In the world of roses, few breeders have built a signature style as recognizable as Viking Roses. Behind the brand is Danish breeder Rosa Eskelund, whose work has gradually carved out a space for roses that combine garden style character with commercial strength. What began decades ago in miniature and garden roses evolved into a cut rose program known for expressive flower forms, layered opening, fragrance, and colors that stand apart in production fields and floral design alike.
At IFTEX 2026, Viking Roses arrives with the same direction that has increasingly positioned the breeder within global floral conversations. The company is focusing on varieties that respond to the growing demand for roses with personality. Across markets, bouquet fillers are giving way to focal flowers with movement, shape, and presence. Viking Roses has leaned into that shift with roses that feel more emotional, more outspoken naturally, and more aligned with what florists and buyers are asking for today.
A Breeding Story Built Around Character
The Viking Roses story began more than thirty years ago when Danish rose pioneer Svend Jensen inspired Rosa Eskelund to begin her own breeding journey within the family company Roses Forever. Together with her husband, Harley Eskelund, Rosa built a genetic foundation rooted in miniature and garden roses before eventually expanding into cut roses under the Viking Roses® brand.
Today, the breeding direction remains deeply connected to that original vision. Viking Roses focuses on creating roses with a strong identity. Many carry garden-shaped forms, layered centers, fragrance, and unusual color expressions while still meeting the commercial realities of transportability, production consistency, and vase life. The mission has always been to create roses that are less scientific and more of what a rose garden can offer in form, shape, and vibrant color expressions while remaining commercially relevant for modern floral markets.
“Buyers Are Looking for Roses with More Presence”
John Pouw believes the market is clearly moving toward roses that bring more emotion and individuality into floral work.
"Today we see an increasing focus on garden sprays in Kenya, Ecuador, the Netherlands, and even Ethiopia, and a shift from bouquet fillers to centerpieces. Flirtatious, big flowers, wild colors and shapes, preferably fragrant, as long as transportability and vase life are okay."
That direction is already shaping how Viking Roses approaches breeding and introductions in Kenya. The breeder continues to focus on varieties that can offer visual distinction while still performing reliably throughout the supply chain.
This movement is already visible through several introductions now entering commercial production. At the end of last year, Rosa Loves Me® Radiant Rebecca was introduced through Karen Roses, while Rosa Loves Me® Beyond Venus is set to follow through Subati Flowers this year. Both varieties reflect the breeder’s larger philosophy. They are not designed to disappear into mixed bunches. They are intended to hold visual weight within arrangements and speak directly to florists, floral designers, and premium retail programs looking for roses with movement, opening character, and emotional appeal.
New Varieties to Watch at IFTEX 2026
Visitors to the Viking Roses stand at IFTEX 2026 will have the opportunity to see several new introductions and selections currently being evaluated for the market. Among the highlighted varieties are Rosa Loves Me® Under a Majestic Sunrise together with breeding selections such as VIK 23 426 P, VIK 24 033 P, VIK 24 418 P, VIK 23 484 P, and VIK 23 150 P.
The company will also showcase its Rosa’s Amazing® standards during the exhibition, extending the brand’s presence beyond traditional cut rose formats.
The People Behind the Program
While Rosa Eskelund remains the creative force behind the breeding direction, Viking Roses has also built a close operational network supporting the program internationally. John Pouw oversees selection, introduction, and licensing, while Irene Njihia manages Kenyan trials in the Nakuru area.
The people behind the varieties and their naming: All Viking varieties are Rosa’s babies, Rosa as in ‘Rosa Eskelund’ and rosa as in the Latin word for rose. So ‘Rosa’s Amazing®’ standards and ‘Rosa Love Me®’ sprays have double meanings, and the addition per variety tells more of the stories: ‘Just a Little Bit More’, ‘With Fatal Attraction’. Or honoring the powerful women in the background of our industry: ‘Celebrating Heather’, ‘Radiant Rebecca’.
This local presence has become important as Viking Roses continues to adapt varieties to production realities in East Africa. The Nakuru trials allow growers and buyers to see how the genetics perform under Kenyan conditions while giving the breeder valuable feedback from one of the world’s most influential rose-producing regions.
Why You Should Visit Viking Roses at IFTEX
For buyers, growers, and florists attending IFTEX 2026, Viking Roses offers something increasingly valuable in the current floral landscape: differentiation.
The breeder’s collection is not centered around volume alone. It is centered around identity. We offer fragrant garden-inspired roses, expressive spray forms, and novelty selections developed for markets beyond standard production lines. Visitors can meet the Viking Roses team at Stand A2.08 during IFTEX 2026 from June 2 to 4 and also learn more about the company’s Kenyan trials and upcoming introductions.
All pictures courtesy of @vikingroses.
