Around 20 years ago, what started as a personal passion for flowers gradually transformed into a thriving floral import and distribution business in Georgia. "It started about 20 years ago when our founder handled everything himself as an amateur, sourcing primarily from the Netherlands," recalls Nikoloz Gogoladze, Procurement and Logistics Manager at Investori/Floristi. "He learned step by step, from sourcing and transport to quality control and sales. What began as a hobby evolved into a lifelong dedication."
Through years of experience, learning, and partnership building, this passion evolved into Floristi, a well-structured import and distribution network. "The company now represents years of dedication and strong relationships with growers around the world," Nikoloz adds.
© Investori/Floristi
One of Floristi's co-founders: Zakro Papashvili
Sourcing from around the world
Floristi imports flowers from multiple continents to meet the diverse tastes of Georgian florists and consumers. "We actively import from Ecuador, Colombia, the Netherlands, Turkey, Kenya, Ethiopia, and Armenia," Nikoloz explains. "Our key products include spray roses, chrysanthemums, and gypsophila, as well as carnations, alstroemeria, and more. The mix lets us serve both classic tastes and newer design trends across the Georgian market."
© Investori/Floristi
Evolving tastes in Georgia
Flowers have a deep-rooted place in Georgian culture, used in traditions, holidays, and family celebrations. But consumer habits are shifting. "Over the past few years, we've noticed a clear shift: customers are becoming more attentive to flower quality and care, and florists are increasingly experimenting with modern designs and wider assortments," says Nikoloz. "This growing awareness and appreciation are driving the local floral industry to evolve in both creativity and professionalism."
© Investori/Floristi
Nationwide distribution network
All flowers first arrive at the company's central warehouse in Tbilisi, where sorting and quality control are carried out before distribution. "From there we deliver nationwide with refrigerated vans," Nikoloz says. "Our coverage includes all major cities and many regional hubs, including Tbilisi, Kutaisi, Batumi, Gori, Senaki, Mtskheta, Kaspi, Gurjaani, and others. The aim is simple — fresh flowers delivered on time to every florist we serve."
© Investori/Floristi
The challenge of maintaining quality
Maintaining product quality through transport remains one of the company's main challenges. "The biggest challenge is maintaining consistent cold-chain conditions during transport," Nikoloz explains. "Even small temperature deviations can affect the flower's quality and longevity. Occasionally, flights get delayed or temperature control is insufficient, which can damage the flowers and make them unsellable. We work closely with our logistics partners to minimize such risks and ensure that our customers always receive flowers in perfect condition."
© Investori/Floristi
Seasonal peaks and changing trends
Georgia experiences strong seasonal peaks, similar to other markets. "Valentine's Day, International Women's Day, and Easter are peak seasons, with roses and tulips leading demand," says Nikoloz. "During spring and summer, weddings and celebrations drive high sales of gypsophila, chrysanthemums, and mixed bouquets. The colder months tend to favor durable varieties and classic arrangements."
While these cycles repeat each year, preferences continue to diversify. "We see growing diversity in style and color preferences," he adds.
© Investori/Floristi
Expanding horizons
Continuous growth and innovation are part of Floristi's business philosophy. "We're always exploring new products and ways to serve our customers better," Nikoloz says. "One of our latest achievements is the launch of floristi.ge, the first Georgian website fully dedicated to floristry. The website was created with funding and support from Enterprise Georgia. It aims to connect florists, wholesalers, and enthusiasts by offering access to information, trends, and supplies — all in one local platform."
The team is also actively attending international floriculture fairs, such as the Aalsmeer Trade Fair and IFTF in the Netherlands, IFTEX held in Kenya, Hortiflora in Ethiopia, and others.
"Overall, our strength lies in our long-term experience, wide assortment, and reliable nationwide distribution network," Nikoloz notes. "We combine the professionalism of an international importer with the flexibility and customer understanding of a local company. Above all, we focus on building trust and lasting relationships with our partners."
© Investori/Floristi
Looking ahead
Floristi sees a steady and sustainable future for the Georgian flower sector. "Consumer interest in higher quality flowers and creative design is increasing," says Nikoloz. "While we do not expect dramatic shifts, we see gradual expansion in scale, assortment, and professional standards across the market."
In conclusion, Nikoloz shares what drives their mission: "We are proud to connect Georgia with leading farms around the world and to raise the local standard of floristry. Our mission is to deliver quality, reliability, and beauty while supporting growers who share our values."
For more information:
Nikoloz Gogoladze
Floristi
[email protected]
https://floristi.ge/
