Ludwig's Roses

Name

Ludwig's Roses

Legal name

Ludwig's Roses

Website

https://ludwigsroses.co.za

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Rose Nursery

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

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

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industry

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Rose nursery
• Rose cultivation
• Horticulture retail
• Garden plants
• Rose varieties

Headquarters

HQ city

Pretoria

HQ country

South Africa

HQ region

Africa

Offices9 records

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: Sale of rose plants across multiple varieties including Hybrid Tea, Floribunda, FairyTale, David Austin English Roses, Climbers, Miniatures, and specialty rose categories. Plants are sold as grafted specimens at various price points.
2. Rose Care Products: Sale of complementary products including fertilizers, pesticides, fungicides, compost, and gardening tools for rose maintenance.
3. Rose Value-Added Products: Rose Home Range (reed oil diffusers), Rose Edible Products (Rosa Damascena Jam, rosehip products), and Rose Body Range (Rose Hip Oil), providing diversified product offerings beyond plants.
4. Restaurant and Events: The Rose Kitchen restaurant and events venue generates revenue through food service and event bookings.
5. Gift Vouchers: Sale of gift vouchers for rose purchases and related products.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Ludwig's Roses is a South African rose nursery that propagates and sells hand-grafted rose plants across more than 966 varieties grouped into categories such as Hybrid Tea, Floribunda, FairyTale, Antico Moderno, Colourscape, Miniature, Midinette, Spire, Panarosa, David Austin English, Heritage, Climber, and Standard Roses. The company also sells complementary rose care products (fertilizers, pesticides, fungicides, compost, tools), value-added rose ranges (home, edible, body), gift vouchers, and operates The Rose Kitchen restaurant and events venue at the Pretoria farm.

Product overview

Ludwig's Roses is a South African rose nursery established in 1971, operating as a single unified product company centered on rose cultivation and sales. The core offering consists of 14 distinct rose variety categories (Hybrid Tea, Antico Moderno™, Floribunda, FairyTale™, Colourscape, Miniature, Midinette™, Spire™, Panarosa™, David Austin® English, Heritage, Climber, and Standard 90cm roses, plus specialty collections like Fragrant Roses, Cut Roses, Rose Hips, Bee Friendly, and Pots) sold as individual plants. Adjacent product lines include the Rose Range (Home, Edible, and Body products derived from roses) and Rose Care Products (Fertilizers, Pesticides & Fungicides, Compost, Tools). Additional services include Gift Vouchers and an on-site restaurant (The Rose Kitchen). Every Ludwig's Rose is hand grafted, with free delivery on orders above R1500 within 50km of nurseries.

