Miracle-Gro
Miracle-Gro, a brand of ScottsMiracle-Gro (NYSE: SMG), manufactures and sells consumer potting mixes, plant food, soils, and organic gardening products across the U.S. and Canada through Home Depot, Target, Walmart, Amazon, and DTC e-commerce, serving home gardeners, wellness consumers, and families.
- Company typePublic
- Founded1951
- HeadquartersUs, France
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Miracle-Gro does
Miracle-Gro is a consumer lawn-and-garden brand owned by ScottsMiracle-Gro (NYSE: SMG) and operated through the U.S. subsidiary The Scotts Company LLC, headquartered in Marysville, Ohio. Founded in 1951, the brand sells potting mixes, plant food, garden soils, organic gardening products, and complementary lawn-care, pest-control, rodent-control, and indoor-hydroponic lines (Scotts Turf Builder, Ortho, Tomcat, AeroGarden, Earthgro). Products are sold at unit price points ranging from $4.97 to $60.49 across major U.S. and Canadian retailers — Home Depot, Target, Walmart, and Amazon — as well as through the company's own direct-to-consumer e-commerce site, with free shipping above $99.
The business is fundamentally a scaled consumer-products company rather than a technology company: its core capability is brand-building, retail distribution, and physical-product formulation. Underlying commercial technology includes an SAP S/4HANA enterprise platform and a dual-track AI initiative covering 40 use cases that support assortment rationalization, digital marketing, and e-commerce operations. Sustainability credentials include an APR Design Guide-compliant recycled-content Earthgro mulch bag, jointly awarded the 2026 APR Recycling Leadership Award with Charter Next Generation.
The revenue model is unit-pricing hardware sales of branded physical products through retail and DTC channels, supplemented by content and community programs (Martha's Garden Collective partnership with Martha Stewart; KidsGardening "Growing the Future" grant program) that drive top-of-funnel demand. The customer base is a long-tail of U.S. and Canadian home gardeners, with sub-segments targeting wellness-conscious consumers, families with children and pets (pesticide-free positioning), and organic/natural gardening enthusiasts. The company is currently executing the SMG 2.0 transformation, which targets $1 billion in incremental sales by 2030 (approximately $800M from e-commerce) following completion of a four-year deleveraging plan (leverage reduced to 3.71x), the divestiture of the Hawthorne hydroponics segment to Vireo Growth in Q1 2026, and the elimination of 30% of lowest-performing SKUs.
Miracle-Gro firmographics
Firmographics- Name
- Miracle-Gro
- Legal name
- The Scotts Company LLC
- Website
- https://miraclegro.com
- Company type
- Public
- Founded year
- 1951
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Miracle-Gro, a brand of ScottsMiracle-Gro (NYSE: SMG), manufactures and sells consumer potting mixes, plant food, soils, and organic gardening products across the U.S. and Canada through Home Depot, Target, Walmart, Amazon, and DTC e-commerce, serving home gardeners, wellness consumers, and families.
- Ownership category
- akta.pro rank
Miracle-Gro industry classification
Industry- Product category
- Consumer Lawn and Garden Products
- NAICS
- Lawn and Garden Equipment and Supplies Retailers (4442)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)
- akta.pro secondary industry
- Pest Control & Animal Deterrents Retail (Garden/Outdoor Use) (CRAIAIAL)
Keywords
Where Miracle-Gro is headquartered
LocationHeadquarters
- HQ city
- Us
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Miracle-Gro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Consumer Lawn and Garden Products: Sale of branded consumer lawn and garden products including potting mix, plant food, soils, and gardening supplies through retail and e-commerce channels. Products range from $4.97 to $60.49.
- Scotts Lawn Care Products: Sale of Scotts branded lawn care products including Turf Builder Lawn Food in granular and liquid formats, targeting family safety with pesticide-free formulas.
