Interflora to launch scented rose collection at Chelsea

Flower delivery brand Interflora are to launch a range of new products at the Chelsea Flower Show this year with a three pronged approach to the event.

A new scented rose collection will be launched on the trade stand where Interflora members will highlight the brand's Designed to Order service.

The unusual, scented rose varieties are designed and arranged with fragrant herbs and foliage to create a range of gifts.

Interflora head of Floral Gifting Karen Barnes said:  "I was on a research visit to a Fairtrade Farm in Kenya in the Autumn of 2009 where I was presented with new varieties of roses that had been cultivated for their amazing scent. These were the most amazing blowsy blooms with intoxicating fragrances that reminded me of old-fashioned English country garden roses. I knew immediately that these were exactly what I was looking for, and that our customers would love them."

The collection comprises four exclusive hand-tieds, including Antique Pinks, Golden Glow, Sweet Sunshine, and Soft Pastel.

Demonstrations led by Intrflora members will highlight the latest floristry techniques in the ‘Talking Flowers' design theatre.

Barnes added:  "We are here to remind the public that Interflora florists are also highly skilled designers who relish the opportunity to work with their customers to translate their messages and sentiments into amazing floral gifts, created with passion and care. Interflora, like the RHS Chelsea Flower Show, is a great British establishment with its heritage and experience in professional floristry.

"We pride ourselves on being ‘the flower experts' and The RHS Chelsea Flower Show is the perfect place to showcase that expertise."


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