This work investigates the potential propagation by seed and cuttings of the Azorean nativeCalluna vulgaris(L.) Hull. for landscape conservation. With that purpose we have performed several germination and cuttings trials, using plant material from wild populations of this species. In the germination trials, we tested the effects of photoperiod length (8 and 16 h), temperature (10, 15, 20, and 20–10°C), seed age (6, 108, and 270 days), temperature of seed storage (4°C and room temperature), and seed surface sterilization on the germination characteristics. In the cuttings trials, we tested the effects of stem cutting type, cultural conditions, cuttings’ harvest month, and rooting substrates on the rooting percentages. The best percentages of germination, 93 and 90%, were obtained with fresh seeds and surface sterilized and sown under an 8 h photoperiod and with temperatures of 10°C or 15°C, respectively; germination after seed storage during 270 days is significantly superior (71%) when seeds are stored at 4°C. The best percentages of rooting were achieved for straight (96%) or heel cuttings (90%) harvested in March, planted on soil from natural stands ofC. vulgarisandErica azoricaHochst., outdoors in half shade, and partially covered with transparent polyethylene film.