GrowGeneration Acquires Viagrow to Expand Retail Reach
Slice of Agriculture Team
Jun 12, 2025
Key highlights
- GrowGeneration acquires Viagrow, enhancing its footprint in home gardening and mass retail.
- Accretive to gross margin in FY2025, supporting 30%+ margin goal through private-label expansion.
- Expands omni-channel reach, bolstering e-commerce and Amazon performance.
- Facilitates national retail partnerships, accelerating proprietary brand growth.
Notable Quote
“ Our acquisition of Viagrow marks a transformational step for GrowGen as we expand beyond commercial cultivation and into the rapidly growing home gardening and big box retail sectors. This transaction supports our strategy to drive higher-margin growth through proprietary brands while broadening our customer base across multiple channels. Viagrow’s presence in mass retail and leading online marketplaces enhances our market reach and sales opportunities. We are excited to welcome the Viagrow team to GrowGen as we continue building long-term value for our shareholders. ”
Darren Lampert, Co-Founder and Chief Executive Officer at GrowGeneration Corp
Why This Matters
GrowGeneration's acquisition of Viagrow underscores a strategic pivot toward the booming home gardening market and mass retail channels. As consumer interest in sustainable and home-based cultivation grows, this move positions GrowGen to capture new revenue streams and diversify beyond its traditional commercial cultivation base. The acquisition also aligns with broader industry trends favoring controlled environment agriculture (CEA) and supports GrowGen’s focus on enhancing profitability through proprietary brands and e-commerce dominance. This strategic expansion is expected to create long-term value and fortify GrowGen’s leadership in the hydroponics and gardening retail sector.
