What RV Roger does

RV Roger Ltd (legal entity R.V.Roger Ltd) is a third-generation, family-owned nursery founded in 1913 and headquartered at The Nurseries, Malton Road, Pickering, North Yorkshire (YO18 7JW). The company operates a 240-acre site in the Vale of Pickering where it grows hardy nursery stock using traditional bare-root and containerised propagation methods, with plant health and biosecurity protocols positioned at the core of operations under the Plant Healthy standards framework. Its product range spans roses (20+ varieties), top fruit, soft fruit, nuts, trained fruit trees (fan-trained, espalier, cordon), ornamental and woodland trees, 80+ shrub varieties, bulbs, hedging, perennials and grasses, edimentals, conifers, and pre-trained standard trees.

The business sells directly to end customers through two complementary channels: a transactional BigCommerce e-commerce website offering nationwide UK delivery (bare-root plants November–March, containerised year-round), and a physical Pickering Plant Centre open seven days a week. Per-unit pricing ranges from roughly £13 for roses to over £100 for premium ornamental trees, with no subscription, contract, or recurring revenue model. The primary customer segment is individual home gardeners, supplemented by professional landscapers and garden designers, large estates, and institutional buyers; the company prominently cites supply relationships with Royal Households and Chelsea Gold Medal-winning gardens as brand credentials.

Revenue model is straightforward direct-to-consumer plant sales with a horizontal segmentation across consumer and light-trade buyers. The company is privately held with no disclosed parent, subsidiaries, equity investors, or funding rounds, and no management team beyond the family ownership structure is disclosed in available materials. Marketing is largely digital — e-commerce site, email newsletter, Facebook, Instagram — supported by a knowledge-base/blog and seasonal in-person events such as the Ryedale Rose Weekend and Apple Weekend. No AI, API, or software platform capabilities are evidenced; the operation is a traditional horticulture business with a modern e-commerce veneer.

Name

RV Roger

Legal name

R.V.Roger Ltd

Website

https://rvroger.co.uk

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

11–50 employees

Short description

RV Roger is a third-generation family nursery founded in 1913 in Pickering, North Yorkshire, selling roses, fruit trees, ornamental trees, shrubs, bulbs, and hedging via UK mail order and a physical plant centre to gardeners and landscapers.

Ownership category

akta.pro rank

Product category

Plant Nursery

NAICS

Nursery and Floriculture Production (11142), Nursery and Tree Production (111421), Greenhouse, Nursery, and Floriculture Production (1114), Nursery, Garden Center, and Farm Supply Retailers (44424), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

akta.pro secondary industries

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB), Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Nursery plants
• Garden trees
• Rose plants
• Hedging plants
• Fruit trees

Headquarters

HQ city

Pickering

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Plant and Nursery Stock Sales: Direct retail sales of plants and nursery stock to consumers through e-commerce website and physical plant centre. Products include roses, fruit trees, ornamental trees, shrubs, bulbs, hedging, and trained fruit trees. One-time purchase model with per-item pricing based on plant type, size, and format (bare root, containerised, pot size).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

RV Roger operates a 240-acre nursery that grows and sells hardy nursery stock — roses, top fruit and soft fruit trees (including trained forms), nut trees, ornamental and woodland trees, shrubs, bulbs, hedging, edimentals, perennials, grasses, seed, and conifers. Customers can purchase plants via a nationwide UK mail-order e-commerce website or in person at the Pickering Plant Centre, with bare-root and containerised formats available across seasonal windows.

Product overview

RV Roger Ltd is a third-generation family-run nursery established in 1913, operating from a 240-acre nursery in Pickering, North Yorkshire. The company offers a comprehensive range of horticultural products through both mail order (nationwide delivery) and a physical plant centre. The product portfolio centres on roses (with over 20 varieties), fruit trees (top fruit, soft fruit, and nuts including trained forms like espalier and cordon), ornamental trees (including Malus/Crab Apple, Prunus/Cherry, Sorbus/Rowan, Liquidambar, and Liriodendron), shrubs (80+ varieties), bulbs, hedging plants, perennials, grasses, seeds, and conifers. Additional offerings include edimentals (edible ornamentals) and pre-trained standard trees. The company also provides mail order delivery services and operates a retail plant centre in Pickering.

