Origins of the Roses Before Schitt's Creek
The Roses lived in New York City before moving to Schitt's Creek. In the show, they built their business empire there and lost their fortune, leading to the purchase of the town as a joke gift. This relocation becomes the central premise for the series, exploring their adaptation to small-town life. Their background in finance and high society shaped their initial attitudes and behaviors in Schitt's Creek.
Key Details About the Roses' Pre-Schitt's Life
Before the series, the family resided in a luxurious penthouse, surrounded by the conveniences and expectations of New York wealth. Business ventures, investments, and social status defined their earlier existence. The move followed a public scandal that stripped them of their assets, a pivotal event explained through snippets of past success and missteps. Understanding this context helps explain their motivations and dynamics throughout the show.
Wealth Source and Business Empire
The Roses accumulated their fortune through a chain of businesses, most notably Rose Video, a chain of video rental stores. Over time, they expanded into other ventures, leveraging aggressive growth and sharp negotiation tactics. Their business mindset and focus on profitability drove decisions that eventually contributed to their downfall. Here are the core components of their pre-show enterprise:
| Asset / Venture | Verified Detail | Source Type |
|---|---|---|
| Rose Video chain | Core business that launched their wealth | Show canon, episodes reference corporate structure |
| Real estate investments | Portfolio in New York and other major markets | Implied through dialogue and setting |
| Luxury lifestyle expenditures | High household spending and philanthropy | Dialogue and references to charities |
| Brand extensions and endorsements | Licensing and public appearances | Mentioned in interviews and episodes |
Life in New York City: The Setting They Left Behind
The show situates the Roses in Manhattan at the height of their success. This environment of finance, media, and elite networking shaped their worldview. Their penthouse, frequent galas, and high-profile partnerships all signaled their standing. The loss of this lifestyle is not just financial but cultural, forcing them into unfamiliar territory and driving the series' comedic and emotional arcs.
Event Timeline Leading to the Move
The transition to Schitt's Creek did not happen overnight. Several key moments set the stage, from risky business decisions to public relations crises. The following sequence outlines the major steps that shifted them from wealthy New Yorkers to residents of a small town:
- Expansion of Rose Video into a large corporate enterprise
- Overleveraging and risky partnerships in real estate and media
- Major scandal involving fraud or misconduct allegations (implied)
- Legal penalties, asset seizures, and loss of major accounts
- Decision by Moira to give Schitt's Creek as a sarcastic gift
- Family collectively relocates with minimal resources
Family Dynamics and Previous Roles
Each Rose played a distinct role in their shared empire. Moira managed image and philanthropy, Johnny handled operations and deals, David focused on creative ventures, and Alexis navigated social connections. These roles influenced how they coped with their fall from grace. In Schitt's Creek, those dynamics shift, revealing new vulnerabilities and growth opportunities as they adapt to limited means and local relationships.
Role Breakdown Before the Downfall
- Moira Rose: Public face, cultural patronage, event hosting
- Johnny Rose: Day-to-day business decisions, vendor relations
- David Rose: Marketing, entertainment projects, branding
- Alexis Rose: Networking, reputation management, lifestyle curation
Cultural and Financial Impact of the Transition
Moving from New York to Schitt's Creek forced the Roses to confront their assumptions about status, money, and happiness. Their earlier identity was tightly tied to visibility and excess, while life in the town required humility, community engagement, and practical problem-solving. The contrast drives both humor and character development, highlighting how values evolve under pressure.
What the Show Explicitly Says About Their Past
Episodes reference the Roses' former wealth, failed ventures, and legal troubles without providing a full origin story. Viewers piece together their history through conversations about lost assets, estranged partners, and sarcastic references to past excesses. The show favors character-driven storytelling over detailed exposition, leaving certain aspects ambiguous yet thematically coherent.
Common Misconceptions Clarified
Not everything about the Roses' backstory is explicitly shown, which allows for speculation and exaggeration. Some assumptions about their origins, income level, or personal history are inaccurate or exaggerated. This list separates confirmed details from fan theories and common misunderstandings:
- They were always destitute: False, they were wealthy and powerful
- The scandal was fully detailed on screen: Mostly implied, not explicit
- They owned properties only in New York: Likely broader real estate holdings
- Their business practices were always legal: Evidence suggests gray-area tactics
- They had no prior ties to Schitt's Creek: The gift reveals a past connection
Summary and Takeaways
The Roses lived in New York City before Schitt's Creek, built a vast corporate empire, and lost it due to scandal and risky decisions. Their time in the city shaped their personalities and conflicts, while their sudden displacement created the conditions for the show's humor and heart. Although details remain implied, their background, roles, and transformation are central to the series' enduring appeal.