Heirloom Roses

What Heirloom Roses does

Heirloom Roses is a family-owned, direct-to-consumer online nursery founded in 1973 in St. Paul, Oregon. The company cultivates and ships own-root roses — plants where the rootstock and top growth are the same variety, in contrast to the industry-standard grafted approach — and claims all stock is virus-free. It carries 75+ exclusive rose varieties across categories including Climbing, Shrub, Thornless, Hybrid Tea, and English/David Austin roses, supplemented by perennials, climbing-rose bundles, and rose bundles.

The core technology is proprietary own-root propagation, which the company markets as producing hardier, easier-to-grow plants that can recover from setbacks, backed by a one-year warranty. Supporting product lines include branded consumables such as Founders Fish Fertilizer (NPK 2-3-0.2) and 100% Natural Mint Compost, plus garden tools, plant markers, treatments, a beneficial-insect subscription, and physical/e-gift cards. The storefront ships to US-48 and Canada, with free shipping thresholds and a Match Maker tool that personalizes rose recommendations by USDA Hardiness Zone.

The business model is DTC e-commerce at $53–$67 per rose plant on a pay-as-you-go basis, with a single disclosed recurring-revenue line (Beneficial Insect subscription). The primary customer segment is individual home gardeners, with rose collectors and enthusiasts as a secondary persona. Marketing is content-led via a Rose Library blog and active channels on Instagram, Facebook, YouTube, Pinterest, and TikTok, supported by an email newsletter offering $10 off first orders. The company employs 51–100 people and has no disclosed venture funding, parent company, or acquisition activity.

Name

Heirloom Roses

Legal name

Heirloom Roses

Website

https://heirloomroses.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Short description

Heirloom Roses is a family-owned, direct-to-consumer online nursery founded in 1973 in St. Paul, Oregon, selling 75+ exclusive own-root rose varieties and complementary garden products to home gardeners and rose enthusiasts across the United States and Canada.

Ownership category

akta.pro rank

Product category

Online Plant Nursery

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery and Floriculture Production (11142)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Rose plants
• Own-root roses
• Garden nursery
• Perennial plants
• Rose cultivation

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Rose Plant Sales: Heirloom Roses generates revenue primarily through the direct sale of rose plants, including various varieties such as climbing roses, shrub roses, thornless roses, and specialty roses. Products are sold at fixed prices ranging from $53-$67 per rose plant.
2. Garden Supply Products: The company also sells complementary garden products including Founders Fish Fertilizer, Mint Compost, soil care products, treatments, and garden tools. These products generate additional revenue streams with various price points.
3. Gift Cards: Heirloom Roses offers physical and e-gift cards, providing flexible gifting options for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Heirloom Roses is a direct-to-consumer online nursery that grows and sells own-root rose plants, specializing in virus-free rose varieties including climbing, shrub, thornless, hybrid tea, and David Austin English roses. The company also offers perennials, soil care products, fertilizers, garden tools, and gift cards, shipping directly to customers in the United States and Canada.

Product overview

Heirloom Roses operates as a direct-to-consumer online nursery specializing in own-root rose plants and complementary garden products. The core product offering consists of over 75 varieties of virus-free rose plants including Climbing Roses, Thornless Roses, Hybrid Tea Roses, English/David Austin Roses, Shrub Roses, Polyantha, Rugosa, Albas, and Bourbon varieties. The company differentiates through proprietary own-root cultivation technology, a one-year guarantee on all roses, and expert horticultural guidance. Supporting products include soil amendments (Founders Fish Fertilizer and Mint Compost), garden tools, plant markers, beneficial insect subscriptions, and gift cards. The business model combines e-commerce retail with horticultural expertise, offering zone-based personalization tools and educational resources through their Rose Library.

