Scotts Forms New Subsidiary; Brand Will Focus on Millennials
With its new subsidiary called Hawthorne Gardening Co., Scotts Miracle-Gro Co. is setting its sights on the growing indoor and urban gardening market, reports Tom Knox, Columbus Business First.
Led by Chris Hagedorn – CEO Jim Hagedorn ‘s oldest son – Hawthorne Gardening Co. “will focus on building a portfolio of niche lawn and garden brands and products that appeal to younger and more urban consumers,” according to an official release.
In the recent past, the Scotts’ CEO has commented on his company’s need to improve its appeal with Millennials. “In May he compared Scotts’ position to beer companies dealing with younger customers who are interested in niche craft beers,” reports Knox.
According to the Scotts release, the new subsidiary will function separately from its parent but will leverage the major brand’s “assets in areas like R&D, supply chain.”
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