Edmunds' Roses

What Edmunds' Roses does

Edmunds' Roses is a privately held, direct-to-consumer e-commerce retailer specializing in rose bushes, tree roses, and rose care products, headquartered in Randolph, Wisconsin. The company sells a broad catalog of rose varieties organized by type (Antique, Climbing, Floribunda, Grandiflora, Groundcover, Hybrid Tea, Miniature, Shrub, Tree, and Potted) and by trait (Disease-Resistant, Fragrant, Heat-Tolerant, Nearly Thornless, Own-Root, Shade-Tolerant, and color-based). It also sells rose care supplies including fertilizers, pest and disease control products, gloves, and soil amendments, plus gift certificates. The business operates exclusively through its owned edmundsroses.com storefront (powered by commercev3.net) and an annual print catalog, with no wholesale, retail, or international distribution channels.

The core technology is a standard commercev3.net e-commerce platform supporting catalog browsing, quick order functionality, member accounts, order tracking, and newsletter signup. The company holds registered trademarks on several proprietary rose cultivars (Black Baccara, Ebb Tide, Memorial Day, Rainbow's End, Maui Sunrise, Icecap, and Twofer), which function as differentiated branded SKUs. The revenue model is straightforward one-time sales of plants, care products, and gift certificates, with no subscription, licensing, or recurring revenue component.

The target customer is the U.S. home gardener and rose hobbyist purchasing for personal landscaping, cultivation, and gifting purposes. The company has no disclosed headcount, leadership team, revenue figures, funding history, or ownership structure. It maintains passive affiliations with the National Garden Bureau and the American Rose Society, displayed on its website footer. There is no evidence of institutional investment, M&A activity, or expansion beyond the domestic U.S. market.

Name

Edmunds' Roses

Legal name

Edmunds' Roses

Website

https://edmundsroses.com

Company type

Private

Operating status

Operating

Short description

Edmunds' Roses is a privately held U.S. direct-to-consumer e-commerce retailer based in Randolph, Wisconsin, selling rose bushes, tree roses, rose care supplies, and gift certificates to home gardeners through its online storefront and annual print catalog.

Ownership category

akta.pro rank

Headquarters

HQ city

Randolph

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Rose Plant Sales: One-time sales of rose bushes and plants including various varieties such as Hybrid Tea, Floribunda, Climbing, Shrub, Miniature, and Tree Roses. Also includes 1.5 Grade Roses and Potted Roses.
2. Rose Care Products: Sales of tools and supplies including fertilizers, gloves, disease control, pest control, and soil amendments.
3. Gift Certificates: Digital gift certificate sales for gifting to gardeners and rose enthusiasts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Edmunds' Roses is an online rose nursery that sells rose bushes (organized by type such as Antique, Climbing, Floribunda, Grandiflora, Groundcover, Hybrid Tea, Miniature, Shrub, and Tree Roses) and rose care supplies (fertilizers, disease and pest control, soil amendments, gloves) direct to home gardeners across the United States. The company also offers themed Rose Collections, Potted Roses, Own-Root Roses, and Gift Certificates, supported by zone lookup, planting instructions, and a 100% satisfaction guarantee. Sales are processed through an e-commerce storefront, quick order feature, and annual print catalog.

Product overview

Edmunds' Roses is an online rose nursery offering a diverse catalog of rose varieties and gardening products. The core offering centers on rose bushes sold by type (Antique, Climbing, Floribunda, Grandiflora, Groundcover, Hybrid Tea, Miniature, Shrub, Tree, and Potted varieties) and by trait characteristics (AARS winners, ADR roses, Disease-Resistant, Fragrant, Heat-Tolerant, Nearly Thornless, Own-Root, Shade-Tolerant, and color-based categories). Supporting products include rose care tools and supplies such as Disease Control, Fertilizers, Gloves, Pest Control, and Soil Amendments. The company also offers Gift Certificates and themed Rose Collections. Products are primarily sold through their e-commerce platform with featured varieties highlighted on the homepage, and customers can request a printed catalog or view the online version. The business operates from Randolph, Wisconsin, and maintains affiliations with the National Garden Bureau and American Rose Society.

