About Roselily

Our mission is to breed the most beautiful double lilies in the world. Only the very best double lilies can be called Roselily:

Beauty: Roselily is outstanding in her beauty. Large colourful buds and 100% double flowers
Roselily is pollen-free under normal circumstances
Roselily has a light fragrance 
Long vase life:
Roselilies have a longer vase life

Increase lily demand
We are committed to make Roselily an international brand of pollen-free double-flowering lilies that produce a minimum number of petals of a certain level of quality. Which are sweet and less fragrant, and that have a longer vase life than single-flowering lilies. We are convinced that this type of lily can eventually enlarge the demand for lilies. The reasons why consumers rarely buy lilies – if at all – are often their strong scent and the stains resulting from their pollen. It is this group in particular that are responding so enthusiastically to the Roselily collection




 The Roselily series was developed by De Looff Lily Innovation. This company run by the brothers Tonny, Martin and Johan de Looff was originally engaged in lily forcing. Always looking for new varieties, they often visited plant breeders. This inspired them to start breeding themselves: in 1993 they launched their own plant breeding programme. A few years later, the brothers discovered a spontaneous mutation: a freak of nature in the form of a double-flowering lily and Roselily was born!

  • 1997  Founded by De Looff Innovation
  • 2001 – Discovery of double flower seedlings
  • 2004 – First series double flowering Oriental
  • 2008 – Start De Looff Innovation Bulb growers association Roselilies
  • 2010 – Roselily® registered as a brand
  • 2011 – Start production of Roselily Belonica ® and Roselily Fabiola ®
  • 2013 – Introducing seven more varieties
  • 2014 – Increasing marketing Roselily
  • 2015 – Roselily Collection available at Flora Holland
  • 2016 – Worldwide availability of Roselily
  • 2017 & 2018  – Introducing more varieties

Future Roselily generations
The breeding of Roselily varieties, too, is taking great strides in development. Over the last eight years, varieties have been selected that display even more improvements in length, upward-facing flowers and beauty. The selection of white orientals coming up are very promising.


potted plants

flower bulbs for worldwide flower production

Zabo Plant B.V. Japan & USA

flower bulbs for worldwide flower production


Schorweg 54  |  1764ME  |  Breezand  |  info@roselily.com