Peter Beales Roses
Peter Beales Roses is a UK specialist rose nursery, founded 1968 in Attleborough, Norfolk, selling 900+ rose varieties direct-to-consumer via e-commerce, an on-site garden centre and trade accounts to home gardeners, landscapers and gift buyers.
- Company typePrivate
- Founded1968
- HeadquartersAttleborough, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Peter Beales Roses does
Peter Beales Roses, legally Bell Brothers Nurseries LTD, is a UK-based specialist rose nursery founded in 1968 in Attleborough, Norfolk. The company cultivates and sells over 900 rose varieties across shrub, climbing, rambling, hybrid tea, floribunda, patio, standard tree, and species categories, propagated using hand-budding techniques and nurtured for over two years before sale. Its product offering extends beyond roses to complementary garden accessories (food, sprays, compost, tools) and garden structures (arches, obelisks), available as both potted (year-round) and bare-root (November-March) fulfillment options.
Revenue is generated through direct-to-consumer e-commerce, an on-site garden centre, the Rosarium Restaurant, and a trade account programme serving professional landscapers and gardeners. Distribution is currently UK mainland only, with Northern Ireland and international shipping temporarily suspended. Individual rose plants price between approximately £23 and £66, with tiered delivery fees and free shipping above £75.
The company has accumulated 31 RHS Chelsea Flower Show Gold Medals and was named Master Grower at the RHS Sandringham Flower Show 2026. Nursery Manager Ian Limmer, who joined in 1977, oversees the hybridizing programme and lectures globally. The business operates with a reported headcount of seven employees, no external institutional investment, and an integrated two-acre display garden open free to the public. Digital infrastructure is limited to standard e-commerce with Google Analytics, Google Ads, Salesfire, and Google SSO integrations; no proprietary AI/ML capabilities are evident.
Peter Beales Roses firmographics
Firmographics- Name
- Peter Beales Roses
- Legal name
- Bell Brothers Nurseries LTD
- Website
- https://peterbealesroses.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Peter Beales Roses is a UK specialist rose nursery, founded 1968 in Attleborough, Norfolk, selling 900+ rose varieties direct-to-consumer via e-commerce, an on-site garden centre and trade accounts to home gardeners, landscapers and gift buyers.
- Ownership category
- akta.pro rank
Peter Beales Roses industry classification
Industry- Product category
- Rose Nursery & Horticultural Plants
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery and Floriculture Production (11142), Floriculture Production (111422)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
- akta.pro secondary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where Peter Beales Roses is headquartered
LocationHeadquarters
- HQ city
- Attleborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Peter Beales Roses business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Rose Sales: Primary revenue from direct sales of potted and bare root roses to consumers and trade customers. Offers over 900+ rose varieties including rare, historic classics and contemporary hybrids.
- Garden Accessories & Products: Sales of rose food, sprays, compost, tools, garden structures including arches, obelisks, and rose growing accessories.
- Garden Centre & Restaurant: On-site garden centre sales and The Rosarium Restaurant visitor income. Gardens are open free to the public seven days a week.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard UK Mainland Delivery |
| Unit Pricing | Pay-as-you-go | Next Day Delivery |
| Unit Pricing | Pay-as-you-go | Weekend Delivery |
| Unit Pricing | Pay-as-you-go | Named Day Delivery |
| Unit Pricing | Pay-as-you-go | Individual Rose Plants |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Peter Beales Roses product offering
Product offeringCore offering
Peter Beales Roses is a specialist rose nursery that grows and sells over 900 varieties of potted and bare-root roses (shrub, climbing, rambling, hybrid tea, floribunda, patio, standard tree, persica hybrid, procumbent and species roses), all hand-budded and nurtured for over two years at its Attleborough, Norfolk site. The business also sells rose care accessories (food, sprays, compost, tools), garden structures (arches, obelisks), gift vouchers, and an annual rose catalogue, and operates a free two-acre display garden and The Rosarium Restaurant on site.
Product overview
Peter Beales Roses operates as a specialist rose nursery offering the UK's largest variety of roses. The core product is their extensive rose collection spanning dozens of varieties across Shrub, Climbing, Rambling, Hybrid Tea, Floribunda, Patio, and Standard Tree Rose categories. Roses are sold through two fulfillment options: potted roses (year-round) and bare root roses (November-March). The business also offers complementary products including Rose Growing Accessories (feeds, sprays, compost, tools) and Garden Structures (arches, obelisks), plus services including the Rosarium Restaurant, two-acre display gardens, garden tours, and their annual catalogue. The company has won 30 RHS Chelsea Gold Medals and is recognized as world leaders in classic rose cultivation since 1968.
Differentiator
Problem solved
Functional benefit
Products and services
- Roses (Potted and Bare Root) Over 900 rose varieties across Shrub, Climbing, Rambling, Hybrid Tea, Floribunda, Patio, Standard Tree, Persica Hybrid, Procumbent and Species categories, available as container-grown potted roses year-round and seasonal bare-root roses from November to March. Suitable for home gardeners, gift buyers and trade landscapers across the UK.
- Rose Growing Accessories Supporting rose care products including rose food, pest and disease sprays, specialist compost, and cultivation tools for rose gardeners across the UK.
- Garden Structures Garden arches, archways and obelisks designed to support climbing and rambling roses in domestic and trade landscaping projects.
