Scotts Miracle-Gro

What Scotts Miracle-Gro does

Scotts Miracle-Gro (NYSE: SMG) is the leading marketer of branded consumer lawn and garden products in North America, operating a multi-brand portfolio that includes Scotts (fertilizers, grass seed, weed control), Miracle-Gro (plant food, potting mixes, raised bed soils), AeroGarden (indoor hydroponic systems), Ortho (insect and pest control), and Tomcat (rodent control). The company sells primarily through mass and home-improvement retailers (Home Depot, Walmart, Target, Amazon) and a growing direct-to-consumer e-commerce channel that represents approximately 10% of consumer takeaway and is growing 22% year-over-year. Subscription pricing (10% Seasonal, 20% Annual discounts) and content-driven engagement via Martha's Garden Collective, AI Live Chat, and the Inspired to Gro bundle with Bonnie Plants and Gardenuity extend the model beyond transactional unit sales.

The underlying technology stack centers on the Kinaxis Maestro AI-powered supply chain orchestration platform (deployed enterprise-wide after producing a documented 50% inventory reduction over two years), predictive demand modeling responsive to weather-driven volatility, and a generative AI collaboration with Google Cloud for consumer-facing personalization. Operationally, the company runs subscription e-commerce, field sales through Scotts Pro for professional landscapers, and content/educational assets as marketing infrastructure.

The business model is a hybrid of branded CPG unit sales (predominant), subscription DTC, and a smaller professional/hardware sales stream; pricing is pay-as-you-go at unit level ($4.97 to $60.49 across SKUs) with subscription discounts applied automatically. Following the April 2026 divestiture of Hawthorne Gardening to Vireo Growth (with a retained equity stake), the company is focused on its SMG 2.0 transformation initiative, targeting $1 billion in incremental sales by 2030, gross margin expansion (280 bps to 41.8% in Q2 2026), deleveraging (3.71x debt-to-EBITDA), and a multi-year share repurchase program targeting one-third of outstanding shares.

Name

Scotts Miracle-Gro

Legal name

The Scotts Company LLC

Website

https://scottsmiraclegro.com

Company type

Public

Founded year

1868

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Scotts Miracle-Gro is the leading North American marketer of branded consumer lawn and garden products across the Scotts, Miracle-Gro, AeroGarden, Ortho, and Tomcat brands, distributing through major retailers, direct-to-consumer e-commerce, and subscription channels serving residential homeowners and professional landscapers.

Ownership category

akta.pro rank

Product category

Consumer Lawn and Garden Products

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

akta.pro secondary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Consumer lawn care products
• Garden fertilizers and soil
• Grass seed and turf
• Residential pest control
• Indoor hydroponic gardening

Headquarters

HQ city

Marysville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Consumer Lawn and Garden Products: Primary revenue stream from branded consumer products including lawn food, grass seed, potting mix, plant food, and gardening supplies sold through major retailers and direct-to-consumer. Major brands include Scotts Turf Builder, Miracle-Gro, Ortho pest control, and Tomcat.
2. E-commerce Direct Sales: Growing direct-to-consumer ecommerce channel representing approximately 10% of consumer takeaway in FY2025, up from 2% five years ago, with 22% year-over-year growth. Includes subscription services with 10-20% recurring discounts.
3. Professional/Scotts Pro Products: Products and services for professional landscapers and commercial customers through the Scotts Pro division.
4. Warehouse and Logistics Services: Opendock integrated WMS flow across multiple sites for dock scheduling and gate management services.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Scotts Miracle-Gro is the leading North American marketer of branded consumer lawn and garden products, selling fertilizers, grass seed, potting mixes, plant foods, pest and weed control solutions, and indoor hydroponic gardening systems under the Scotts, Miracle-Gro, AeroGarden, Ortho, and Tomcat brands. The company distributes primarily through mass-market retailers (Home Depot, Walmart, Target, Amazon) and its own direct-to-consumer e-commerce site, with a Scotts Pro division serving professional landscapers and commercial customers.

