GrowGeneration
GrowGeneration (NASDAQ: GRWG) is a US-based specialty distributor of hydroponics and controlled environment agriculture supplies, selling 15,000+ SKUs through 30+ retail stores, e-commerce, and a B2B commercial program (GrowGen Pro) to home growers and multi-state cannabis/CEA cultivators.
- Company typePublic
- Founded2008
- HeadquartersDenver, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What GrowGeneration does
GrowGeneration Corp. (NASDAQ: GRWG) is a US-based, publicly traded specialty retailer and B2B distributor of hydroponics and controlled environment agriculture (CEA) supplies. The company sells more than 15,000 SKUs spanning nutrients, LED lighting, grow media, HVAC, fertigation/irrigation, propagation tools, and harvest equipment through a hybrid channel of 30+ company-owned retail stores, a direct e-commerce storefront, and a dedicated commercial program (GrowGen Pro). It serves two principal customer segments: a long tail of home growers and hobbyists served through retail/ e-commerce, and a concentrated tier of multi-state cannabis operators and CEA producers served through GrowGen Pro with custom pricing, dedicated account managers, facility design, and drop-ship logistics; named commercial customers include Trulieve, Cresco Labs, Curaleaf, Acreage Holdings, C3 Industries, Bountiful Farms, Beleaf Medical, and Space Flyt.
The company's technology and product moat is centered on a proprietary brand portfolio — Char Coir, Drip Hydro, Ion Lighting, Power Si, The Harvest Company, and Dialed In — that contributed 37% of Cultivation & Gardening revenue in Q1 2026 (up from 32.8% in 2025) and supported a 370 basis-point gross margin expansion to 26.8% in FY 2025. GrowGeneration pursues a tiered pricing model: standard unit pricing for retail/hobbyist customers and volume-tiered transaction pricing for commercial accounts, with manufacturer-direct partnerships (notably Netafim for irrigation/fertigation) extending its solution set.
GrowGeneration generates revenue primarily through hardware sales across retail, proprietary brand, commercial, and wholesale channels, supplemented by facility design and buildout services (1,500+ completed projects). FY 2025 net sales were $161.7M, declining from $188.9M in FY 2024 due to retail store consolidation, but Q1 2026 returned to growth at $38.4M (+7.5% YoY) and management reaffirmed FY 2026 guidance of $162-168M. The company maintains a debt-free balance sheet with $41.1M cash, is executing a 2025 restructuring that reduced operating expenses by 23.4% YoY, and is expanding internationally through a distribution agreement with V1 Solutions across eight EU markets and a Costa Rica launch.
GrowGeneration firmographics
Firmographics- Name
- GrowGeneration
- Legal name
- GrowGeneration Corp.
- Website
- https://growgeneration.com
- Company type
- Public
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- GrowGeneration (NASDAQ: GRWG) is a US-based specialty distributor of hydroponics and controlled environment agriculture supplies, selling 15,000+ SKUs through 30+ retail stores, e-commerce, and a B2B commercial program (GrowGen Pro) to home growers and multi-state cannabis/CEA cultivators.
- Ownership category
- akta.pro rank
GrowGeneration industry classification
Industry- Product category
- Hydroponics Equipment & Controlled Environment Agriculture Supplies
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114), Food Crops Grown Under Cover (11141)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Plant Propagation & Nursery CEA Equipment (Germination Rooms, Tissue Culture Support) (AFAAAHAJ)
- akta.pro secondary industries
- Environmental Control & Climate Systems (HVAC, CO₂, Ventilation, Dehumidification) (AFAAAHAB), Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting) (AFAAAHAD), Irrigation, Fertigation & Nutrient Delivery Systems (Dosing, Injectors, Sensors) (AFAAAHAE), CEA Monitoring, Sensors & Automation Software (SCADA, IoT, Climate/Recipe Control) (AFAAAHAG)
Keywords
Where GrowGeneration is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GrowGeneration business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Retail Product Sales: Sale of hydroponics supplies, nutrients, lighting, grow media, HVAC, water/irrigation systems, gardening tools, and harvest solutions through retail stores and e-commerce. Products range from consumer-grade to commercial-grade equipment.
- Proprietary Brand Sales: Sales of proprietary products including Char Coir, Drip Hydro, Ion Lighting, Power Si, and The Harvest Company brands. These now account for 37% of Cultivation and Gardening revenue (Q1 2026), up from 32.8% in 2025, providing higher margins.
