From a flower seller in a cemetery in the East Zone of São Paulo to the owner of his own business. The story of Clóvis Souza, the name behind Giuliana Flores, is a lesson in entrepreneurship, love for the profession, attention to the market, and the opportunities that arise along the way. Today, the brand, which emerged back in 2000, facing the ‘internet boom,’ is recognized as the largest e-commerce in the floriculture sector, as well as being one of the greatest success stories.
Not for nothing, the leading businessman in the segment has been collecting impressive numbers for years. With over 800,000 deliveries per year, 700,000 unique visitors per month, and more than 5,000 cities served. Strong partnerships with renowned brands in the market like Kopenhagen, Ferrero Rocher, Nestlé, Heineken, Milka, Natura, Havanna, Lindt, Chandon, Rommanel, Vivedas, and Uatt?
Located in São Caetano do Sul (SP), the brand’s distribution center covers 2.7 square meters and has infrastructure capable of meeting 85% of requests within an hour. The company also has a 600 square meter store in the same city. In addition, this year they opened a new physical store in Santo André (SP) in an area of 300 square meters.
When asked if he ever imagined where he would end up, Clóvis Souza is emphatic in saying no. But the fact is that his love for flowers and his business skills have formed the bridge between the 10-year-old boy selling flowers in a small florist and the prominent entrepreneur of today. ‘I believe that success is due not only to the quality of our services but also to the ability to innovate and ‘chase’ ideas to please the public,’ the businessman explains.
The very expansion of floriculture was born from this observation. Initially, purchase options were items that typically accompany flowers, such as chocolates and stuffed animals. Until the entrepreneur realized there was no reason to limit oneself. Thus, the brand’s portfolio also included perfumes, books, semiprecious jewelry, decorative objects, toys, unique treats, and other products.
However, not everything is rosy, as there were also many difficulties in the beginning. Clóvis mentions that the main issue was with the carriers. “They were not used to delivering sensitive, fragile products like some items from our e-commerce. Today, however, this process is one of Giuliana Flores’ greatest assets. We can safely and quality dispatch our items to almost all of Brazil. And even in a record time of three hours to greater São Paulo,” he informs.
Currently, the entrepreneur’s challenge is to increasingly attract new buyers and keep current customers satisfied. “Therefore, we seek the best in the market to offer to our consumers. We research trends, improvements in our services, and we are always looking for gift options that convey all the affection and care that we also feel in this field,” he points out.
