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Pheno Geno Roses has a long and beautiful story to tell. Its roots date back to a small Dutch family-owned nursery that has been cultivating garden roses since 1956.

Founded as a rose research and breeding company in 2009 it focused mainly on new plant introductions and licencing of proprietary genetic material while developing recognizable and trustworthy brand. After years of cooperation with growers across Europe, PGR decided to expand its business. In 2018, after merging with Leja NS, it started wholesale of its varieties. This presented a new chapter and enabled PGR to produce and sell roses directly to distribution centres and retail companies.

Today Pheno Geno Roses has breeding, research and production facilities in Serbia and the Netherlands, creating and growing first class roses for modern rose lovers.

Much of our work and knowledge is based on tradition and experience, but our focus is on the future, utilizing latest scientific achievements and state-of-the-art techniques in order to create exceptional, healthier, more beautiful and fragrant roses to meet each and every demand from our customers.

Believe in our team to deliver you a brand fashioned to your desires, since no imperfections can escape the eyes of women. This is why our roses are unique, as they are bred by women for women.

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