- Commercial/Enterprise Sales: B2B sales to multi-state operators and commercial cultivators through the GrowGen Pro program, offering custom pricing, account management, facility design services, and drop-ship delivery capabilities.
- Wholesale/Distribution: Wholesale catalog available for commercial customers with tiered discounts based on purchase volume. Distribution agreement with V1 Solutions for European Union market expansion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
| Transaction based/ take rate | Pay-as-you-go | Tiered volume discounts for commercial accounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
GrowGeneration product offering
Product offeringCore offering
GrowGeneration is a specialty retailer and distributor of hydroponics and controlled environment agriculture (CEA) supplies, offering more than 15,000 products including nutrients, LED lighting, grow media, HVAC, irrigation systems, gardening tools, and harvest solutions. The company sells its own proprietary brands (Char Coir, Drip Hydro, Ion Lighting, Power Si, The Harvest Company, Dialed In) alongside third-party products through a hybrid channel of company-owned retail stores, e-commerce, and a dedicated commercial sales program serving multi-state cannabis operators and large-scale cultivators.
Differentiator
Problem solved
Functional benefit
Brands
- Char Coir: Organic coco coir growing media brand offering products including Coco Coin Tray, Coco Cube, BioPot, and Coirganic Coco for optimal plant growth.
- Drip Hydro
- Ion Lighting
- Power Si
- The Harvest Company
- Dialed In
- GrowGen Pro
Products and services
- Char Coir (proprietary brand) Organic RHP-certified coco coir growing media brand offering products including Coco Coin Tray, Coco Cube, BioPot, and Coirganic Coco, providing peat-free propagation and growing solutions for home gardeners and professional farmers.
- Drip Hydro (proprietary brand) Hydroponic nutrient line for growers including Base A/B, Flow, Flex PK Booster, Cal Mag, Ooze, Shock, and Dip Cloning Gel formulations for various stages of plant cultivation.
- Ion Lighting (proprietary brand) Enhanced full-spectrum commercial LED grow light fixtures including Ion LED 630w, 400w, 720w, and 830w models designed for indoor commercial cultivation environments.
- Power Si (proprietary brand) Enriched silicic acid fertilizers including Original, Bloom, Granular, Start, and Synergy formulations designed to enhance plant strength and nutrient uptake across growth cycles.
- The Harvest Company (proprietary brand) Growing and garden supplies including Nitrile Gloves, HD Vacuum Seal Bags, Soft Trellis Netting, Stake Labels, and Pump Sprayers for harvest and post-harvest operations.
- Dialed In Tri-Spec Under Canopy Light Advanced lighting system designed for lower-canopy flower development in cannabis cultivation, with early trials reporting up to 35% yield increases, faster maturation, and stronger terpene expression.
- GrowGen Pro Commercial Program Dedicated commercial services division offering commercial pricing, expert account managers, facility planning, installation services, and turnkey facility design for commercial cultivators and multi-state operators.
Quantifiable outcome
- Up to 35% yield increases reported with Dialed In Tri-Spec Under Canopy Light in early trials
- +3 more outcomes
Companies that use GrowGeneration
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
GrowGeneration technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
GrowGeneration partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- NetafimcoreStrategic co-marketing and sales partnership announced at Indoor Ag-Con 2026 in Las Vegas. Collaboration aims to provide integrated irrigation, fertigation, and water-management solutions for controlled environment agriculture (CEA) growers. GrowGen President Michael Salaman stated the partnership delivers a combined platform leveraging Netafim's world-class water-management expertise with GrowGen's product offerings.
- V1 SolutionsminorDistribution agreement with Macedonia-based V1 Solutions to serve as sales and marketing partner for proprietary product lines throughout the European Union. Target markets include Germany, Portugal, Malta, Luxembourg, Netherlands, Czech Republic, Greece, and Macedonia. Company also exploring additional markets in Eastern Europe as cannabis legalization advances.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
GrowGeneration competitors and assessment
Company assessmentDirect peers
- Hydrofarm Holdings Group: Largest U.S. independent distributor and manufacturer of hydroponics and CEA equipment, lighting, nutrients, and growing media. Public peer (HYFM) operating in the same product categories, customer base, and distribution channels.
- GrowLife Inc. Specialty hydroponic equipment retailer and distributor serving cannabis and CEA cultivators through retail stores and e-commerce. Smaller and earlier-stage direct competitor with overlapping product categories and customer segments.
