FLORENCE DELATTRE – purple bedding shrub rose – Massad
With its misty lilac tones and strong, spicy fragrance, FLORENCE DELATTRE brings a feeling of seaside refreshment to compact family gardens and sheltered coastal verandas. This modern shrub rose is easy to live with: low-maintenance, reliable flowering from early summer onwards and naturally resistant foliage that shrugs off common rose diseases in damp, breezy weather. Own-root plants settle steadily, developing secure anchorage and long-lived structure for a stable display over the years. In a large 40–50 litre container or a small bed, its bushy, medium-tall habit fits beautifully into informal, “girly” seaside schemes, pairing well with sea kale and silver grasses to cope with blustery days and help manage coastal wind and rain while keeping planting looking composed. Remontant clusters of semi-double blooms offer both colour and cutting stems, while the spicy, rose-oil scent drifts through open windows for relaxed afternoon tea. Year by year, roots strengthen, then shoots build, until by the third season it reaches its full character and stable garden presence, complemented in autumn by small red hips for added interest and gentle wildlife appeal.
Usage options
| Target area |
Reasoning |
| Small coastal family garden bed |
Bushy, medium-height growth and generous repeat flowering give reliable colour without demanding complex care, ideal for informal coastal beds where wind and rain are frequent, yet planting must still feel composed for the whole household, especially beginners. |
| Large container on a veranda (40–50 L) |
The compact, upright shrub form suits a roomy 40–50 litre pot, where own-root stability and gradual root build-up create a long-lived feature; fragrant clusters on comfortable cutting stems make it easy to enjoy up close for busy homeowners. |
| Low-maintenance mixed border near seating |
Strong, spicy fragrance and repeat-flowering clusters offer sensory enjoyment around seating areas, while low maintenance and good disease resistance keep the shrub attractive with minimal intervention, suiting relaxed afternoon use for time-poor gardeners. |
| Lightly shaded town garden corner |
Tolerance of partial shade allows planting where sun is limited by walls or neighbouring houses; the pastel lilac tones remain fresher in cooler positions, helping small urban plots feel calm and refined for style-conscious city-dwellers. |
| Feature shrub in a “girly” seaside scheme |
Romantic lilac blooms, soft cupped form and spicy rose scent lend a feminine, coastal-tea character, pairing well with silvery foliage and shingle textures to balance salty breezes for design-led yet undemanding schemes favoured by coastal-style enthusiasts. |
| Pollinator-friendly family planting strip |
Semi-double flowers offer moderate access to nectar and pollen, bringing some insect movement without overwhelming a small space, fitting well into family gardens that want a touch of wildlife interest alongside ease of care for young families. |
| Easy-care, long-lived rose focus |
As an own-root shrub, it regenerates well from the base, remaining true to type and structurally sound over many years, giving lasting value from a single planting for those who prefer planting once and enjoying for decades as practical-minded owners. |
| Seasonal interest border with autumn colour |
After the lilac blooms, neat red hips extend the season into autumn, adding subtle structure and soft colour that complement grasses and perennials, providing evolving views from windows and terraces for visually oriented garden lovers. |
Styling ideas
- Coastal-Tea Nook – plant near a small seating area with sea kale and low Festuca for a breezy, seaside-afternoon feel – ideal for veranda owners wanting a gently romantic retreat.
- Silver-Lilac Drift – combine with Stachys byzantina and pale Lavandula for a soft, silvery carpet beneath the lilac blooms – suited to busy gardeners seeking harmony with very little upkeep.
- Cornish-Shingle Ribbon – weave through a narrow shingle strip with dwarf Pinus mugo ‘Mops’ to anchor planting against wind – for coastal homeowners needing structure in compact front gardens.
- Fragrant-Cut Corner – group three plants in a corner bed for plentiful, spicy-scented stems for the vase – perfect for beginners who want reliable cut flowers without complex pruning.
- Autumn-Glow Border – underplant with late grasses and dusky perennials so the red hips and fading lilac tones carry interest into October – attractive to garden lovers who value a long, gentle season.
Technical cultivar profile
| Characteristic |
Data |
| Name and registration |
Modern shrub rose, commercial bed rose; registered as MASflodel, marketed as Florence Delattre Générosa® MASflodel; exhibition name Florence Delattre for show and catalogue use. |
| Origin and breeding |
Bred by Dominique Massad in France (1991) from Rêve d’Or × Magenta (Kordes, 1954); introduced and registered in 1997 via Guillot / Roseraies Pierre Guillot as part of the Générosa® collection. |
| Growth and structural characteristics |
Bushy, medium-tall shrub reaching around 120–160 cm high and 90–130 cm wide, with dense, glossy dark green foliage and moderate prickliness, forming a full, rounded outline in beds or as a specimen. |
| Flower morphology |
Semi-double, cupped blooms with 13–25 petals, medium-sized in clusters; remontant habit with a generous second flush, though spent blooms benefit from deadheading as self-cleaning is relatively weak. |
| Colour data and phenology |
Pale mauve-lilac base with greyish-lilac hues and creamy-yellow centre; shades vary from deeper lilac-pink buds to dusky rose-purple then greyish lavender, with stronger fading in hot, intense sunlight. |
| Fragrance and aroma |
Pronounced, strong fragrance with spicy, rose-oil character; the scent is noticeable in still air and around seating areas, making it suitable both for sensory gardens and cutting for scented indoor arrangements. |
| Hip characteristics |
Produces moderately abundant, small spherical red hips around 8–12 mm across, adding gentle ornamental value and seasonal structure in late summer and autumn without overwhelming nearby planting. |
| Resistance and winter hardiness |
Good resistance to black spot, powdery mildew and rust; hardy to approximately −26 to −23 °C (RHS H7, Swedish Zone 4, USDA 5b), though regular watering is needed as heat and drought tolerance are limited. |
| Horticultural recommendations |
Best in well-drained but moisture-retentive soil with regular watering; spacing 90–180 cm depending on use, at around 1 plant/m²; suitable for beds, low hedges, specimen planting and lightly shaded positions. |
FLORENCE DELATTRE offers romantic lilac blooms, strong fragrance and lasting, own-root resilience for compact beds or 40–50 litre pots, a thoughtful choice if you would like an easy yet characterful garden rose.
