A Wholesale Buyer's Guide to Rose Varieties
Reds, whites, pastels, novelty and garden-style roses — how to think about variety, colour and grade so your rose program sells all year, not just in February.
Roses are the backbone of almost every flower program, and the range of varieties is enormous. For a buyer, the point is not to memorise hundreds of names but to think in categories that map to how your customers actually buy. Here is a working framework.
Reds: the anchor of the category
Red roses drive the biggest single event of the year — Valentine's Day — and stay relevant all year for romance and luxury work. Depth of colour, large heads and long stems define the premium tier. Because demand spikes so sharply in February, reds are the variety where committing volume early pays off most.
Whites and creams: weddings and elegance
White and cream roses are the quiet workhorses of the wedding and event world, and a staple of sympathy work. Uniformity and clean, unblemished heads matter enormously here, because they are so often used en masse where any variation shows.
Pinks and pastels: everyday romance
Soft pinks, peaches and blushes are the everyday sellers — approachable, versatile and perfect for mixed bouquets and gifting. A strong pastel range keeps a rose program turning between the big peaks.
Bright and novelty colours
Oranges, yellows, bicolours and tinted roses add energy and seasonal interest, and they let a florist stand out. They are ideal for autumn palettes, celebrations and bold designs, and they refresh a range that would otherwise feel predictable.
Garden and specialty roses
Fuller, more romantic garden-style roses command a premium for weddings and high-end design. They carry a different price and handling profile, but they open up the luxury end of your offer.
Think in grades as well as colours
Within every colour, stem length and head size set the price and the use — long-stemmed premium for events, efficient mid-grades for volume bouquets. A good rose program is a grid of colour against grade, matched to your customers.
Build a rose program that runs all year
At Vibra, roses are selected across Colombia and Ecuador for freshness, colour and performance, so your range holds up from an ordinary Tuesday to the Valentine's peak. Tell us how you sell roses and we will build the assortment with you.
Build your program
Tell us what you need. We will bring the right flowers, growers, and solutions together.
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