GrowGeneration Corp (NASDAQ: GRWG) is a specialty retail and distribution company that operates hydroponic and organic garden centers alongside a commercial storage solutions business. The company makes money through transactional sales of hydroponic supplies, proprietary branded products, and customized benching, racking, and storage systems. Incorporated in Colorado in 2014, GrowGeneration built its Cultivation and Gardening segment by consolidating assets across the fragmented hydroponics retail industry, and added its Storage Solutions segment through the Mobile Media (MMI) brand, which serves customers across the U.S., Canada, and Mexico. In July 2024, the company announced a restructuring plan that included closing 19 retail locations, workforce reductions, and a shift toward proprietary brands, commercial sales, and e-commerce. Proprietary brand products carry higher gross margins than third-party products, and consumable products carry higher margins than durables. CEO Darren Lampert, one of the company's founders, signed the 10-K filed March 20, 2026.

Revenue model

Transactional retail and direct sales across two segments: Cultivation and Gardening (hydroponic supplies, proprietary branded nutrients, substrates, lighting, irrigation) and Storage Solutions (customized high-density mobile storage systems, static shelving, and accessories sold with turnkey installation services under the Mobile Media/MMI brand).

Products and services

Cultivation and Gardening segment: hydroponic growing systems, coir substrates, nutrients, irrigation parts, lighting components, and organic gardening products, including proprietary branded lines. Storage Solutions segment (branded Mobile Media/MMI): high-density mobile storage systems, static shelving, desks, lockers, safes, secured storage, and services including site surveys, floor plan design, capacity analysis, seismic calculations, permitting, and installation.

Customers and end markets

Cultivation and Gardening: small, mid-size, and large cannabis and controlled environment agriculture (CEA) growers. Storage Solutions: retailers, general contractors, architects, fulfillment center operators, golf and country clubs, hospitality, food service, office and administrative users, and CEA operators needing vertical or rolling benching.

Value-chain role

Specialty retailer and distributor sitting between manufacturers and end-use growers or commercial storage buyers. Sources proprietary branded inputs (coir substrates, nutrients, irrigation parts, lighting components) from suppliers in India, Mexico, China, and other countries. Operates pick, pack, and ship distribution and fulfillment capabilities alongside physical retail locations.

Geographic exposure

Primary operations in the United States, with MMI Storage Solutions projects also completed in Canada and Mexico. Proprietary product components sourced internationally from India, Mexico, China, and other jurisdictions.

Source: SEC 10-K, filed 2026-03-20

Industry: Retail-Building Materials, Hardware, Garden Supply Peers: Floor & Decor Holdings Inc Home Depot Inc LL Flooring Holdings, Inc. Lowe's Companies Inc Tile Shop Holdings Inc