Flying under the radar! This is one “craic-ing” business. Very low key. Very successful. Very cool. Our class visited Growco on a cold night in February and was blown away. Jay Lawrence is the man!
Growco is a locally owned business that has been around for eleven years. This business is a hobbyist store targeting indoor gardeners as well as outdoor organic gardeners. Their target market is males between the ages of 20-45 for indoor gardening, and mostly females for outdoor organic gardening. They are one of 4-6 businesses like this in Michigan, but differentiate themselves by offering a good selection in product, price point, superior customer service, and a strong knowledge and background in this industry. About 60% of their business is done online, and the average order is between $150-$175. They attempt to increase Internet sales by offering free shipping with any order greater than $250. Marketing is key in this industry. Growco uses radio, cable, and “rag mag” advertisements.
They have contributed to the community, which is a positive for the business. They give away free basil to any one who comes in, and to local restaurants. They also donated a hydrophobic wheel to a local school.