Wagner's Rose Nursery

What Wagner's Rose Nursery does

Wagner's Rose Nursery is a family-owned, Australian-operated horticultural business based in Kalangadoo, South Australia, that has been growing and selling roses for nearly 70 years. It operates a direct-to-consumer e-commerce storefront on Shopify, shipping bare-rooted roses nationally during the winter planting season and potted roses from spring to autumn, alongside gift vouchers, FELCO secateurs and gardening tools, greeting cards, and limited-edition fine art prints. The catalogue spans more than 600 rose varieties organised by growth habit (bush, climber, miniature, standard 90cm, patio 60cm, border/drift, groundcover) and by breeder, drawing on exclusive Australian agency rights to David Austin English Roses (~70 varieties), Georges Delbard French Roses, Italian breeder ROSE BARNI, and Australian breeder Bruce Brundrett.

The underlying operation is field-based rose production in the lower South-East of South Australia combined with ecommerce distribution. Pricing is per-plant on a pay-as-you-go basis, ranging from approximately $25.00 for border/drift roses to $52.50 for 90cm standard roses, with add-on services such as gift wrapping plus Neutrog Organic Fertilizer at $25. Potted rose packaging uses compostable corn-based materials and recycled plastic pots. The customer base is retail home gardeners supplemented by gift purchasers, supported by personal phone and email guidance from the nursery. No AI/ML systems, software platform, or app is offered; the business is fundamentally a physical-goods nursery with a digital storefront rather than a technology company.

Revenue is not publicly disclosed. The go-to-market motion is direct-to-consumer ecommerce supplemented by content marketing (newsletter, how-to videos, SEO-organised rose collections) and a small physical pickup operation in Kalangadoo. Distribution is single-country domestic. The company carries no detected external investment, parent company, or M&A activity; ownership remains 100% Australian and family-controlled, with Brian Wagner appearing as the principal operator.

Name

Wagner's Rose Nursery

Legal name

Wagner's Rose Nursery

Website

https://wagnersrosenursery.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wagner's Rose Nursery is a nearly 70-year-old, family-owned Australian rose nursery in Kalangadoo, South Australia, that grows and ships more than 600 rose varieties via a direct-to-consumer Shopify storefront to retail home gardeners and gift purchasers nationwide.

Ownership category

akta.pro rank

Product category

Rose Nursery Horticulture

NAICS

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

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN), Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO)

Keywords

• Rose nursery
• Bare root roses
• Potted roses
• Rose plants
• Horticulture supplies

Headquarters

HQ city

Kalangadoo

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Rose Plant Sales: Primary revenue from selling rose plants in various forms: bare rooted roses (dormant, shipped in winter), potted roses (established plants available spring to autumn), and standard/patio rose forms in different stem heights (60cm, 90cm)
2. Gift Vouchers: Sale of gift vouchers in denominations of $15, $30, $50, $75, $100, and $150, delivered electronically with option for physical mailed cards
3. Gift Wrapping Service: Additional service for potted roses including gift wrapping, greeting card message, and Neutrog Organic Fertilizer for $25 extra

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Wagner's Rose Nursery grows and sells over 600 varieties of rose plants through its own e-commerce store and physical location in Kalangadoo, South Australia. Core offerings include bare-rooted roses (dormant, shipped in winter) and potted roses (established, available spring to autumn), offered as the exclusive Australian agent for major international breeders such as David Austin, Georges Delbard, and ROSE BARNI. Supplementary offerings include gift vouchers, FELCO secateurs, greeting cards, fine art prints, and a gift-wrapping service.

Product overview

Wagner's Rose Nursery operates an e-commerce platform offering over 600 rose varieties as a specialized horticultural retailer. The core product lines consist of bare rooted roses (dormant winter sales) and potted roses (year-round availability), supplemented by gift vouchers, gardening tools, and print products. The nursery serves as exclusive Australian agent for branded rose collections including David Austin English Roses (approximately 70 varieties), Georges Delbard French Roses, Rose Barni Italian Roses, and Bruce Brundrett Australian Roses. Roses are categorized by growth habit: Bush (hybrid tea, floribunda), Climbers, Miniature, Standard (90cm grafted stems), Patio (60cm stems), Border/Drift, Groundcover, and Old Fashioned varieties. The business emphasizes quality grading, personal service, and eco-friendly packaging using compostable corn-based materials and recycled plastic pots.

