Floward Hires New Executive to Accelerate Growth

Floward has appointed a new executive, Elizabeth Thomas, following a strong growth period for the brand.

Established in 2017, Floward is a full-fledged e-commerce solution that offers prime fresh-cut flowers sourced from the best growers and farmers around the world and arranged locally by a team of florists and designers. Floward’s premium delivery service offers same day delivery across London, allowing customers to place orders up to 5pm, arriving on the same day up until 10pm. Floward also allow customers to send video messages via QR codes, adding an extra personal touch to their delivery service, setting them apart from competitors.

Floward has grown its revenue by more than 40 times since 2020, and has raised USD34.2 million to date, the latest of which was its Series B funding round of USD27.5 million – led by STV with participation from Impact46 in June 2021.

Joining Floward in May 2022, Elizabeth will lead Floward’s Category Management, Innovation and Design functions which include preparing a full product catalog and direction for everyday products and occasions. She will also be responsible for regularly evaluating new category additions and innovative product ideas, and exploring new verticals to add to Floward’s offering.



Elizabeth brings over 20 years of experience across a wide range of industries in the United Kingdom. Prior to joining Floward, she held a number of senior positions from Category Director of Gifts & Flowers at Moonpig.com, Head of Fashion Trading at eBay UK as well as a number of category roles at Sainsbury’s PLC.

Throughout her experience, she has been responsible for creating and delivering customer driven change strategies to achieve revenue and margin growth, while establishing strong supplier partnerships to differentiate offerings.

Floward Head of Category, Elizabeth Thomas said: “I’m excited to join the Floward team and help create and bring forward new ideas for the company. Floward is a very exciting company, which achieved great growth in the past couple of years and I can’t wait to help it grow further.”

Floward Chairman & CEO, Mr. Abdulaziz B. Al Loughani said: “We are thrilled to have Elizabeth join our team. As we continue to grow, we are always looking into new and innovative ways to diversify our offerings and add new verticals to our service in addition to attracting high-caliber talents to join us and help take Floward to the next level.”

“Elizabeth brings with her a vast experience in category management and growth that is in line with our future vision for Floward. We’d like to welcome her to our family, and we look forward to the changes and development she will bring to Floward.”