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Iconic Peter Beales Roses embraces a blooming future with sixth-generation growers, Bells Horticultural

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The much-cherished Attleborough-based, Peter Beales Roses – winners of 28 RHS Chelsea gold medals – has entered a new era of growth and prosperity under new owners, the sixth-generation commercial growers, Bells Horticultural.

Rose arch with white and pink roses with brick arch window set behind.

Committed to fostering the rich heritage and esteemed reputation of the Peter Beales Roses brand, both locally and across the globe, the Bells team has confirmed that all integral elements of the business, including the garden centre, rose garden, and breeding programme, will remain intact, preserving the essence that has made Peter Beales Roses a horticultural haven for generations.

As a family-owned business deeply rooted in its own community and with a proven track record for growing and selling the highest quality indoor, outdoor and perennial plants, Bells Horticultural shares the same values of quality, tradition, and community engagement that have defined Peter Beales Roses for decades. The new owners are excited to carry forward the legacy and are dedicated to maintaining the exceptional standards that customers have come to expect. This includes the garden centre, which will continue to be a vibrant hub where gardening enthusiasts can find inspiration, expert advice, and a diverse selection of premium roses together with a full range of other plants.

“We are thrilled to embark on this journey with Peter Beales Roses, an iconic brand that has been a cornerstone of its community for generations,” said Robert Bell, Managing Director at Bells Horticultural. “Our family has a long history of nurturing horticultural treasures, and we are committed to preserving and enhancing the magic that makes Peter Beales Roses so special. It’s a true honour to be entrusted with the stewardship of this brand that means so much to so many.”

Close up image of red bush roses with a sign underneath of Peter Beales World Leaders in Classic Roses

To celebrate this milestone, Bells Horticultural invites the community to join them in embracing the next chapter for Peter Beales Roses, which will see exciting enhancements to the existing breeding programme and greater consumer engagement across the board. Robert added, “There are so many stories to tell, from the development of new rose varieties to showcasing our historic collections or taking our customers on the journey to the RHS Chelsea Flower Show. We want to share it all and hope to develop a more engaging dialogue with our customers as we move forward.”

Find out more

Peter Beales Roses can be found on London Road, Attleborough. The garden centre is open daily, 9am – 5pm Monday to Saturday, and 10am – 4pm on Sundays and Bank Holidays.

In addition to the garden centre, visitors can tour the Rose Gardens year-round, take part in workshops and courses, or join one of the guided tours, which provides insight into the history and daily work of developing such world-leading gardens.

See more at or call 01953 454707

Logo of Green background and Peter Beales® in white writing in the centre


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