Differentiator

Problem solved

Functional benefit

Products and services

• Bare Rooted Roses Dormant rose plants sold without soil during winter season, available in over 600 varieties including bush, climber, miniature, standard, patio, border, and groundcover types. Shipped nationwide across Australia for winter planting.
• Potted Roses Established rose plants in pots available year-round from early spring to late autumn, featuring eco-friendly compostable packaging made from corn and jute string. Suitable for spring and summer planting.
• 2026 New Rose Releases Seasonal release of newly available rose varieties for the 2026 season, including bush roses, climbers, and 90cm standard forms sourced from breeders such as David Austin and Georges Delbard.
• Gift Vouchers Digital and printable gift vouchers available in denominations of $15, $30, $50, $75, $100, and $150, with optional posted physical cards. Redeemable across the Wagner's Rose Nursery product range.
• Gift Wrapping Service Additional service for potted roses including gift wrapping, a greeting card message, and a bottle of Neutrog Organic Fertilizer for $25 extra.
• FELCO Secateurs and Gardening Tools Professional-grade pruning tools and gardening equipment (FELCO secateurs) sold alongside rose products as complementary horticultural accessories.
• Greeting Cards and Fine Art Prints Greeting cards, limited edition fine art prints, and photographic prints sold as complementary gift items alongside the rose product range.

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

Four partnerships are on record, tiered core.

• David Austin RosescoreStrategic or Co-development PartnerDavid Austin is a world-renowned English rose breeder since the 1960s, releasing over 200 varieties. Wagner's Rose Nursery is an approved stockist offering 70+ varieties of David Austin English Roses in Australia. The partnership provides exclusive access to distinctive English roses known for their beauty, unusual fragrances, and excellent growth in Australian conditions.
• Georges DelbardcoreStrategic or Co-development PartnerFrench rose breeder known for strong, vigorous, beautiful and elegant roses. Wagner's Rose Nursery offers Delbard varieties including striped roses, classic forms, groundcovers and climbers. Delbard roses are known for their visual appeal and garden performance.
• ROSE BARNI®coreStrategic or Co-development PartnerItalian family rose breeder since 1882 based in Tuscany. Wagner's Rose Nursery is the Australian agent for ROSE BARNI®, which is well-known throughout Europe for great quality and high prestige awards. Barni varieties have also been recognized in Australia's National Rose Trial Garden.
• Bruce BrundrettcoreStrategic or Co-development PartnerAustralian rose breeder who has won multiple awards in the National Rose Trial Garden of Australia. Wagner's Rose Nursery is his agent for the Australian market, offering Australian-bred varieties including Australian Beauty, Bruce's Dream, and Jessica's Rose.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garden Express: Major Australian online garden retailer offering roses, perennials, and gardening supplies with nationwide shipping. Direct competitor in the online rose and plant DTC segment, though broader in category scope than Wagner's.
• Tesselaar Plants: Australian online plant nursery shipping roses, perennials, and bulbs nationwide. Comparable DTC e-commerce motion and home-gardener segment, with a wider catalog breadth.
• Swane's Nurseries: Long-established Australian plant and rose nursery with both retail garden centre and online channels. Comparable in heritage, broad plant range including roses, and Australian home-gardener target market.
• Heirloom Roses: US-based specialist rose nursery selling own-root and heritage roses online. Comparable specialty-rose focus, e-commerce-led model, and curated variety depth targeted at enthusiast home gardeners.
• Edmunds' Roses: US rose specialist retailer offering bare-root and own-root roses online with a curated catalog. Comparable specialty-rose DTC model targeting enthusiast home gardeners.
• Treloar Roses: One of Australia's largest specialist rose growers and direct e-commerce competitor, offering a similar mix of bare-rooted and potted roses nationwide. Closest direct comparable on business model, product mix, and target customer.
• Ashcombe Rose Farm: Australian rose grower with farm-gate and online retail of bare-rooted and potted roses. Comparable niche focus on heritage and modern rose varieties for the Australian home gardener.

Emerging players

• Antique Rose Emporium: US boutique grower specializing in heritage and old-fashioned roses sold online. Comparable niche overlap with Wagner's 'Old Fashioned' rose category and similar specialty-grower DTC positioning.

Broad incumbents

• Jackson & Perkins: Long-established US horticultural retailer with a broad rose and perennial catalog sold online and through partners. Comparable in e-commerce rose retail at scale, though broader in category than Wagner's rose-specialist focus.
• David Austin Roses: World-renowned English rose breeder and global direct retailer. Wagner's is an Australian stockist of David Austin varieties, making the parent a comparable incumbent in rose breeding, branding, and premium DTC rose sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wagnersrosenursery

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 Wagner's Rose Nursery