Two new perennial plant brands launched

Must Have Perennials and Rozanne and Friends are new brands from the Blooms of Bressingham stable.

Geranium Rozanne
Geranium Rozanne

Responding to the "need for an effective, fully integrated approach to marketing perennials", Perennial Plant Products has announced the launch of a new, two-brand marketing strategy being developed for their European & US markets.

Designed to involve the entire supply chain from breeder to end consumer, the new strategy
involves the creation of two separate brands, one for the industry and the other focused on
the end consumer.

Each is supported by its own individual branding, including new logos and websites, but with an integrated marketing communications approach aiming to drive market growth. Over the next six months, the new elements of the programme will be shared with breeders through to the end consumer.

New trade brand Must Have Perennials aims to provide an integrated marketing vehicle to support breeders, young plant producers, finished plant producers and retailers in bringing new, innovative perennials to market, as well as the continued marketing of the existing ranges of top-selling perennials, up to this point marketed under the Blooms of Bressingham brand.

This includes Geranium Rozanne, the world’s top-selling perennial. The existing licensee network is not changing.

Must Have Perennials has its own website ( and is being further developed to provide full-range information on each variety, including growing data, seasonal marketing ideas and advance news of new introductions. The site will also include access to new marketing collateral to be created for the trade to use in the promotion of sales to their own customers.

Rozanne and Friends is the new consumer brand, focused on promoting the Must Have
Perennials range to the end user through its own website (
and individual branding. This will build on Geranium Rozanne’s consumer marketing which has made it the world’s most popular plant on social media with more than 65,000 likes on Facebook.

Rozanne’s "Friends" will be a developing range of perennial plants, with national marketing and a garden design programme. To the end consumer, this will highlight plant combinations and provide information on how and where to use all perennials.

David Arnold and Alastair Lorimer are behind the marketing.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Business Planning - Staff are your greatest asset

Business Planning - Staff are your greatest asset

An effective strategy to retain staff is the best way for any business to avoid a potential recruitment crisis, Neville Stein advises.

GroSouth 2017 update

GroSouth 2017 update

First-time and established exhibitors are preparing to showcase products and services at this year's show in West Sussex, Gavin McEwan reports.

Pest & Disease Factsheet - Vine weevil

Pest & Disease Factsheet - Vine weevil

Avoid costly damage by this serious plant pest.

Opinion... Pepper breeders' wealth of knowledge

Opinion... Pepper breeders' wealth of knowledge

Peter Seabrook looks forward to garden centre pepper-tasting weekends.

Opinion... Shining a light on trading with Europe

Opinion... Shining a light on trading with Europe

Accurate figures are notoriously difficult to get at, but without doubt the UK imports a great deal of its ornamental plant requirement.

Opinion... Unbeatable delight of quality plants

Opinion... Unbeatable delight of quality plants

Viewing top-quality plants, both growing and on sale, always gives me pleasure.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production

Read Tim Edwards

Ornamentals ranking

Top 30 Ornamentals Nurseries by Turnover 2017

Top 30 Ornamentals Nurseries by Turnover 2017

Tough retail pricing policies and Brexit opportunities drive the top 30 growth strategies.

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world

Read more Peter Seabrook articles