Product overview

Scotts Miracle-Gro operates as a multi-brand consumer lawn and garden products company offering a diverse portfolio of branded products. The portfolio includes Scotts (lawn care: fertilizers, grass seed, weed control), Miracle-Gro (gardening: plant food, potting mixes, organic products), AeroGarden (hydroponic indoor gardens), Ortho (insect and pest control), and Tomcat (rodent pest control). These brands serve residential consumers across lawn care, gardening, indoor growing, and pest management categories. The company distributes through major retail channels including Amazon, Home Depot, Target, Walmart, and direct-to-consumer ecommerce. The product architecture is organized as a multi-brand portfolio model rather than a unified platform with modules, where each brand maintains its own identity while sharing distribution and manufacturing infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• Scotts: North America's leading lawn care brand offering fertilizers, grass seed, weed control, and lawn food products including Turf Builder line
• Miracle-Gro
• AeroGarden
• Ortho
• Tomcat
• Inspired to Gro
• Keep It Real
• America250 Partnership

Products and services

• Scotts Turf Builder Lawn Food Flagship lawn fertilizer product designed to feed and strengthen grass for a thicker, greener lawn, for residential homeowners.
• Scotts Turf Builder Rapid Grass Sun & Shade Mix Combination grass seed and fertilizer product that grows grass quickly in both sun and shade conditions.
• Scotts Weed B Gon MAX Ready-to-use weed control product that kills broadleaf weeds in lawns without harming grass.
• Miracle-Gro Potting Mix Ready-to-use potting soil for container gardening, flowers, vegetables, and indoor plants.
• Miracle-Gro Shake 'n Feed All Purpose Plant Food Continuous-release plant food that feeds plants for up to 3 months without mixing, for indoor and outdoor use.
• Miracle-Gro Water Soluble All Purpose Plant Food Quick-dissolving water-soluble plant food for all indoor and outdoor plants, vegetables, trees, and shrubs.
• Miracle-Gro Moisture Control Potting Mix Potting mix with moisture control technology that absorbs water and releases it as plants need it.
• Miracle-Gro Raised Bed Soil Organic soil blend formulated specifically for raised bed gardens and in-ground use.
• Ortho Home Defense Mosquito Kill & Prevent Dual-action mosquito control product that kills mosquitoes on contact and prevents breeding to break the mosquito lifecycle.
• Ortho Ant B Gon MAX Ant Killer Granules Ant control granules that kill listed ants on contact and provide long-lasting residual protection for indoor and outdoor use.
• AeroGarden Indoor Hydroponic Gardens Indoor hydroponic garden systems and accessories that allow consumers to grow plants, herbs, and vegetables indoors year-round without soil.
• Inspired to Gro Patio Garden Collection Collaborative product bundle combining Scotts Miracle-Gro plant nutrients, Bonnie Plants rooted starter plants, and Gardenuity's digital coaching platform for at-home patio gardening.
• Turf Builder Lawn Food (New Pesticide-Free Formulation) Newly formulated pesticide-free, slow-release lawn food designed for family and pet safety, available in granular and liquid formats for residential use.
• ScottsMiracleGro.com Subscription Service (Seasonal & Annual) Recurring delivery subscription service for Scotts Miracle-Gro consumer lawn and garden products, with automatic 10% Seasonal or 20% Annual discounts applied to recurring orders.
• Scotts Pro (Professional Products Division) Professional-grade lawn and garden products and supplies sold via direct sales and field sales teams to landscapers and commercial grounds maintenance customers.

