Answer: Hollyhocks have very large leaves, so they lose moisture faster than some plants might. To condition them, place them in a shady location such as the north side of your house, then gradually move them eastward into morning sun, then once they are accustomed to sun all morning they should be ready for the garden. They may also need to be moved into larger pots so that they can develop a root system large enough to support that foliage. Finally, if your cold frame is heating up, it needs to be vented either by hand or automatically. Excess heat is harmful to the plants and can even cook them.
Some hollyhocks will bloom the first year from seed if started very early indoors, however most do not bloom until the second year. They are considered biennials but some individual plants may live longer than than just two years. There is an annual, Malva zebrinus, sometimes called a hollyhock, and this plant is shorter and has pink flowers over a long period in the summer.
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