Meet the team

Danny Sanchez is CEO and co-founder of South Florals Group, an integrated floral network operating across retail, imports and technology. He leads the Group’s acquisition strategy, corporate development and long-term growth initiatives. Danny focuses on identifying strong local floral businesses, preserving their established brands and customer relationships, and supporting them with centralized operations, technology, purchasing power and digital commerce capabilities. Under his leadership, South Florals Group has expanded to a network of 10 Florida flower shops while building the infrastructure needed to acquire, integrate and grow additional floral businesses.

Sam Noriega is co-founder and COO of South Florals Group, where he leads operational execution across the Group’s retail, imports and technology divisions. He oversees the integration of acquired floral businesses, working with local teams to preserve established brands, customer relationships and operating knowledge while introducing shared systems and resources. Sam’s responsibilities include operational planning, process improvement, purchasing coordination and supporting consistent execution across the Group’s 10 Florida flower shops. His focus is building the operational infrastructure needed to transition, integrate and grow acquired businesses without losing the local identity that made them successful.