Udora raises GBP £7.5m to expand UK gifting platform

Udora has raised GBP £7.5 million in a private funding round and relaunched in the UK under a new brand, marking its shift from Flowwow to Udora.

The UK is now one of its fastest-growing markets and a central part of its expansion plans. The business already works with more than 130 local sellers in cities including London, Manchester, Birmingham and Glasgow, and plans to expand into mid-sized towns and regional markets.

Founded in 2014, Udora operates a marketplace for gifts supplied by local independent businesses, including florists, confectioners, edible bouquet makers and indoor plant shops. It operates in more than 50 markets and 1,500 cities, connecting customers with local sellers through a single platform.

Its UK business recorded strong growth last year. Gross merchandise value rose 97% in 2025, orders increased 79% year on year, and average order value reached GBP £109.

That momentum continued into the first months of this year, with UK GMV up 192% year on year in the first quarter.

The new funding will support expansion in Britain, a broader product catalogue, and further development of technology and personalisation tools. Udora is also placing greater emphasis on adapting its offering to local markets rather than using a standardised approach across countries.

UK focus

In Britain, flowers account for more than 90% of sales on the platform. Confectionery, plants and personalised gifts are the next most in-demand categories.

Udora wants to broaden that mix by adding more baked goods, houseplants, home décor, experiential gifting and curated gift bundles tailored to British gifting occasions. Across all markets, the platform lists more than 150,000 products in over 25 categories.

The business positions itself as a way for smaller merchants to sell online without building their own systems. It handles ordering, marketing tools and access to repeat customers, while fulfilment remains with local sellers.

This aligns with a broader policy push in Britain to increase digital adoption among smaller companies. The UK government's SME Digital Adoption Taskforce aims to make British small businesses the most digitally capable in the G7 by 2035, amid concerns that many local firms still struggle to reach customers beyond their immediate area.

The marketplace gives British sellers access to buyers in more than 50 countries through a single platform. For smaller florists, confectioners and makers, that international reach could offer a broader customer base than they could build independently.

Chief Executive Officer and Founder Slava Bogdan outlined the company's next phase. "Udora is the evolution of the project after a decade of connecting people through local creators. The company is now entering a phase in which we aim to deepen our presence in the markets where we operate, including the UK, with a stronger adaptation of our offering in each region and by developing cutting-edge technology to improve the gift discovery and purchasing experience," he said.

Product plans

Udora's roadmap includes AI-based gift discovery, automated customer support, subscriptions, wishlists and more personalised product recommendations based on customer history. The company says these tools are designed to make it easier for shoppers to find gifts and help sellers reach more buyers.

Management has also set global operating targets for the year. Udora expects to reach 350,000 orders worldwide, increase its seller base by 40%, and achieve GBP £17 million in global GMV as it adds new product categories.

The rebrand comes as the business looks to position itself beyond its origins as a flower-focused marketplace. While flowers remain dominant in Britain, Udora is trying to build a broader gifting offer that reflects local tastes and purchasing habits in each country where it operates.

Bogdan linked that ambition to the company's wider international plans. "Udora started with a simple idea: to help people feel close, no matter the distance. We never wanted to limit ourselves to a single country because love has no borders. After testing in multiple markets, we've seen the same everywhere: people want to express affection through meaningful gifts, and the model scales. That's why we're ready to take it global: to do for gifting what Airbnb did for hospitality. And as long as people love each other, there will always be a place for what we're building," he said.