Marks and Spencer is to launch a range of roses branded with the Autograph logo, which has so far been used only on premium clothing, beauty and homeware ranges.
The roses are an extension of the Flowers & Gifts Delivered range and will be sold as a single colour bouquet, with the packaging branded with Autograph logos.
The range includes the yellow Latino; Paula, a bright pink variety; Sweet Avalanche, a soft pink; and Avalanche, which is white. A two-tone variety called Red Intuition, which was first introduced as a special on Valentines Day, will also be a part of the Autograph range.
The new varieties will be available from 31 March for home delivery either online or by telephone, or through in-store ordering. M&S said the yellow and bright pink varieties had both won awards at international flower shows.
The lines will change quarterly to reflect the seasons and trends throughout the year, and one of the range of five colours will be exclusive to the website. For the first quarter this will be the yellow Latino variety.
The roses in the range are described as "premium quality" and will have extra long stems between 60cm and 70cm and larger blooms for "a more impactful flower", according to Claire Broomhead, product and marketing manager.
M&S registered the Autograph trademark for categories including flower bouquets and fresh fruit and vegetables on 1 February, although the company said there were no plans for an Autograph food range.
The roses will be available to order in one or two dozen bouquets and will be arranged by hand and delivered in Autograph-branded outer boxes, with a wrapping and tied with a simple black ribbon.
M&S's existing Flowers & Gifts Delivered features 53 bouquets available through the company's website.