Group aims for listing status as recognition of its growth potential

when their platform got its first 30 orders as it was Mother’s Day round the corner.

“From then on, it’s never been a boring day for us. During this year’s Valentine’s Day, we fulfilled almost 20,000 orders across all our markets and we have continued to scale up very quickly,” he says.

Today, their offerings often include a special feature or symbolic addition according to the holiday or festival being celebrated.

Unlike other regular flower shops that also do delivery, its focus is to remain as customer-centric as possible and provide users with a friendly and seamless experience.

This includes the entire process of choosing the different gifts, navigating the platform and making payment.

“We place customers first in everything we do. For instance, we work with farmers directly to secure flowers because we felt strongly that the fewer in-between parties there were, the more value customers got. We were also the first to have a nationwide same-day delivery service,” he says.

Frassa adds that people do not just stop at purchasing flowers but will include addons like plush toys, personalised pillow cases, cakes, various sweet edibles and even polaroid photos.

“About 30% of our revenue comes from these add-ons which is how we know people are enjoying the extra options they have. Gifting can be an emotional experience, whether it is a birthday, anniversary, or even funerals. The one thing that people need to have is trust,” he says.

The group also aims to provide for everyone, whether it is a person who has RM50 for flowers or wants to spend RM400 on flowers and a custom made cake.

“This is why we acquired Happy Bunch as over the last 10 years, they’ve been the go-to name for many. LVLY, a brand brought in from Australia, is a little more premium while Flower Chimp also covers a broad appeal,” he says.

As for cakes, the group uses a hybrid model where they have their own cakes but they also source from brands like Inside Scoop and Huckleberry.

“For the flowers segment, the South-east Asian market has all of it. We are working on making all the offerings available in every market,” he says.

As the platform was created by them, Frassa explains the goal was to build an operational footprint that would allow them to do everything from conceptualising a brand, setting it up and allowing for a plug-and-play system for when they acquire brands.

“One of the advantages for us was having no legacy, which freed us to start afresh. Most of our competitors came from the offline world but we were the other way round,” he says.

Meanwhile, Kux says the group has plans to list when the market gives them due recognition for its growth.

“Right now, we are looking for supportive investors for the next leg of our growth, ones that ideally have public market experience,” he says.

The group is confident in its growth trajectory after registering Rm120mil in revenue last year and 65% in compounded annual growth rate in the last five years until 2023.

“Growth trajectory is linked to consumer confidence and we will keep that momentum.”