8 May 2026
Three years in: the version of Floree we couldn't have built on day one
Floree turned three this month. We've gone from three pilot tenants in Sharjah to 240 paying shops across the GCC, AED 220M of GMV processed, and a product that does things we couldn't have imagined building in early 2023.
Where we are
- 240 paying shops across UAE, KSA, Bahrain, Oman, and Kuwait
- AED 220M of GMV processed since launch
- 38 wholesalers active in the marketplace
- 18 employees — engineers, designers, customer success, and one lone marketing hire
- 120% net revenue retention — shops grow on Floree faster than they leave
What we couldn't have built on day one
The version of Floree that exists today depends on infrastructure that didn't exist or wasn't affordable in early 2023:
- Vision models for arrangement pricing — GPT-4 vision came out in October 2023, six months after launch
- Cost-effective bilingual storefronts — translation infrastructure caught up with our needs in 2024
- Stripe Connect for the GCC — enabled the corporate-portal billing flow
- ZATCA Phase 2 e-invoicing — required real engineering investment in 2025
Each layer made the next one viable. None of it was on the day-one roadmap.
What's next
Year four is about depth, not breadth. We're going to make every existing module 30% better before we ship a new one. The shops on Floree have asked for more polish, fewer features. We agree.
To every shop owner, every wholesaler, every customer who has trusted us — thank you. We're here for the long haul. Year four starts now.