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Middle East’s first floral online marketplace, Floranow, raised its first round of financing from Jabbar Internet Group, Wamda Capital, and Dash Ventures.

Omar J. Satti, the Founder & Managing Director of Dash Ventures stated “Floranow’s model aims to directly link growers and buyers through a transparent, efficient and automated marketplace platform”

Dubai-based B2B floral marketplace fulfills the floral industry’s need for new business models and efficiencies in the supply chain, Floranow created a direct link between the farmers and the retailers, through connecting international growers to flower retailers, event planners, and hotels across the UAE.

“Our ultimate goal is to be unavoidable. The flower trade market in the GCC is USD 300 million and growing. Whether you are a grower who wants a piece of the pie or a retailer who wants to get the widest assortment, superior quality, and best prices, Floranow is where you’ll want to be,” said Charif Mzayek, Founder and CEO of Floranow in a press release.

The platform has transformed floral online shopping into an easy and quality experience. Where it features thousands of floral varieties from growers in the Netherlands, Kenya, and Thailand. Customers can make their selection online and see an all-in price which includes shipping, handling, custom duties, and last mile delivery

Floranow’s plans include expanding to the rest of the GCC including Kuwait. While also attracting more growers to join their platform in 2018 from Italy, Columbia, and Sri Lanka.