers,” Bastardas points out, “so our goal is to work together to get you the best seasonal flowers and the earliest.” The Covid pandemic has strongly affected the emergence of the online flower shop. “Our mission to keep people connected through flowers and plants makes more sense than ever,” says Bastardas.

The coronavirus crisis is also at the origin bloom. “Flowers in western Andalusia, in the lower Guadalquivir region… Lebrija, Las Cabezas, Los Palacios, Chipiona… have suffered especially because the government has decided that flower is not an essential product,” he says. Rocio Gomezone of the people involved in the birth of Floriando.

The flower growing time is 40 days. Confinement begins mid-March 2020, with all production planted for the powerful Easter and Mother’s Day campaigns. The only way they were offered not to have to keep throwing everything away was to sell through an online store. So they decided to join.

The philosophy is based on the do-it-yourself concept. That’s why Floreando is known as “Ikea flowersFrom Floreando.net they report that they send “boxes containing packages of flowers and instruction manuals with QR codes to teach people who receive the order to make and arrange their own flower bouquets. We don’t sell bouquets, we sell the experience of making the customer feel like a florist.”

Celebrities and influencers help spread the word among their followers about how their bouquets and centerpieces are made using Floreando products. Among these “collaborators” are Vicky Martín Berrocal, Rocío Osorno, Eugenia Martínez de Irujo, Tamara Falco, Lydia Bosch, Tania Lacera, Los Morancos, Nieves Alvarez, Ariadna Artiles or Paco Leon.

Elena Zabreva, Founder, Florster


Florster It offers a variety and different flower bouquet every day, which avoids stock problems. Founded in 2018 in Barcelona, ​​the company strives to provide the best shopping experience for its customers. Sustainability is another of its themes.

In this concept, transportation by bicycle is of vital importance, as shown by Elena Zabrevafounder of Florster: “We use special cargo bikes on which we can carry several bouquets at once in backpacks designed for flowers. The carriers do not carry weight on their backs and have an electric motor adapted to improve performance and stability. «Our idea is not to create more mobility problems. Another bike is one pickup truck on the streets that doesn’t cause more traffic and pollution,” he adds.

One of its characteristics is Record a video With the order delivered so that the memory is preserved: “Since flowers are perishable, they can be considered an ephemeral gift – said the founder of Florster -, but we wanted to change this feeling by making the most spectacular video, when flowers surprise. Flowers die, but they can always Watching the video The feeling they tell us is that they are there to deliver the package.

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