(MARYSVILLE, OHIO) ― The Scotts Miracle-Gro Company (NYSE:SMG), the world’s leading marketer of branded consumer lawn and garden products, announced the formation of the Hawthorne Gardening Company, a wholly-owned subsidiary focused primarily on the emerging areas of indoor and urban gardening products.
Based in New York, the Hawthorne team will focus on building a portfolio of niche lawn and garden brands and products that appeal to younger and more urban consumers. Chris Hagedorn has been named general manager of the Hawthorne team reporting to Barry Sanders, president and chief operating officer.
“All across the country, more and more folks are living in urban areas, leading us to the conclusion that we needed to give them the tools they needed to garden,” said Chris Hagedorn. “Whether through container gardening or countertop hydroponic systems indoors, we need to be top of mind for urban dwellers who are looking for fun, inventive and sustainable ways to nurture plants.”
Brands currently managed by the Hawthorne include Whitney Farms®, a regional line of organic lawn and garden products, and AeroGarden®, a soil-free indoor garden made by AeroGrow International. Chris Hagedorn is a member of the Board of Directors of AeroGrow International.
The formation of Hawthorne is consistent with the long-term growth strategy that has been articulated by ScottsMiracle-Gro. While Hawthorne will operate autonomously, it will leverage core assets in areas like R&D, supply chain and other support functions. The business results from Hawthorne will be consolidated into the Company’s Global Consumer segment.
“As the vision for Hawthorne was being shaped, we believed three things were necessary at the start in order for us to succeed,” Chris Hagedorn said. “First, we needed to build a team that was energized by the unique opportunity that Hawthorne offers and is empowered to drive our business. Second, we need autonomy, as we believe the needs and desires of urban consumers are vastly different from the core consumers being served by our colleagues in Ohio. And third, we needed to be based in an urban setting that was similar to our target audience. With all three of these needs now met, the entire team is excited as we begin this journey.”