- E-commerce Sales: Direct-to-consumer online sales targeting $800 million by 2030 as part of SMG 2.0 strategy. Products available on Amazon, company website, and through major retailer online platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Indoor gardening product line |
| Unit Pricing | Pay-as-you-go | Scotts Turf Builder Lawn Food |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Miracle-Gro product offering
Product offeringCore offering
Miracle-Gro manufactures and sells branded consumer lawn and garden products, including potting mixes, plant foods, garden soils, organic gardening solutions, lawn fertilizers, grass seed, hydroponic indoor garden systems, pest control, and rodent control products. The portfolio is sold across multiple sub-brands (Scotts, AeroGarden, Ortho, Tomcat, Earthgro) through major U.S. retailers and e-commerce channels, targeting home gardeners, families, and wellness-oriented consumers.
Product overview
Miracle-Gro, a brand of ScottsMiracle-Gro, operates as a multi-category consumer lawn and garden products platform organized around core plant care categories including potting mix, plant food, garden soils, and organic gardening solutions. The product portfolio spans multiple sub-brands: Scotts (lawn care including Turf Builder fertilizers and grass seed), AeroGarden (hydroponic indoor gardens), Ortho (pest control), Tomcat (rodent control), and Earthgro (mulch with recycled content). The company also offers the Martha's Garden Collective community program in partnership with Martha Stewart. As part of the SMG 2.0 transformation strategy, the company is rationalizing its portfolio by eliminating 30% of lowest-performing SKUs while expanding e-commerce channels toward a $1 billion incremental sales target by 2030.
Differentiator
Problem solved
Functional benefit
Brands
- Miracle-Gro Organics: Organic gardening products line including organic soil and fertilizers.
- Martha's Garden Collective
- Scotts Turf Builder
- ScottsMiracle-Gro
Products and services
- Miracle-Gro Potting Mix
Quantifiable outcome
- 95% of consumers consider safety around children, pets, and the environment important when choosing fertilizers
- +2 more outcomes
Companies that use Miracle-Gro
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Miracle-Gro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature1 record
Miracle-Gro partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- KidsGardeningcoreMiracle-Gro and KidsGardening launched the 'Growing the Future' grant program in celebration of Miracle-Gro's 75th anniversary, awarding 75 grants of $750 each across the United States and territories to promote intergenerational gardening projects connecting children and seniors.
- Martha StewartcoreMartha's Garden Collective partnership connects gardeners with Martha Stewart's expertise through a library of tutorials, gardening ideas, and community engagement. Miracle-Gro serves as a proud partner of Martha Stewart's gardening initiatives.
- Charter Next Generation (CNG)coreJoint award from Association of Plastic Recyclers for collaboration on incorporating post-consumer recycled plastic into Earthgro mulch bags. Developed high-strength film with 25% increase in toughness while maintaining APR Design Guide standards compliance.
- Vireo Growth, Inc.minorVireo Growth completed acquisition of The Hawthorne Gardening Company from ScottsMiracle-Gro in Q1 fiscal 2026. Vireo nominated Chris Hagedorn, ScottsMiracle-Gro EVP, to its Board of Directors.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Miracle-Gro competitors and assessment
Company assessmentDirect peers
- Dr. Earth: Organic and natural lawn and garden products brand including soils, fertilizers, and pest control. Direct competitor in the organic gardening segment where Miracle-Gro competes with its Miracle-Gro Organics sub-line.
- Bonide Products: Manufacturer of consumer pest control, garden protection, and lawn care products distributed through garden centers and big-box retailers. Direct competitor to ScottsMiracle-Gro's Ortho and Tomcat pest/rodent control sub-brands.
- Jobe's Company: Manufacturer of fertilizer spikes, organic plant foods, and tree-care products sold through retail garden centers and big-box. Direct competitor to Miracle-Gro's plant food portfolio with comparable price points and retail positioning.
