The story of Fiorentino Flowers begins in 1973, in the heart of Thessaloniki—a Greek city alive with color, energy, and growth. In this vibrant atmosphere, two young dreamers found inspiration in their shared love for flowers. That passion led to the opening of the very first Fiorentino shop in November of that year. But the journey didn’t start in the way one might expect…
The Story of Fiorentino Flowers
In 1973, at the corner of Dimitriou Gounari Street and Prigkipos Nikolaou (now A. Svolou), the foundation for Fiorentino Flowers began to take shape. It started with an advance payment of 1,000 drachmas—a straightforward, almost sealed agreement. But flowers don’t follow logic. They speak to instinct. And so did this moment.
Late one evening, around two in the morning, original owner (and father of Avraam Avanoglou) Anastasis Avanoglou and Ioannis Hortis noticed a 'For Rent' sign on a storefront at Mitropoleos 103. Despite the hour, they didn’t hesitate. They called the number listed, woke the owner, and arranged to meet that very morning. The two friends didn’t go home—they waited until sunrise.
By noon, the papers were signed, and they stood as the official founders of what would become Fiorentino. Inspired by a recent trip to Italy, they selected the name 'Fiorentino' from a list of design proposals, immediately drawn to it.
The location proved ideal. Positioned near several clinics, the shop naturally attracted those wanting to send well wishes to new families. Yet what set the store apart were the public relations skills of its founders—a vital element for building lasting relationships in Thessaloniki.
At the time, the quality of both flowers and service offered by Fiorentino was rare for the city. Passersby often became returning customers. Over time, the business grew not just through visibility, but through steady trust and loyalty—values that would shape the company’s identity for decades to come.
1980s and 1990s for the Greek Flower Shop
By 1980, Fiorentino had entered a new phase of growth, expanding into the wholesale plant trade. The company began importing plants from the Netherlands and established two greenhouses—one in Foinikas Pylaia and another in Nea Sillata. These greenhouses quickly became central players in the wholesale plant market in Thessaloniki, solidifying their presence in the region’s floral industry.
In 1988, the original shop at Mitropoleos 103 underwent a major renovation. Fiorentino embraced a more modern aesthetic and introduced a forward-thinking approach to floral design. With this transformation, the shop continued to set trends and elevate the local floral scene. By then, twenty years had passed—and they had firmly established themselves as the city’s go-to destination for flowers, chosen time and again for their quality and designs.
The Takeover of Avraam Avanoglou for Fiorentino's Floral Design
During a difficult economic time brought on by the crisis, the two friends decided to retire in 2009. Avraam, Anastasis Avanoglou's son, then took over the company. Eager to work and having gained a lot of knowledge from working with his father, he relocates the flower shop and renames it Fiorentino Creations while still a student at the Agricultural School of AUTH.
Two years later, they moved to Mitropoleos 82, becoming the Mecca of the city’s flowers, making decisions based on continuous evolution, uncompromising quality, and the passion that makes their flowers shine differently from the rest. Later in 2015, Thessaloniki met its first luxury flower shop, Fiorentino Luxury Floral Services. Since then, its display has become a center of attraction, with unprecedented ideas for the public. Premium boxes and Eternity Roses have become a trend in flower shops across Greece, with the shop holding the privilege of specialization and superiority as a pioneer.
It wasn't until 2023 that the owner decided to rebrand the business. Letting go of anything additional to its core identity, Fiorentino keeps just the essentials, with the descriptive tagline, 'flower shops + design', while its marketing voice speaks loudly in 'we love flowers + people'.
On the last day of January in 2024, another dream met its realization. Avraam opened the new headquarters in Thermi. While their florists create in the basement, the shop and offices expand on the ground floor, leaving the showroom for inspiring appointments on the upper floor.
What a fascinating family story through a diverse timeline. To continue their floral path in Greece, make sure to follow Fiorentino on Instagram.
Photos by: @fiorentino_fsd.