Differentiator

Problem solved

Functional benefit

Products and services

• Roses Own-root rose plants available in various types including Climbing Roses, Thornless Roses, Hybrid Tea Roses, English/David Austin Roses, Shrub Roses, and more. Virus-free roses with a one-year warranty, offered to home gardeners and rose enthusiasts.
• Perennials Perennial plants that ship free with 2+ perennials in US-48. Complements the rose offerings for garden design and landscaping.
• Climbing Rose Bundles Curated collections of climbing rose varieties for vertical garden applications including trellises, arbors, arches, and fences.
• Rose Bundles Bundled groupings of rose plants offered at discounted pricing for garden projects.
• Founders Fish Fertilizer Natural fish-based fertilizer with NPK ratio 2-3-0.2 that feeds beneficial soil microbes for stronger growth, healthier soil, and better blooms. Available in Quart, Gallon, and 12-Pack sizes.
• 100% Natural Mint Compost Natural mint-based compost that provides moisture retention, helps break up clay soils, and acts as a natural insect repellent for aphids and spider mites. Available in 1.5 Quart, 7 Quart, and 26 Quart sizes.
• Garden Tools Gardening tools and supplies for rose care and garden maintenance.
• Garden Markers Plant markers and garden labeling solutions for identifying roses and garden plants.
• Treatments Plant treatments for disease and pest control in roses.
• Beneficial Insects Subscription Subscription service for beneficial insects that help control garden pests naturally.
• Gift Cards Physical and eGift Cards available for purchase as gifts. Physical gift cards shipped via mail; eGift Cards delivered electronically.
• New Roses 2026 Collection Annual new product collection featuring newly introduced rose varieties for the 2026 season.

Quantifiable outcome

• Every rose comes with a one-year warranty and full support of customer care team through every season of growth.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• John JelinekminorStrategic or Co-development PartnerJohn Jelinek, a friend of Heirloom, hybridized the Reach for the Skies climbing rose. Nancy Jelinek allowed Heirloom to photograph John's original rose in their home garden in Oregon. This represents a personal relationship where a rose breeder contributed a variety to Heirloom's exclusive offerings.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jackson & Perkins: One of the most iconic American mail-order rose retailers, offering own-root and grafted roses direct to consumers. Directly comparable as a long-tenured DTC rose specialist targeting home gardeners.
• David Austin Roses: British breeder and retailer of English roses (David Austin varieties), many of which Heirloom Roses also carries. Comparable as a premium DTC rose specialist with proprietary/exclusive cultivars and strong brand authority.
• Nature Hills Nursery: Large online nursery selling roses, perennials, trees, and shrubs direct to consumers. Comparable as a multi-category DTC plant retailer competing for the same home gardener buyer.
• Fast Growing Trees: Online nursery specializing in plants and trees with a strong DTC e-commerce and content marketing model. Comparable on channel (DTC), buyer (home gardeners), and category overlap (ornamental plants).
• White Flower Farm: Long-established mail-order and online nursery offering perennials, roses, and garden supplies to enthusiasts. Comparable as a heritage DTC plant brand with curated, premium-priced catalog and educational content positioning.
• Wayside Gardens: Heritage online and catalog nursery selling ornamentals including roses and shrubs. Comparable as a long-running DTC plant retailer targeting dedicated hobbyist gardeners.

Broad incumbents

• Burpee (W. Atlee Burpee & Company): Iconic American seed and plant retailer with a broad catalog spanning vegetables, flowers, and roses. Comparable as an established DTC garden brand but with a much wider portfolio beyond roses.
• Monrovia Nursery Company: Large-scale wholesale nursery selling branded plants through garden centers and big-box retailers. Comparable as a quality-positioned ornamental plant producer but primarily wholesale rather than DTC.
• Proven Winners: Major ornamental plant brand sold through garden centers and retailers nationwide. Comparable as a plant brand with strong reputation and proprietary cultivars, but distributed via retail rather than DTC.
• Star Roses and Plants: Wholesale grower and breeder of roses and woody plants sold to garden centers and landscape professionals. Comparable as a rose-specific producer but operating in the wholesale/B2B channel versus Heirloom's DTC model.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@heirloomroses
• Facebookfacebook.com/heirloomrosesusa
• Instagraminstagram.com/heirloomroses
• Pinterestpinterest.com/heirloomroots
• TikToktiktok.com/@heirloomroses
• Xx.com/heirloomroses
• LinkedInlinkedin.com/company/heirloom-roses-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heirloom Roses