Latin America's largest flower and gift e-commerce, Giuliana Flores has been investing in brick-and-mortar retail, with stores in São Paulo city and Greater São Paulo. The neighborhood chosen this time, which will host the brand's new space, is Aclimação. In the central area with easy access to other regions, the location has good infrastructure, a presence of cultural diversity, and an infectious nightlife. This is the 13th store, located on Coronel Diogo Street in the Aclimação neighborhood, measuring 150 square meters and following the same decor style as the other units.
In addition to classic bouquets and floral arrangements, the store will offer fresh flowers, dried versions, and the iconic enchanted roses exclusive to the brand. Customers can also choose from breakfast baskets, chocolate kits, and a curated selection of creative gifts such as plush toys, mugs, cushions, and beverages, perfect for surprising loved ones on any occasion.
Expanding its presence in physical retail, the new store will now be part of the network of units already present in Higienópolis, Guarulhos, Mooca, Moema, Perdizes, Ipiranga, Santo André, São Bernardo, São Caetano do Sul, Tatuapé, and Vila Nova Conceição. Giuliana Flores's structure also includes eight kiosks, a network formed by 800 affiliated florists, and 300 partners in marketplaces. With a distribution center located in São Caetano do Sul (SP), covering 2,700 square meters, the company is able to deliver 85% of orders within one hour.
Presence in digital and physical stores – a differentiated strategy
The expansion into street stores complements the strong presence in the digital environment, reinforcing the company's commitment to providing a complete experience for all types of consumers – including those who still value direct contact with products and in-person service. The strategy, which goes against traditional retail, innovates by taking the opposite approach: starting with e-commerce and then moving to the streets.
In addition to physical stores, the company also invested in new convenience channels by installing 15 vending machines in high-traffic locations in the capital and metropolitan region, such as airports, theaters, and event centers. The proposal is to make access to flowers and gifts even more practical, quick, and surprising.
"We are experiencing a period of expansion, focusing on bringing our services to new regions and strengthening the connection with customers also in the physical environment. The opening of the store in Aclimação represents another step in this journey, combining digital with in-person experience. We have great expectations, especially because it is a traditional neighborhood of São Paulo, with excellent infrastructure and great potential for engaging with the public," highlights Clóvis Souza, founder and
CEO of Giuliana Flores.