- Central Garden & Pet: Public NASDAQ-listed consumer lawn and garden products company owning Pennington, Amdro, Sevin, and other competing brands. Closest direct competitor to Miracle-Gro with overlapping retail channels (Home Depot, Walmart) and comparable product categories in fertilizers, grass seed, and pest control.
- Espoma Company: Family-owned manufacturer of organic lawn and garden products including organic fertilizers, potting soils, and plant foods. Direct competitor in the premium and organic gardening category that Miracle-Gro targets through its Miracle-Gro Organics line.
- Sun Gro Horticulture: Leading North American manufacturer of peat-based growing media and professional-grade soils. Direct supplier-level competitor to Miracle-Gro's potting mix and garden soils, serving both retail garden centers and professional horticulture channels.
- Pennington Seed: Central Garden & Pet subsidiary and leading consumer grass seed and lawn care brand (Pennington, Lebanon Pro). Direct competitor to the Scotts grass seed and Turf Builder lawn food lines at Home Depot, Walmart, and independent retailers.
- FoxFarm Soil & Fertilizer Company: Premium soils and liquid fertilizer brand positioned at the higher end of the consumer gardening category. Direct competitor to Miracle-Gro's premium potting mix and indoor plant food lines, with strong following among indoor and specialty gardeners.
Broad incumbents
- Bayer Crop Science: Global agricultural and consumer gardening division of Bayer offering pesticides, plant care, and lawn products across international markets. Broad incumbent providing competitive pressure on Ortho and Scotts product lines while offering geographic reach that Miracle-Gro lacks outside North America.
- Spectrum Brands: NYSE-listed diversified consumer products company with home and garden categories (Spectracide, Cutter, Repel). Broad incumbent competitor across pest control and outdoor lifestyle with overlapping retail distribution and larger scale than Miracle-Gro's pest sub-brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Miracle-Gro social profiles
Digital presenceMiracle-Gro compliance and trust
Trust signalCompliance1 record
Miracle-Gro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miracle-Gro leadership team
Management profileNumber of profiles
Profiles3 records
Miracle-Gro subsidiaries and ownership
Company hierarchySubsidiaries4 records
Miracle-Gro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miracle-Gro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Miracle-Gro
What does Miracle-Gro do?
Miracle-Gro manufactures and sells branded consumer lawn and garden products, including potting mixes, plant foods, garden soils, organic gardening solutions, lawn fertilizers, grass seed, hydroponic indoor garden systems, pest control, and rodent control products. The portfolio is sold across multiple sub-brands (Scotts, AeroGarden, Ortho, Tomcat, Earthgro) through major U.S. retailers and e-commerce channels, targeting home gardeners, families, and wellness-oriented consumers.
Is Miracle-Gro a public or private company?
Miracle-Gro is a public company. It is classified as public and is currently operating.
When was Miracle-Gro founded?
Miracle-Gro was founded in 1951. It employs 1 to 10 people.
Where is Miracle-Gro based?
Miracle-Gro is headquartered in Us, France, in the Europe region.
How does Miracle-Gro make money?
Three revenue lines are on record. Consumer Lawn and Garden Products are the primary driver. The others are scotts Lawn Care Products and E-commerce Sales.
Who are Miracle-Gro's main competitors?
Direct peers on record are Dr. Earth, Bonide Products, Jobe's Company, Central Garden & Pet, Espoma Company, Sun Gro Horticulture, Pennington Seed and FoxFarm Soil & Fertilizer Company. Broad incumbents are Bayer Crop Science and Spectrum Brands.
Does Miracle-Gro have an API?
No public API is recorded for Miracle-Gro.
What industry is Miracle-Gro in?
Miracle-Gro's product category is Consumer Lawn and Garden Products. Its primary akta.pro industry code is CRAIAIAC, Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail, with a secondary code of CRAIAIAL, Pest Control & Animal Deterrents Retail (Garden/Outdoor Use). Its NAICS code is 4442 and its SIC code is 5200.