Differentiator

Problem solved

Functional benefit

Products and services

• Roses Range of rose plants in over 20 varieties — including Alba, Bourbon, Climbing, Floribunda, Hybrid Tea, Modern Shrub, Patio, Rambler, Rugosa, and Species — sold as containerised or bare root stock for mail order to UK gardeners.
• Top Fruit Trees Top fruit trees including Apple, Pear, Plum, Cherry, Apricot, Damson, Gage, Fig, Medlar, Mulberry, Nectarine, Peach, Quince, and Crab Apple varieties for home orchards and gardens.
• Soft Fruit Plants Soft fruit plants spanning Blackberry, Blueberry, Gooseberry, Raspberry, Redcurrant, Blackcurrant, Grape, Rhubarb, Strawberry, plus unusual varieties like Bilberry, Chokeberry, Elderberry, Lingonberry, Kiwi, Jostaberry, and Worcesterberry.
• Nut Trees Nut trees including Almond, Cobnut, Filbert, Sweet Chestnut, Trazel, Turkish Hazel, and Walnut, grown in the Pickering nursery for UK supply.
• Trained Fruit Trees Pre-trained fruit trees available in fan-trained, espalier-trained, and cordon forms for formal garden designs and space-saving orchard planting.
• Ornamental and Woodland Trees Ornamental and woodland trees including Acer, Betula (Birch), Malus (Crab Apple), Prunus (Cherry), Sorbus (Rowan), Quercus (Oak), Liquidambar (Sweet Gum), Liriodendron (Tulip Tree), and many more species and cultivars.
• Shrubs Extensive range of over 80 shrub varieties — Abelia, Buddleja, Cornus, Fuchsia, Hydrangea, Magnolia, Viburnum, and other ornamental garden shrubs.
• Bulbs Autumn, late summer, and naturalising bulb collections including Allium, Narcissus, Tulip, Crocus, Iris, Hyacinthus, and Galanthus (Snowdrop), plus mixed bulb collections.
• Hedging Plants Hedging plants available by common name or Latin name, including Coastal, Evergreen, Field and Country, Formal, Shade Tolerant, and Wildlife Friendly hedging varieties.
• Edimentals Edible ornamental plants combining decorative and culinary use, including Saskatoon (Juneberry), Dewberry, Honeyberry, and Japanese Wineberry.
• Perennials and Grasses Herbaceous perennials and ornamental grasses including Miscanthus varieties, Cosmos, Persicaria, and other flowering perennial species.
• Garden Seed Garden seed for various plant varieties, complementing the live-plant nursery stock range.
• Conifers Conifer plants and trees for evergreen structure in garden landscapes.
• Standard Trees Pre-trained standard tree forms suitable for formal garden designs and structured landscape planting.
• Mail Order and Nationwide Delivery Service Nationwide UK plant delivery service via post, with bare root plants shipped November–March and containerised plants shipped year-round; collection also available from the Pickering Plant Centre.
• Pickering Plant Centre Physical retail plant centre in Pickering, North Yorkshire, open 7 days a week (Mon–Sat 9am–5pm, Sun 10am–4pm), offering in-person browsing, expert advice, and immediate collection of the full plant range.

Quantifiable outcome

• Over a century of continuous operation as a family business since 1913
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hillier Nurseries: One of the UK's leading nursery growers and garden centre operators with a heritage dating back to 1864; directly comparable to RV Roger as a grower-retailer of trees, shrubs, roses, and hardy nursery stock supplied to professional and consumer customers.
• David Austin Roses: Specialist UK rose breeder and grower with a global mail-order business; overlaps directly with RV Roger's rose category, traditional growing heritage, and direct-to-consumer rose mail order with comparable premium positioning.
• Frank P Matthews: Long-established UK wholesale tree nursery specialising in fruit and ornamental trees; directly comparable to RV Roger's fruit tree and ornamental tree range and B2B/landscaper supply model.
• Burncoose Nurseries: Cornwall-based family-run nursery and garden centre with a large mail order catalogue of trees, shrubs, and ornamental plants; very similar omnichannel grower-retailer model to RV Roger.
• Ashridge Nurseries: UK online nursery specialising in hedging, trees, and shrubs with nationwide delivery; overlaps with RV Roger's hedging and bare root plant mail order offerings and target customer base.
• Crocus (online garden retailer): UK's largest online garden retailer with a broad plant, tree, and shrub catalogue; directly comparable e-commerce-led mail order plant business competing for the same UK home gardener segment.
• Thompson & Morgan: Major UK mail-order horticultural retailer selling seeds, plants, bulbs, and shrubs; comparable catalogue breadth, nationwide delivery model, and DIY gardener customer base to RV Roger.
• Blackmoor Nurseries: Specialist UK fruit tree and rose nursery with nationwide mail order; closely comparable to RV Roger's fruit tree (including trained forms) and rose categories and professional/consumer mix.

Broad incumbents

• Blue Diamond Garden Centres: UK's largest independent garden centre group operating 40+ centres; a broad incumbent that competes with RV Roger's plant centre and mail order, though with a much wider product and gift range.
• Dobbies Garden Centres: National UK garden centre chain with a broad horticultural offering including plants, trees, and garden products; a broad incumbent competitor to RV Roger's plant centre and online plant sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rvrogerltd
• Instagraminstagram.com/thenurseries
• Xx.com/thenurseries
• LinkedInlinkedin.com/company/rv-roger-ltd

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 RV Roger