Russia launches a network of flower vending machines, and Flowwow's revenue grows to 5.7 billion rubles

Local-shop marketplace Flowwow has launched Russia's first network of vending machines for selling flowers. As of October 2026, 25 such locations are operating in Moscow, managed by subsidiary Fmart by Flowwow. The vending machines are placed in federal retail chains, pickup points, and bakeries. The assortment includes roses and seasonal flowers with untreated stems, grown in domestic greenhouses. Customers assemble their own bouquets. Payment can be made on-site or through the Flowwow website. The company is actively hiring for this direction — the future head of the unit will be responsible for managing the opening of new locations, assortment, procurement, and developing the network's growth plan.

According to experts' estimates, investment in developing this direction amounts to roughly 20 million rubles for 25 locations, not including team and logistics costs. Installing a single machine requires 0.8–1.2 million rubles. The main expenses relate to equipment, delivery, installation, rent, payment processing, and the initial stocking of flowers. Experts believe this format will establish itself as an additional sales channel in high-traffic locations, rather than a full replacement for traditional flower shops.

Financial results and market growth

For full-year 2025, Flowwow's revenue reached 5.7 billion rubles — 1.5 billion (35%) more than the 2024 figure. The company achieved net profit of 416 million rubles for the first time, following a loss of 6.5 million rubles the previous year. Expenses totaled 4.73 billion rubles, and gross profit came to 968.4 million rubles. Tangible non-current assets grew from 48.5 million to 359 million rubles, pointing to investment in equipment and infrastructure. Capital and reserves improved to 191.9 million rubles, compared to negative 7.3 million rubles a year earlier.

Cash flow from current operations totaled 472.1 million rubles (versus 8.1 million in 2024). Investment operations showed an outflow of 305.2 million rubles (of which 299 million went toward asset acquisition). The total net cash flow balance for the year was 147.5 million rubles.

In 2024, revenue doubled to 4.5 billion rubles (2023: 2.4 billion). Total turnover reached 17.2 billion rubles (up 80%). Regional expansion accounted for 55% of sales volume; for 2025, the company planned to increase the regional share to 60%. The company expanded its assortment with confectionery, decor, and tableware — in 2024 these categories made up 20% of revenue, with confectionery showing the strongest growth.

According to Mikhail Burmistrov, CEO of Infoline-Analytics, Flowwow demonstrates a high level of competence and is the undisputed leader of the online flower market. Elena Kuzmina, director of research at the Institute for the Development of Entrepreneurship and Economics, notes that the Russian flower market grew from 250 billion to 400 billion rubles in 2024.

For 2023, gross merchandise value (GMV) totaled 9.8 billion rubles (versus 4.5 billion in 2022). The number of buyers grew 77% to 1.34 million people, and the number of sellers grew 31% to 12,500. The most popular product categories were: • Bouquets • Confectionery (GMV of 674 million rubles) • Live plants • Gift certificates

The FMart by Flowwow franchise network posted turnover of 2.8 billion rubles: 76% from the Flowwow platform, 23% from offline locations, and 1% from other marketplaces and social networks.

Cybersecurity and technology stack

In November 2025, Flowwow launched a vulnerability search program on the Standoff Bug Bounty platform. Dmitry Babchuk, head of information security, noted that the initiative would bring in a community of talented researchers to strengthen the platform's defenses. The company is examining its main domain, flowwow.com, and five subdomains, as well as its mobile apps: • App for buyers • App for sellers • App for self-employed couriers

Priority vulnerability categories include: • Business logic and access control violations • Remote code execution (RCE) • Data leaks • Account takeover • Flaws in authentication and authorization mechanisms

In 2023, Flowwow released its own ERP system, Hoog, allowing sellers to manage inventory and optimize business processes.

Looking ahead, the company plans to grow turnover by 70% to 30 billion rubles in 2025 and reach 100 billion rubles by 2028. To achieve these goals, Flowwow is in talks to raise investment of 1–1.5 billion rubles. The international segment accounts for about 6% of total turnover; the company is investing in expanding its presence in Belarus.