Annual report pursuant to Section 13 and 15(d)

SEGMENTS

v3.22.4
SEGMENTS
 12 Months Ended
Dec. 31, 2022
Segment Reporting [Abstract]  
SEGMENTS SEGMENTSAs discussed in Note 2, at December 31, 2021, the Company had two reportable segments which increased to three at March 31, 2022, based on quantitative and qualitative analyses. The Company now also reports E-commerce as a reportable segment. The Company has three primary reportable segments including retail operations, e-commerce and all other which includes the distribution of proprietary brands to wholesale accounts. The Company has segmented its operations to reflect the manner in which management reviews and evaluates the results of its operations. The structure reflects the manner in which the chief operating decision maker regularly assesses information for decision-making purposes, including the allocation of resources. Shared services and other corporate costs are allocated to individual segments based on that segment's profitability.
Retail: The core of our business strategy is to operate the largest chain of retail garden centers in the U.S. The hydroponic retail landscape is fragmented, which allows us to acquire “best of breed” hydroponic retail operations and leverage efficiencies of a centralized organization. During 2022, the Company acquired or opened 5 new locations and expanded its physical retail presence into 4 new states. Our plan is to continue to acquire, open and operate garden centers and related businesses throughout the U.S. However, in light of persistent difficult market conditions, the Company also closed 8 underperforming retail locations in 2022 and may consider additional store consolidation in 2023. Some of our garden centers have multi-functions, with added capabilities that include warehousing, distribution and fulfillment for our online platforms and direct fulfillment to our commercial customers.

Our retail segment also includes our commercial sales organization, which is focused on selling products and services, including end-to-end solutions, for large commercial cultivators outside of the physical retail network. When a commercial customers gain new cultivation licenses, they need lighting, benching, environmental control systems, irrigation, fertigation and other products to outfit their facilities. Existing facilities also need consumable products for operations, as well as equipment updates from time to time. Commercial customers typically purchase large dollar amounts and sizes of products. We offer commercial customers volume pricing, terms and financing.

E-commerce: Our digital strategy is primarily focused on capturing the home, craft and commercial grower online. GrowGeneration.com offers thousands of hydroponic products, all curated by our product team. GrowGeneration.com offers customers the option to have their orders shipped directly to their locations, anywhere in North America. GrowGeneration also sells its products through its distribution website, HRGdist.com, and online marketplaces such as Amazon and Walmart.

Distribution and other: In December 2020, GrowGeneration purchased the business of Canopy Crop Management Corp., the developer of the popular PowerSi line of monosilicic acid products, a widely used nutrient additive for plants. In March 2021, the Company purchased Charcoir, a line of premium coco pots, cubes and medium. In December 2021, the Company purchased the assets of Mobile Media, Inc. ("MMI"), a mobile shelving and storage solutions developer and manufacturer. In February 2022, the Company purchased the assets of Horticultural Rep Group, Inc. ("HRG"), a specialty marketing and sales organization of horticultural products. The Company is in the process of combining the operations and management of these non-retail enterprises. The products these companies provide are integrated into our retail, e-commerce, and direct sales activities and we receive incremental revenue from the sale of these products.
Disaggregated revenue by segment is presented in the following table:

December 31,
2022 2021 2020
Sales, net
Retail
Private label sales $ 24,712  $ 22,077  $ 1,786 
Non-private label sales 180,807  347,109  176,797 
Total retail 205,519  369,186  178,583 
E-Commerce
Private label sales 1,168  802  — 
Non-private label sales 13,903  35,410  14,482 
Total e-commerce 15,071  36,212  14,482 
Distribution and other
Private label sales 11,026  17,091  300 
Non-private label sales 14,065  —  — 
Commercial fixture sales 32,485  —  — 
Total distribution and other 57,576  17,091  300 
Total $ 278,166  $ 422,489  $ 193,365 

Selected information by segment is presented in the following tables:

December 31,
2022 2021 2020
Sales, net
Retail $ 205,519  $ 369,186  $ 178,583 
E-Commerce 15,071  36,212  14,482 
Distribution and other 57,576  17,091  300 
Total $ 278,166  $ 422,489  $ 193,365 


December 31,
2022 2021 2020
Gross profit
Retail $ 48,804  $ 101,384  $ 47,127 
E-Commerce 3,851  9,876  3,728 
Distribution and other 17,608  6,981  193 
Total $ 70,263  $ 118,241  $ 51,048 
December 31,
2022 2021 2020
Income (Loss) from operations
Retail $ (149,122) $ 13,098  $ 9,264 
E-Commerce (12,589) (975) (999)
Distribution and other (6,164) 2,879  172 
Total $ (167,875) $ 15,002  $ 8,437 

The Company does not evaluate segments by assets as it is not practical and does not inform any of our decision making processes. The chief operating decision maker in the Company neither reviews nor requests this information.