- Sunlight Supply: Wholesale distributor of hydroponic equipment, lighting, and nutrients serving retail garden centers and commercial cultivators. A long-standing wholesale peer in the hydroponic supply chain.
Broad incumbents
- Hawthorne Gardening Company: Scotts MiracleGro's dedicated hydroponics and CEA subsidiary; offers branded nutrients, lighting, and grow media with significantly larger scale and balance sheet. Overlaps directly with GrowGeneration's product portfolio across consumer and commercial segments.
- Scotts MiracleGro: Parent of Hawthorne Gardening; dominant consumer lawn and garden retailer with massive scale in fertilizers, soils, and growing media. Competes on adjacent consumer gardening and nutrient categories and sets the ceiling for industry pricing.
Emerging players
- Surna Inc. Specializes in climate control, HVAC, and dehumidification systems for cannabis and CEA facilities. Comparable as a niche supplier into the same commercial cultivator customer base GrowGen Pro targets.
- urban-gro Inc. Provides integrated CEA engineering, equipment, and consulting services for cannabis and produce cultivation facilities. Comparable commercial-channel focus on turnkey facility buildouts similar to GrowGen Pro.
- TotalGrow Lighting Solutions: Designer and manufacturer of LED horticultural lighting for greenhouses and indoor farms. Comparable as a CEA lighting supplier with overlap to GrowGeneration's Ion Lighting and Dialed In proprietary lighting brands.
Others
- AeroFarms: Indoor vertical farming operator for leafy greens and herbs. Not a direct competitor, but a downstream customer category for CEA equipment and a benchmark for commercial vertical farming end-market demand.
- Plenty: Indoor vertical farm operator building large-scale CEA facilities. Comparable end-customer profile for GrowGen Pro's commercial sales motion and an indicator of demand for turnkey facility equipment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GrowGeneration social profiles
Digital presenceGrowGeneration financial estimates
Financial estimateRevenue estimate
Valuation estimate
GrowGeneration leadership team
Management profileNumber of profiles
Profiles4 records
GrowGeneration subsidiaries and ownership
Company hierarchySubsidiaries3 records
GrowGeneration funding detail
Funding detailFunding overview
Funding rounds9 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GrowGeneration M&A and investment
M&A and investmentM&A12 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GrowGeneration
What does GrowGeneration do?
GrowGeneration is a specialty retailer and distributor of hydroponics and controlled environment agriculture (CEA) supplies, offering more than 15,000 products including nutrients, LED lighting, grow media, HVAC, irrigation systems, gardening tools, and harvest solutions. The company sells its own proprietary brands (Char Coir, Drip Hydro, Ion Lighting, Power Si, The Harvest Company, Dialed In) alongside third-party products through a hybrid channel of company-owned retail stores, e-commerce, and a dedicated commercial sales program serving multi-state cannabis operators and large-scale cultivators.
Is GrowGeneration a public or private company?
GrowGeneration is a public company. It is classified as public and is currently operating.
When was GrowGeneration founded?
GrowGeneration was founded in 2008. It employs 251 to 500 people.
Where is GrowGeneration based?
GrowGeneration is headquartered in Denver, United States, in the North America region.
How does GrowGeneration make money?
Four revenue lines are on record. Retail Product Sales are the primary driver. The others are proprietary Brand Sales, commercial/Enterprise Sales and wholesale/Distribution.
Who are GrowGeneration's main competitors?
Direct peers on record are Hydrofarm Holdings Group, GrowLife Inc. and Sunlight Supply. Broad incumbents are Hawthorne Gardening Company and Scotts MiracleGro. Emerging players are Surna Inc., urban-gro Inc. and TotalGrow Lighting Solutions. Others are AeroFarms and Plenty.
Does GrowGeneration have an API?
No public API is recorded for GrowGeneration.
What industry is GrowGeneration in?
GrowGeneration's product category is Hydroponics Equipment & Controlled Environment Agriculture Supplies. Its primary akta.pro industry code is AFAAAHAJ, Plant Propagation & Nursery CEA Equipment (Germination Rooms, Tissue Culture Support), with a secondary code of AFAAAHAB, Environmental Control & Climate Systems (HVAC, CO₂, Ventilation, Dehumidification). Its NAICS code is 1114 and its SIC code is 5200.