Differentiator

Problem solved

Functional benefit

Products and services

• Rose Bushes Garden rose bushes sold by type — Antique, Climbing, Floribunda, Grandiflora, Groundcover, Hybrid Tea, Miniature, Shrub, 1.5 Grade, and related varieties — for home gardeners seeking blooms for landscaping, cutting gardens, and containers.
• Tree Roses Roses grafted onto tall stems to create a tree-like form, offered in 24-inch and 36-inch heights and including Twofer™ Tree Roses, for use as focal landscape specimens.
• Potted Roses Container-grown roses available year-round for immediate planting, often sold at promotional discounts.
• Own-Root Roses Roses grown on their own root systems rather than grafted, offering improved hardiness and the ability to regenerate if damaged.
• Rose Collections Curated groupings of rose varieties sold together as themed sets, often at promotional pricing.
• Tools & Rose Care Rose care products for treating and preventing disease, fertilizing, controlling pests, and amending soil, sold to home gardeners maintaining rose plantings.
• Gardening Gloves Gloves designed to protect hands while planting and caring for roses.
• Gift Certificates Digital or physical gift certificates for purchase to give as gifts to gardeners and rose enthusiasts.
• Rose, Hybrid Tea, Black Baccara® Featured hybrid tea rose known for its deep burgundy to black-tinged petals.
• Rose, Hybrid Tea, Mister Lincoln Classic red hybrid tea rose prized for its strong fragrance and velvety blooms.
• Rose, Hybrid Tea, Barbra Streisand Named hybrid tea rose variety with lavender-pink blooms and strong fragrance.
• Rose, Miniature, Rainbow's End™ Compact miniature rose featuring multicolored blooms in yellow, orange, and pink tones.
• Rose, Shrub, Icecap™ Featured shrub rose variety known for its disease resistance and prolific blooming habit.
• Rose, Hybrid Tea, Maui Sunrise™ Hybrid tea rose featuring vibrant bicolor blooms in yellow and orange tones.
• Rose, Floribunda, Ebb Tide® Award-winning floribunda rose with deep purple-plum colored blooms and strong spicy fragrance.
• Rose, Hybrid Tea, Memorial Day® Hybrid tea rose named to honor military service members, featuring large pink blooms with strong fragrance.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• National Garden BureauminorOthersDisplayed as partner organization on website footer. National Garden Bureau promotes gardening and supports nurseries.
• American Rose SocietyminorOthersDisplayed as partner organization on website footer. American Rose Society is the primary rose horticulture organization supporting rose growers and enthusiasts.

Recent moves4 records

Expansion highlights2 records

Broad incumbents

• Monrovia Nursery Company: Large wholesale and retail nursery selling branded ornamental plants, including roses, to garden centers and online. Comparable in live-plant retail but operates at much greater scale and through B2B as well as DTC channels.
• White Flower Farm: Established premium mail-order nursery offering roses alongside perennials, bulbs, and garden decor. Comparable on catalog-plus-DTC model and gardener demographic, though it operates as a broader lifestyle garden brand.
• Burpee: Iconic American seed and plant brand selling live plants, seeds, and garden supplies via e-commerce and catalog. Overlaps in DTC plant retail and gardener customer base, but is far broader in category and scale.

Direct peers

• Antique Rose Emporium: Specialty retailer of heritage, antique, and own-root roses sold online and through garden centers. Overlaps with Edmunds' on rose category depth and trait-based merchandising to hobbyist gardeners.
• Jackson & Perkins: Long-established U.S. rose specialist selling rose bushes, trees, and care products direct-to-consumer via catalog and e-commerce. Most directly comparable peer given the overlap in catalog breadth, rose-only focus, and mail-order heritage.
• Wayside Gardens: Mail-order and online plant nursery with a broad perennial, shrub, and rose assortment. Closely comparable on catalog-plus-e-commerce distribution model and direct-to-consumer hobbyist gardener target.
• Spring Hill Nurseries: Direct-to-consumer plant nursery selling roses, perennials, shrubs, and bulbs through catalog and e-commerce. Comparable in channel mix and home gardener customer base, though broader in assortment.
• David Austin Roses: Premium English rose breeder and retailer selling own-brand shrub and climbing roses direct-to-consumer in the U.S. Comparable on proprietary/trademarked rose varieties and enthusiast positioning, though at a higher price tier.
• Heirloom Roses: Oregon-based mail-order rose nursery specializing in own-root and historic rose varieties. Highly comparable on product niche, own-root merchandising, and direct-to-consumer garden enthusiast customer base.

Emerging players

• High Country Roses: Smaller specialty mail-order rose nursery focused on own-root and cold-hardy varieties. Comparable on rose-only niche and own-root merchandising, but at a smaller scale and more limited assortment than Edmunds'.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Edmunds' Roses