Essential Highlights
- Strategic Partnership Formed: Hawthorne Gardening Company teams up with BFG Supply for the distribution of Hawthorne’s Signature brand cultivation supplies and solutions.
- Focus on Growth and Value: Both companies aim to leverage opportunities within the hydroponic products industry.
- Exclusive Focus on Signature Brands: Hawthorne to concentrate on its own brands, discontinuing distribution of third-party products.
- Enhanced Distribution Network: BFG Supply to use its national network to distribute Hawthorne products, benefiting from its extensive customer support system.
The Hawthorne Gardening Company, a subsidiary of The Scotts Miracle-Gro Company, and BFG Supply, a leading distributor of horticultural and agricultural products, have announced a strategic partnership. This collaboration will see BFG distribute Hawthorne’s proprietary Signature brand cultivation supplies and solutions, marking a significant step in both companies’ strategies to tap into the growing hydroponic products market.
Strategic Realignment for Growth
Hawthorne is realigning its business model to exclusively market, innovate, and support its portfolio of Signature brands, including well-known names like Gavita, General Hydroponics, and Botanicare. This shift allows Hawthorne to concentrate its efforts on brand development and customer service, enhancing its market position and customer experiences. Tom Crabtree, COO of Hawthorne, highlighted the mutual benefits of this strategy, noting, “By sharpening our focus, we will deploy more resources into initiatives and programs that drive our industry-leading brands as well as enhance customer service and experiences.”
BFG’s Expanded Role
BFG Supply, known for its comprehensive product assortment and exceptional customer service, will become a key distributor for Hawthorne’s Signature products. This partnership aligns with BFG’s strategy to serve as a single distribution partner for hydroponic and professional growers, offering efficiencies and ease of access to a broad range of products. Mark Goshgarian, Chief Revenue Officer at BFG, expressed enthusiasm for the partnership, stating, “We are excited to partner with Hawthorne as the trusted brand and distribution supplier for their industry-leading product lines.”
