Company Background
“Smith & Hawken is the premier authority in outdoor living, dedicated to providing products distinguished by authenticity, style and above all, fine craftsmanship” (Smith & Hawken, 2007). The channels used by Smith & Hawken include catalog, retail, and the internet. Dave Smith and Paul Hawken started in 1979 as a mail order company, providing a means for the consumer to obtain high-quality garden tools. In 1982, Smith & Hawken’s first retail location opened in Mill Valley, California. Today their products are sold at 61 retail stores located in 23 states and through its catalog, Internet site and select high-end independent garden centers (Lee, 2006).
The Scotts Miracle-Gro Company acquired Smith & Hawken back in late 2004. With the infusion of new capital, resources, and business strategies have resulted in some significant changes for Smith and Hawken’s division. Three new redesigned stores opened in 2006, and a fourth scheduled to open in spring......
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