Giuliana Flores, the largest e-commerce flower and gift retailer in Latin America, has been investing in physical retail, with stores in the city of São Paulo and Greater São Paulo. The chosen neighborhood for the brand's new location is Aclimação. Centrally located and with easy access to other areas, the area boasts good infrastructure, cultural diversity, and a vibrant nightlife. This is the 13th store, located on Rua Coronel Diogo in the Aclimação neighborhood, occupying 150 square meters and following the same décor style as the other stores.
In addition to classic bouquets and floral arrangements, the store will offer fresh flowers, dried versions, and the brand's iconic enchanted roses. 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 delighting loved ones on any occasion.
Expanding its presence in physical retail, the new store joins a network of existing units in Higienópolis, Guarulhos, Mooca, Moema, Perdizes, Ipiranga, Santo André, São Bernardo, São Caetano do Sul, Tatuapé, and Vila Nova Conceição. Giuliana Flores' structure also includes eight kiosks, a network of 800 associated florists, and 300 marketplace partners. With a 2,700-square-meter distribution center located in São Caetano do Sul (SP), the company is able to deliver 85% of orders within one hour.
Digital and physical store presence – a differentiated strategy.
The expansion into street-level stores complements the strong presence in the digital environment, reinforcing the company's commitment to offering a complete experience for all consumer profiles – including those who still value direct contact with products and in-person service. This strategy, which goes against the grain of traditional retail, innovates by making the reverse move: starting in e-commerce and then expanding to street-level stores.
In addition to physical stores, the company has also invested in new convenience channels, installing 15 vending machines in high-traffic locations in the capital and metropolitan area, such as airports, theaters, and event centers. The goal is to make access to flowers and gifts even more practical, quick, and surprising.
“We are experiencing a moment of expansion, focused on bringing our services to new regions and strengthening our connection with customers in the physical environment as well. The opening of the store in Aclimação represents another step in this direction, uniting the digital with the in-person experience. We have great expectations, especially since it is a traditional neighborhood in São Paulo, with excellent infrastructure and great potential for building relationships with the public,” highlights Clóvis Souza, founder and
CEO of Giuliana Flores.
