Karine Fleury and Lori Fiori have built their reputation on over 50 years’ experience in leading businesses strategically and commercially in the UK, US, Europe, Russia, Middle East and Asia, plus Travel Retail in EMEA. Working on brand development for Jo Malone, Crème de La Mer, Bobbi Brown, Clinique, Lancôme, L’Oréal and Clive Christian Perfumes amongst others.

During this time, Karine and Lori established excellent business relationships with retailers. They are known and respected internationally for delivering results – from driving brand equity, increasing sales, profit and margins, talent management and accelerating distribution, to negotiating space and locations.

Alongside the founders, the Flores Brand Works team comprises like-minded talented professionals who are equally enthused about beauty and luxury brands.

Lori Fiori

Introducing Lori Fiori

Co-Founder / Director

With a passion for marketing, Lori started her career with Estée Lauder UK, working with start-ups such as Prescriptives as well as the market leaders Clinique and Aramis. Following, as GM for Stila, she led brand strategy and managed financial, sales, PR and training. After a 5-year sabbatical living abroad, Lori returned to Estée Lauder Travel UK, this time as Director of the EMEA Retail team where she quadrupled growth in sales and distribution. During her global COO role at Clive Christian Perfumes, she perfected her skills in sales, distribution, logistics and NPD.

Karine Fleury

Introducing Karine Fleury

Co-Founder / Director

The early days of Karine’s career began in new product development within the global NPD team at Lancôme, Paris. Subsequently, she progressed to the UK with L’Oréal, Paris. Later, at Estée Lauder Companies Travel Retail, Karine enjoyed various positions in marketing, sales, brand management, passengers and consumers insights plus category strategy. Following a promotion to develop a new department for Shopper Insights and Category Strategy for EMEA, she was further promoted to Global VP to ensure its continuing success.

Introducing Fiona Fairweather

Digital and Retail Expert

Fiona is a seasoned digital and retail executive with over 20 years’ experience spanning international, start-up, operational, digital transformation and multi-channel marketing roles for companies including John Lewis, Buy.com, ITV, Cirque du Soleil, Liz Claibourne, Etam, Laura Ashley, Peacocks, Estée Lauder and Nars. Specialties include: Digital Strategy and Planning, Marketplaces and Multi Channel commerce, Multi Channel Marketing, CRM, Customer Insight and Merchandise Management.

Introducing Nicola de Burlet

The PR Studio

With over two decades of PR experience, Nicola has previously worked in-house for a plethora of luxury brands including Chanel, Givenchy and LVMH. While at Kenneth Green Associates, one of the largest UK distributors in the luxury beauty sector, she led launches for Cartier, Elie Saab, La Prairie, Hermès and Azzedine Alaia. In 2016, Nicola founded The PR Studio to work directly with luxury lifestyle brands looking for a collaborative, creative and personalised PR approach to capitalise on the thriving UK market and new media industry. Aurelia Probiotic skincare, Natura Bisse and many fledgling brands looking to stand out in an increasingly competitive and crowded market have all benefitted from her expertise.


In Conversation with the Flores BW Founders

One of the things the Flores BW team loves about partnering with a wide variety of clients, is discovering the individual stories on how the brand began. Here we asked Lori and Karine exactly that.

#1: How did you come up with the name Flores Brand Works?

Serendipity!By chance both our surnames mean flowers – Fleury in French, Fiori in Italian. We both have a Latin background, and in Latin flowers is Flores, so we thought it would be a fun way to name the brand after ourselves without being to direct.” – Lori Fiori

#2 How long have you known each other and where did you meet?

We met over ten years ago while we were both at Estée Lauder Travel Retail. Lori was covering my maternity leave, but when I returned I started a new corporate role… so Lori stayed. We worked alongside each other and became great friends. We would often talk about starting our own business some day!” – Karine Fleury

#3: What is Flores BW reason for being?

“We always wanted to be business owners. With the years of experience we’ve accumulated, we felt it was the right time to share our brand expertise and passion for the beauty and luxury industry. We specifically wanted to work with new brands who didn’t have a strong voice and felt overpowered by the ‘big boys’.” – Lori Fiori

#4: What is your elevator pitch?

“We work with beauty and luxury businesses of all sizes, becoming part of the team and working as if it was our own. We deliver results! We can make a company’s biggest asset – their brand, shine brighter than the competition, appeal to a wider audience, resonate in everything they do.” – Karine Fleury

#5: Why should beauty and luxury brands approach you?

To ensure brands of now become brands of the future, have staying power and longevity and go from strength to strength. While Karine and I have similar experience, we have complementary skill sets, so brands benefit from the combination of our strengths.” – Lori Fiori