Viagrow Joins Forces with GrowGeneration: A Strategic Move into Big Box Retail and Home Gardening

In a bold and strategic move, GrowGeneration—the largest specialty retailer of hydroponic and organic gardening supplies in the U.S.—has officially acquired Viagrow, a long-standing provider of gardening products to the five largest big-box stores and leading online platforms in the country. This acquisition marks a major step in GrowGen’s evolution, furthering its expansion into the booming home gardening market and strengthening its presence in big-box retail.

Founded in 2003 in Athens, Georgia, Viagrow has spent over two decades building a trusted reputation for high-quality, eco-conscious growing products. Its offerings—which include organic nutrients, growing media, and professional-grade equipment—are widely available through major retailers such as The Home Depot, Walmart, Amazon, Lowe’s, and Tractor Supply Co.

GrowGen’s decision to bring Viagrow under its wing is more than a business deal—it reflects a long-term strategic vision. By entering the home gardening and small-grower market, GrowGen is moving beyond its commercial cultivation roots and tapping into a rapidly expanding consumer segment. The deal also supports GrowGen’s goal of achieving 30%+ gross margins through the continued growth of its proprietary brand portfolio.

Why This Acquisition Matters

There are several key reasons this acquisition stands out:

Expanded Reach: Viagrow’s strong presence in retailers like The Home Depot provides GrowGen with access to a broader customer base, particularly in mainstream home improvement channels. It also enables seamless integration of GrowGen’s product lineup and private-label offerings across multiple retail platforms, driving sales across well-established brands.

Retail and E-commerce Growth: Viagrow’s success in both big-box retail and online marketplaces strengthens GrowGen’s omni-channel strategy and expands its national footprint.

Margin Growth: By leveraging Viagrow’s proprietary product offerings, the acquisition aligns with GrowGen’s focus on higher-margin sales through private-label expansion.

Streamlined Distribution: Viagrow’s existing network provides a scalable platform to grow national partnerships and simplify product access for both B2C and B2B customers.

Strategic Diversification: This move is a clear example of GrowGen’s commitment to diversifying its revenue streams and reinforcing its leadership in the controlled environment agriculture (CEA) sector.

A Message from Viagrow’s Founder

“Viagrow Joins Forces with GrowGeneration to Expand Reach, Deepen Supply Chain, and Deliver Unmatched Value to Gardeners Everywhere”

ATLANTA, GA — “Over the past 27 years, our company has had the privilege of creating and delivering products that support something truly essential—plants. The air we breathe, the food we eat, and the beauty we enjoy all begin with plants. Whether it’s a lawn, a tree, a herb garden, or a single shrub, there’s nothing more rewarding than helping people grow.

Today, we’re incredibly honored to announce that Viagrow has officially joined the GrowGeneration family. This partnership marks an exciting new chapter—one rooted in mutual values, shared vision, and limitless potential.

Together, we’re combining decades of experience with expanded resources, a deeper and more agile supply chain, and best-in-class fulfillment capabilities. With trusted retail partners like The Home Depot, Lowe’s, Amazon, and Tractor Supply Company, our reach is broader and more impactful than ever before.

With more brands, better products, and the full strength of GrowGeneration behind us, the opportunities ahead are boundless. We look forward to cultivating innovation, delivering unmatched value, and continuing to inspire growth—together.”*

— Steve Sevener
Viagrow Founder & VP of Lawn and Garden, GrowGeneration

GrowGeneration’s acquisition of Viagrow is more than a revenue play—it’s a strategic move toward the future of gardening. By integrating Viagrow’s consumer-focused product line with GrowGen’s robust infrastructure and commercial expertise, the company is signaling a bold shift: expanding beyond wholesale and commercial greenhouse cultivation to meet the evolving needs of everyday gardeners. This positions GrowGen to lead across the full spectrum of the gardening industry—from large-scale professionals to passionate home growers.