The Russian flower and gift market Flowwow has changed its name

According to the company, the update is due to business growth and the expansion of the range beyond the flower category. As part of the new strategy, Flowwow plans to strengthen its support for local manufacturers and actively implement artificial intelligence to become a complete gifting platform.

The new brand concept was developed in collaboration with the Shchuka brand office, which used artificial intelligence tools to create visual images. The brand’s main color is coral, which symbolizes the balance between energy and comfort, the company said. Full implementation of the new brand is expected to be completed by the end of next year.

The rebrand is intended to reflect the brand’s diversity and its ambitions to become a one-stop shop offering products from more than 25 categories, according to the statement. Currently, 19% of Flowwow’s annual turnover comes from non-floral categories, such as confectionery and homewares, which are experiencing significant growth. For example, sales in the Pastry and Bakery category increased 163% year-on-year in the first nine months of 2024.

Flowwow was founded in 2014 by Yekaterinburg residents Andrey Makeev, Vyacheslav Bogdan and Artem Gambitsky. According to the Rusprofile service, market revenue in 2023 increased by 92% year-on-year and amounted to 2.5 billion rubles, net profit decreased by 90% to 20 million rubles.