Differentiator

Problem solved

Functional benefit

Products and services

• Hybrid Tea Roses Classic rose varieties with large, well-shaped blooms carried on strong stems, growing 0.9m to 2.3m tall; the most commonly grown rose type.
• Antico Moderno Roses Modern roses with nostalgic 'cabbage-shaped' blooms reminiscent of old-fashioned roses; grow 1.2m to 2.3m high with long-lasting firm petals suited to cutting.
• Floribunda Roses Roses that produce clusters of blooms with continuous flowering on hardy bushes; ideal for mass planting.
• FairyTale Roses Dense, shrubby, vigorously free-flowering roses with blooms reminiscent of old-fashioned roses; performance comparable to 'Iceberg'.
• Colourscape Roses Group of roses with diverse growth habits including Cushion Groundcovers, Low Shrub, and Prostrate Groundcovers for landscape projects.
• Miniature Roses Compact roses ranging 20cm to 80cm in height with improved disease resistance; suitable for pots, window boxes, and small gardens.
• Midinette Roses Climbing roses with perfectly shaped miniature blooms and foliage; grow 1.5m to 3m high with arching habit suited to fences, walls, poles, and tubs.
• Spire Roses Upright-growing roses reaching 2m to 3m with hybrid tea-shaped flowers; suitable as tall background plantings, hedges, or corners.
• Panarosa Roses Free-standing informal shrubs growing 2m to 3m high and wide with flowers on every cane; suited to hedges, specimens, pillars, arches, and pergolas.
• David Austin English Roses English roses combining the charm of old roses with repeat-blooming qualities; known for quartered, highly perfumed blooms and graceful growth habits.
• Heritage Roses Rosa species, close hybrids, and old rose varieties featuring single, double, or quartered blooms with unusual foliage and autumn hips.
• Climber Roses Roses producing long climbing shoots requiring support on fences, walls, or pergolas; includes genuine climbing hybrids and shrub roses.
• Standard Roses 90cm Compact Hybrid Tea, Floribunda, or Colourscape cultivars propagated onto a 90cm stem (Tree Roses or 'lollypops'); ideal for focal points and lining driveways.
• Rose Home Range Home decor and fragrance products featuring rose themes, including the Tea Rose Reed Oil Diffuser and other rose-scented home products.
• Rose Edible Products Edible rose products including Rosa Damascena Jam, Rosehip Powder, and other rose-based food items.
• Rose Body Range Body care products made with rose ingredients, including Rose Hip Oil for skincare.
• Rose Fertilizers Plant fertilizers specifically formulated for rose care and nutrition.
• Rose Pesticides & Fungicides Plant protection products for controlling pests and fungal diseases in roses.
• Rose Compost Compost products formulated for rose planting and soil improvement.
• Rose Gardening Tools Gardening tools for rose care and maintenance.
• Gift Vouchers Gift vouchers redeemable for roses and related products across the nursery and online shop.
• The Rose Kitchen Restaurant On-site restaurant and events venue at the Ludwig's Roses Pretoria farm offering dining experiences and event hosting in a rose garden setting.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Treloar Roses: Australia's largest rose grower and D2C retailer, with extensive catalog and own breeding programs. Direct peer in scale, catalog breadth, and breeder-retailer integration.
• Jackson & Perkins: Long-established US rose breeder and DTC rose nursery with wide variety catalog and direct-to-consumer shipping. Direct peer in category, catalog breadth, and D2C rose-plant retail model.
• Hadeco: South African specialty grower and mail-order supplier of roses, liliums, and hippeastrum. Closest direct competitor — same geography, overlapping product (rose bulbs and plants), and similar DTC/mail-order distribution model.
• Heirloom Roses: US-based rose nursery specializing in own-root and grafted roses with a curated catalog and direct shipping. Direct peer in craft-scale grafted rose production and enthusiast gardener targeting.
• David Austin Roses: English rose breeder and gardener retailer offering a curated catalog of premium English roses. Direct peer: Ludwig's Roses actively retails David Austin's English Rose collection, and the two compete for the premium rose gardener segment.

Broad incumbents

• Costa Farms: One of the largest ornamental plant growers in North America, with mass-market distribution across big-box retailers. Broad incumbent — overlapping rose category but industrial scale and commodity positioning.
• Bailey Nurseries: Major US wholesale nursery producing a wide range of ornamental plants including roses (Easy Elegance, First Editions). Broad incumbent — wholesale channel, multi-category, not rose-specialized.
• Monrovia Nursery Company: Large US wholesale/retail ornamental plant grower with broad SKU range including roses. Broad incumbent — overlapping rose category but not specialized in roses; competes at premium garden-center tier.

Regional players

• Lifestyle Home Garden: South African multi-branch garden center and nursery chain in Gauteng. Regional peer in the same catchment, competing for the home gardener and landscaper customer with broader category assortment.
• Stodels Nurseries: South African multi-branch garden center chain selling plants, roses, and garden supplies. Regional peer — same South African market, overlapping garden-center customer base, but roses are not a specialty focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ludwigsroses
• Facebookfacebook.com/therosethatgrows
• Instagraminstagram.com/ludwigsroses
• LinkedInlinkedin.com/company/ludwig's-roses

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Ludwig's Roses