The Scotts Miracle-Gro Co. formed a subsidiary focused on indoor and urban gardening products for younger, more urban consumers: Hawthorne Gardening Co.
Chris Hagedorn was named general manager of the Hawthorne team, operating out of New York and reporting to Barry Sanders, president and COO.
“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,” Hagedorn said. “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, which Hagedorn is a member of the board of directors.
“As the vision for Hawthorne was being shaped, we believed three things were necessary at the start in order for us to succeed,” 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.”
