Star Roses is commencing the season with an exciting new portfolio of roses, including spray, garden, and standard varieties. Currently, they have 30 new varieties already in production, with just two more expected to hit the market by November, in sync with the International Floriculture Trade Fair in Vijfhuizen, Netherlands, from 4-6 November.
This curated collection represents the latest trends in floral design, focusing on garden-style garden roses that are increasingly in demand in the floral design world. Designers, florists, and consumers are responding enthusiastically to the freshness and versatility of these varieties, making them a staple in arrangements and social media floral design trends.
Star Roses Expands Its Rose Collection – 30 Exciting New Varieties to Watch
Selecting a new rose variety is never just about how it looks or based only on its beauty. The company takes a rigorous approach, combining aesthetic looks that they know will drive a crowd crazy in love with performance and durability, because at the end of the day, this is what consumers and floral designers look for.
To select what varieties will be making part of their new assortments, the team visits breeders, requests samples, conducts vase life trials, and tests for travel and disease resistance. Only varieties that perform well under these conditions make it into production. Diego, the CEO, has a personal role in choosing these, making sure that every variety meets the brand’s standards. His favorites are often featured in promotional content, demonstrating the thoughtfulness behind each selection.
Diego Negrete of Star Roses shares how their new varieties, their rising stars, came to life
Exploring the Styles and Designs That Star Roses’ Latest Varieties Inspire
Garden roses are currently the most requested products in the floral market. Star Roses has brought this trend and collection forward by selecting and producing perfect roses for any type of arrangement. The brand’s new portfolio draws attention to characteristics such as beauty and reliability, giving florists the confidence that these roses will hold up from the farm to the final arrangement.
The Ecuadorian grower has recently launched new videos and content showing their fresh varieties, emphasizing not only the aesthetics but also the qualities of each rose. These campaigns feature how each variety performs in arrangements, the shapes, colors, and sizes of the petals, and the overall experience of handling and designing with them. The content also offers a peek behind the scenes, showing the care and testing that go into every selection, reinforcing the brand’s quality.
New colors and varieties
Strategic Growth in Their Rose Assortments Towards 2027
Let’s not forget that commercial insight plays a key role in selecting new roses. How does this happen? Well, the sales manager gathers input from clients at trade shows, floral fairs, and direct inquiries to understand which varieties are in demand. This feedback loop ensures that Star Roses’ offerings align with market needs, offering creativity and commercial viability. The portfolio grows from experimentation and from a strategic understanding of what florists and designers truly want.
Looking ahead, they have a plan to expand production to 100 hectares by 2027. This expansion shows the success of their current portfolio and their vision for the future of roses. Variety selection, responsiveness to market trends, and strategic growth are key elements to continue positioning themselves as leaders in the floral industry.
Star Roses at IFTF 2025
Star Roses will host a stand at the International Floriculture Trade Fair, from 4-6 November 2025 in the Netherlands. Go and see for yourself in stand A4.02.
Star Roses, ‘Nothing Like It’.
Photos courtesy of Star Roses.
