Floward, an online flowers and gifts destination in MENA and UK, acquired Mubkhar, a Kuwaiti perfumery brand. Floward will be investing in expanding Mubkhar’s product suite and points of sales and furthering its growth.

The acquisition fits Floward’s strategy in maintaining and strengthening the vision of being the dominant online quick commerce gifting platform in the MENA region, and in the UK.

Mubkhar was founded in 2015 and has since expanded its footprint to Saudi Arabia, Bahrain, and Qatar from its home base in Kuwait. The management will continue running Mubkhar on a day-to-day basis.

“We are thrilled to join forces with Mubkhar, a brand that without a doubt has left its mark in the fragrances and gifts market. This acquisition is proof that we’re forging ahead in the right direction with expanding our gifting categories and having an exceptional team led by Khalid AlMannaa on board is a pivotal step forward in our expansion strategy. With our companies aligned on the same vision to offer our clients the best gifts through great customer services, we are certain that we will further cement our leading market position,” Abdulaziz B. Al Loughani, Floward Chairman & CEO, said.

Floward was founded in 2017 and is an e-commerce platform that offers prime fresh-cut flowers and gifts across the MENA region, and the UK covering 36 cities, and also fully manages last-mile delivery to its customers.