- Rose Catalogue Annual printed and digital rose catalogue presenting the complete Peter Beales Roses collection, available to home gardeners, gift buyers and trade customers.
- Gift Vouchers Digital gift vouchers valid for 2 years and paper gift vouchers valid for 1 year, redeemable against Peter Beales Roses products for birthdays, anniversaries and other gifting occasions.
- The Rosarium Restaurant On-site restaurant at the Norfolk rose gardens offering dining with views over the rose displays, open to visitors to the Attleborough site.
- Garden Tours Guided tours of the two-acre rose gardens in Attleborough, including access to a garden turret for elevated views, available to visitors and groups.
- Rose Gardens and Garden Centre Two-acre display gardens open free to the public seven days a week year-round, plus an on-site garden centre selling roses and rose-growing accessories. Dogs welcome.
- Trade Account Program Dedicated trade accounts for professional landscapers, gardeners and commercial buyers, providing trade-specific pricing, dedicated account management, and online or customer-service order placement against the full Peter Beales rose and accessory range.
Quantifiable outcome
- 31 RHS Chelsea Gold Medal Awards
- +2 more outcomes
Companies that use Peter Beales Roses
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Peter Beales Roses technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
Peter Beales Roses partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
Peter Beales Roses competitors and assessment
Company assessmentDirect peers
- David Austin Roses: UK-based specialist rose breeder and retailer founded in 1961 with a globally distributed catalogue of English Roses. Closest direct competitor in the heritage/English rose niche, sharing the classic rose cultivation proposition and global e-commerce footprint that Peter Beales currently has suspended.
- Sarah Raven: UK direct-to-consumer horticultural brand selling plants, seeds, bulbs, and garden accessories alongside a content-led catalogue. Comparable premium positioning, content marketing approach, and consumer gardener audience.
- Crocus: Major UK online garden centre retailer offering plants (including roses), garden accessories, and landscaping supplies. Comparable DTC e-commerce motion and home gardener customer base, though with a much broader plant catalog than Peter Beales.
- Harkness Roses: UK rose breeder and nursery established in 1879, supplying container and bare-root roses plus trade accounts to professional gardeners. Overlapping product mix, customer base, and award history make this a close direct peer.
Emerging players
- Bluebell Arboretum and Nursery: UK specialist nursery with broad woody plant and rare variety selection. Comparable specialist heritage nursery positioning and rare-cultivar catalog, though focused on trees and shrubs rather than roses specifically.
- Roses Unlimited: US-based specialist rose nursery with a heritage and own-root rose catalog. Comparable specialist positioning and DTC focus, though operating in a different geographic market from Peter Beales.
Broad incumbents
- Thompson & Morgan: Large UK mail-order and online horticultural retailer offering a broad range of seeds, plants, and gardening equipment. Operates in the same channel and customer category but with significantly wider product breadth and scale.
- Burpee: Major US seeds and plants retailer with a long heritage brand. Adjacent overlap on plant retail and DTC garden supply, though broader than a pure rose specialist and primarily US-focused.
- Jackson & Perkins: Long-established US rose breeder and retailer with broad national distribution and large-scale own-brand rose catalog. Comparable core product (roses) but operates at much larger scale and across a broader garden assortment.
Regional players
- RHS Plants: Retail arm of the Royal Horticultural Society, selling award-winning plants including AGM-recognised varieties. Comparable award-driven positioning and UK gardener audience, with the institutional backing of the RHS brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Peter Beales Roses social profiles
Digital presencePeter Beales Roses financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peter Beales Roses leadership team
Management profileNumber of profiles
Profiles1 record
Peter Beales Roses funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peter Beales Roses M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Peter Beales Roses
What does Peter Beales Roses do?
Peter Beales Roses is a specialist rose nursery that grows and sells over 900 varieties of potted and bare-root roses (shrub, climbing, rambling, hybrid tea, floribunda, patio, standard tree, persica hybrid, procumbent and species roses), all hand-budded and nurtured for over two years at its Attleborough, Norfolk site. The business also sells rose care accessories (food, sprays, compost, tools), garden structures (arches, obelisks), gift vouchers, and an annual rose catalogue, and operates a free two-acre display garden and The Rosarium Restaurant on site.
Is Peter Beales Roses a public or private company?
Peter Beales Roses is a private company. It is classified as family owned and is currently operating.
When was Peter Beales Roses founded?
Peter Beales Roses was founded in 1968. It employs 1 to 10 people.
Where is Peter Beales Roses based?
Peter Beales Roses is headquartered in Attleborough, United Kingdom, in the Europe region.
How does Peter Beales Roses make money?
Three revenue lines are on record. Rose Sales are the primary driver. The others are garden Accessories & Products and garden Centre & Restaurant.
Who are Peter Beales Roses's main competitors?
Direct peers on record are David Austin Roses, Sarah Raven, Crocus and Harkness Roses. Emerging players are Bluebell Arboretum and Nursery and Roses Unlimited. Broad incumbents are Thompson & Morgan, Burpee and Jackson & Perkins. RHS Plants is listed as a regional player.
Does Peter Beales Roses have an API?
No public API is recorded for Peter Beales Roses.
What industry is Peter Beales Roses in?
Peter Beales Roses's product category is Rose Nursery & Horticultural Plants. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 444240 and its SIC code is 5200.