Flowwow Becomes Udora, Raising $10 Million To Accelerate Growth Across Europe

Udora (Previously Flowwow), a global gifting marketplace formerly known as Flowwow, led by Slava Bogdan, Modenova Vera, and others, has closed a $10 million private investment round and relaunched under a new brand.

This marks a new phase in the company’s global strategy, focused on strengthening its presence across Europe, expanding its product catalogue, and advancing AI-driven personalisation.

Founded in 2014, Udora connects customers with local florists, confectioners, and artisan makers across 50+ markets and 1,500+ cities. In Europe, one of the world’s largest and most mature e-commerce regions, the platform is gaining traction, with key markets including the UK, Spain, Germany, France, and Poland driving growth.

Spain led growth with GMV up 258% in 2025 and a further 220% YoY in Q1 2026, alongside 282% order growth. Germany grew GMV by 346%, while Poland saw GMV up 287% and orders up 250%. The UK recorded 97% GMV growth with a $148 average order value.

Overall, performance across key European markets reflects strong momentum in both mature and emerging regions, supporting continued expansion.

“Udora represents the evolution of a decade-long effort to connect people through local creators. The company is now entering a new phase focused on deepening presence across existing markets, strengthening regional adaptation of its offering, and developing advanced technology to enhance gift discovery and the purchasing experience,” said Slava Bogdan, CEO and founder of Udora.

All orders on the platform are fulfilled by independent local sellers and SMEs, including florists, confectioners, edible bouquet makers, and indoor plant shops. The platform provides digital infrastructure that enables them to reach customers beyond their own reach.

Udora manages order flow, marketing tools, and access to a recurring paying audience through a single, tech-enabled platform, removing the need for in-house infrastructure.

This reflects a broader shift driven by the EU’s Digital Decade programme, which targets 90% of SMEs reaching basic digital capability by 2030, while today fewer than three in four have achieved it. Udora aligns with this transition by enabling local sellers across Europe to access customers in 50+ countries through a single platform.

What’s new: localisation and product expansion

Unlike generalist marketplaces, Udora tailors its assortment to local tastes, cultural context, and price expectations in each market. In Europe, expansion goes beyond flowers into baked goods, houseplants, home decor, and experiential gifting, alongside curated bundles aligned with regional occasions.

The platform features more than 150,000 products across 25+ categories, supported by networks of verified sellers in each market. Across Europe’s key markets, the most in-demand categories remain flowers, followed by confectionery, plants, and personalized gifts.

The platform offers 150,000+ products across 25+ categories, supported by verified seller networks in each market. Across key European markets, demand is led by flowers, followed by confectionery, plants, and personalized gifts.

The roadmap includes gift subscriptions, wishlists, and advanced personalisation tools, with product catalogues tailored to each customer’s browsing and purchase history. Udora also plans to introduce postal delivery across Europe, including domestic shipping, for categories such as home decor and jewelry.

2026 Outlook

Following the relaunch and new investment, Udora targets 350,000 global orders and a 40% expansion in its seller base. The company expects to reach €23 million in global GMV, supported by expansion into new categories.

In Europe, the focus is on responsible scaling, expanding across cities and categories, empowering local sellers, and strengthening local demand while maintaining high service quality and targeting a 4.9–5.0 rating to reinforce trust and long-term customer loyalty.