Miracle-Gro

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.

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

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

• Consumer lawn care products
• Plant food fertilizers
• Garden soils potting mix
• Indoor gardening supplies
• Organic gardening products

Headquarters

HQ city

Us

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• KidsGardeningcoreStrategic or Co-development Partner · 17 April 2026Miracle-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 StewartcoreStrategic or Co-development PartnerMartha'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)coreStrategic or Co-development PartnerJoint 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.minorOthersVireo 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

Direct 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

• Instagraminstagram.com/miraclegro
• Xx.com/MiracleGro
• Facebookfacebook.com/MiracleGro
• LinkedInlinkedin.com/company/miracle-gro

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Miracle-Gro