Quantifiable outcome

• 50% inventory reduction over two years through AI and predictive modeling
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Vireo Growth Inc.coreStrategic or Co-development Partner · 9 April 2026Strategic divestiture partnership where Scotts Miracle-Gro sold its Hawthorne Gardening subsidiary to Vireo Growth. Scotts retains an equity stake in Vireo Growth, maintaining some exposure to the cannabis sector while divesting operational control. The transaction was completed in April 2026 after being classified as discontinued operation in Q1 2026.
• KinaxiscoreTechnology or IntegrationExpanded partnership with Kinaxis to deploy the AI-powered Maestro platform for supply chain planning optimization. Replaces manual workflows with limited standardization, enabling real-time demand management and better response to demand volatility including weather-related shifts. Builds on proven results achieved in recent years.
• InnovapptiveminorGTM or Marketing PartnerCo-presented at LNS Research's Productivity Pathfinder 2026 conference alongside Indorama Ventures and ScottsMiracle-Gro. Showcased AI-powered industrial execution platform designed to help manufacturers reduce the gap between insight and frontline action.
• Bonnie PlantscoreStrategic or Co-development PartnerLaunched Inspired to Gro Patio Garden Collection combining Scotts Miracle-Gro plant nutrients, Bonnie Plants rooted starter plants, and Gardenuity's guided gardening platform. Available on Amazon and respective brand websites. Part of broader strategy to expand into higher-margin, digitally-supported consumer offerings.
• GardenuitycoreStrategic or Co-development PartnerLaunched Inspired to Gro Patio Garden Collection combining Scotts plant nutrients, Bonnie Plants starter plants, and Gardenuity's digital coaching platform. Gardenuity hosts virtual events like Great American Garden Party where participants use Scotts products shipped to their homes.
• Martha StewartcoreGTM or Marketing PartnerMartha's Garden Collective partnership connects gardeners with Martha Stewart's expertise through tutorials, ideas, and collective engagement. Scotts leverages Martha's brand authority in gardening and lifestyle content.
• Tyler Adams/USMNTcoreGTM or Marketing PartnerContinuing partnership with U.S. Men's National Soccer Team captain Tyler Adams for Keep It Real initiative. Initiative has invested over $400,000 supporting more than 2,000 kids nationwide, restoring Tyler Adams' childhood field in Wappingers Falls, NY and refurbishing fields for five youth sports nonprofits.
• Great American MediaminorGTM or Marketing PartnerGreat American Media partnered with Gardenuity for Great American Garden Party, a live virtual event on May 14. The event featured limited-edition America Grows Garden kit developed in collaboration with Scotts Miracle-Gro and Bonnie Plants, part of America250 celebrations.
• Columbus CrewcoreGTM or Marketing PartnerExpanded long-standing partnership with stadium naming rights starting 2026. The Columbus Crew's home venue renamed ScottsMiracle-Gro Field. Partnership includes community initiatives, product supply, and educational programs such as Soccer in Schools.
• ProAmpacminorStrategic or Co-development PartnerPartnership to launch curbside recyclable packaging innovation for O.M. Scott & Sons brand. Replaced traditional multilayer plastic films with ProAmpac's PRO-EVO Recyclable SOS Bags. Fiber-based packaging offers enhanced moisture protection while enabling curbside paper recycling.
• Google CloudcoreTechnology or IntegrationCollaboration to transform consumer experiences using generative AI. Partnership aimed at enhancing customer engagement, personalized recommendations, and innovative digital experiences across ScottsMiracle-Gro platforms.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Central Garden & Pet: Public consumer products company (NASDAQ: CENT) with a Lawn & Garden segment including Pennington, Ampro, Ferti-lome, and Sevin; competes head-to-head with Scotts in fertilizers, grass seed, and pest control sold through the same mass and specialty retail channels.
• Bonide Products: Privately held manufacturer of consumer pest control and lawn and garden products, directly competing with the Ortho and Tomcat brands in insect, weed, and disease control through retail and e-commerce channels.
• Lebanon Seaboard Corporation: Manufacturer of Lebanon-brand and Pro-grade turf and ornamental products; competes with both Scotts consumer and Scotts Pro divisions across fertilizers, seed, and professional lawn care.

Broad incumbents

• Bayer AG (Crop Science / Consumer Care): Global life sciences major whose consumer-facing Roundup and lawn/garden pest products compete directly with Ortho and Tomcat in residential weed and pest control, while operating a much broader portfolio in pharma and crop science.
• S.C. Johnson & Son: Privately held global consumer products company with major pest control brands (Raid, OFF!, Baygon) that overlap with Scotts' Ortho and Tomcat franchise in household insect and outdoor pest control.
• Spectrum Brands Holdings: Public consumer products company (NYSE: SPB) with a Home & Garden segment (Spectracide, Cutter, Hot Shot) that directly competes with Ortho and Tomcat in outdoor pest control while also selling pet, home, and personal care products.
• Church & Dwight: Public consumer products company (NYSE: CHD) with overlapping household and lawn-adjacent brands (e.g., OxiClean, Arm & Hammer outdoor products) sold through similar mass and grocery channels; broader portfolio with limited direct lawn overlap.

Others

• The Clorox Company: Public consumer staples company (NYSE: CLX) with comparable mass-channel distribution, marketing scale, and category management capabilities; serves as a strategic comparable for branded consumer products distribution and merchandising rather than product overlap.

Emerging players

• Espoma Organic: Family-owned manufacturer of organic lawn and garden products (fertilizers, potting mixes, pest control); competes in the growing naturals/organics segment where Scotts is investing via Miracle-Gro organic and Inspired to Gro bundles.
• Gardenuity: Digital gardening platform and curated garden kit provider that co-markets the Inspired to Gro collection with Scotts; signals where higher-margin, digitally-enabled gardening commerce is headed and a potential route for SMG to expand beyond traditional retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/scottsmiraclegro
• Xx.com/scotts_mgro

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Scotts Miracle-Gro