Global gifting marketplace Udora, previously known as Flowwow, has secured $10 million in private funding and unveiled its new brand identity as it accelerates expansion across Europe.
The rebrand signals a broader strategic shift, with the company focusing on deeper localisation, category expansion, and AI-powered personalisation to strengthen its position in key international markets.
Scaling A Global Marketplace For Local Creators
Founded in 2014, Udora connects consumers with local florists, confectioners, and independent makers across more than 50 countries and 1,500 cities.
Europe is emerging as a major growth engine for the platform, with strong traction in markets such as the UK, Spain, Germany, France, and Poland.
Spain currently leads growth, with triple-digit increases in both order volume and gross merchandise value (GMV), while Germany and Poland are also seeing rapid adoption. The UK continues to show steady performance, driven by high average order values.
“Udora represents the next phase of our journey,” said Slava Bogdan, founder and CEO. “We are doubling down on local market adaptation while investing in technology to improve how people discover and purchase meaningful gifts.”
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Empowering SMEs Through Digital Infrastructure
At its core, Udora operates as a marketplace for small and medium-sized businesses, providing local sellers with the tools to reach a global audience.
Florists, bakers, plant shops, and artisan creators can manage orders, access marketing tools, and connect with repeat customers through a single platform—without needing to build their own digital infrastructure.
This aligns with broader European initiatives aimed at accelerating SME digitisation, as many small businesses still lack access to scalable online channels.
Expanding Beyond Flowers
While flowers remain the platform’s most popular category, Udora is rapidly diversifying its offering.
The marketplace now features over 150,000 products across more than 25 categories, including baked goods, indoor plants, home décor, personalised gifts, and curated bundles tailored to local traditions and occasions.
Unlike traditional marketplaces, Udora emphasises localisation—adapting product assortments, pricing, and experiences to each region.
Investing In Personalisation And Logistics
Looking ahead, the company plans to introduce new features such as gift subscriptions, wishlists, and advanced AI-driven recommendations based on user behaviour.
It is also preparing to expand postal delivery capabilities across Europe, enabling shipping for categories like home décor and jewellery.
“Our vision is to globalise gifting the way platforms like Airbnb transformed hospitality,” added Bogdan. “The demand for meaningful, personal connections is universal—and that’s what we’re building for.”
Growth Plans For 2026
Following the funding and rebrand, Udora aims to process 350,000 global orders and grow its seller base by 40%.
The company is targeting €23 million in GMV, driven by expansion into new categories and continued European growth.
About Udora
Udora is a global gifting platform connecting customers with local creators across more than 50 countries. Headquartered in Dubai, the company combines technology and local commerce to modernise the gifting experience, enabling users to discover and purchase personalised products from independent sellers worldwide.
