GrowGeneration Announces International Expansion with Distribution Agreement Across the European Union and Footprint in Costa Rica

Rhea-AI Summary

GrowGeneration (NASDAQ: GRWG), the largest specialty retailer of hydroponic and organic gardening products in the US, has announced a significant international expansion through two key initiatives. First, the company has partnered with V1 Solutions, a Macedonia-based firm, to distribute its proprietary product lines across the European Union. The expansion targets key markets including Germany, Portugal, Malta, Luxembourg, Netherlands, Czech Republic, Greece, and Macedonia, capitalizing on the evolving cannabis legalization landscape. Second, GrowGen has established a presence in Costa Rica, marking its entry into Central America where over 50 hemp and cannabis production licenses have been issued in the past year. The company will offer its proprietary brands including Drip Hydro, Char Coir, Ion Lighting, Power Si, and The Harvest Company to commercial cultivators, garden centers, and licensed operators in these regions.

Positive

• Strategic expansion into multiple European markets with established cannabis frameworks
• Entry into Costa Rica provides gateway to Central American market
• Partnership with V1 Solutions provides immediate access to commercial cultivators across Europe
• Expansion leverages existing proprietary product lines requiring minimal additional investment
• Targeting markets with recent cannabis legalization and growing commercial potential

Negative

• International expansion may require significant resources and management attention
• Success depends on evolving regulatory frameworks in target markets
• Competition from established local and regional suppliers in new markets

Insights

Business Strategy Expert

GrowGen's international expansion into EU and Costa Rica positions the company at the forefront of emerging cannabis markets with significant growth potential.

GrowGeneration's expansion into the European Union and Costa Rica represents a strategic pivot toward international markets where cannabis legalization is rapidly evolving. The distribution agreement with Macedonia-based V1 Solutions provides GrowGen with immediate access to commercial cultivators across Europe without the capital-intensive investment of establishing physical retail locations.

The timing is particularly astute, as the company is targeting countries with recent or pending cannabis reform. Germany's 2024 legalization of recreational cannabis creates substantial demand for cultivation equipment, while Portugal's position as an EU-GMP certified cultivation hub offers access to the broader European medical cannabis export market. The addition of Malta, Luxembourg, Netherlands, Czech Republic, Greece, and Macedonia creates a comprehensive European footprint.

This expansion leverages GrowGen's existing proprietary brands (Drip Hydro, Char Coir, Ion Lighting, Power Si, and The Harvest Company), suggesting higher margin potential than their retail operations. By positioning as a supplier to commercial cultivators, garden centers, and licensed operators, GrowGen is targeting the B2B segment where larger, more consistent orders are likely.

The Costa Rica expansion is equally strategic, serving as an entry point to Central America where the government has issued over 50 cannabis and hemp production licenses in the past year. This could establish GrowGen as the preferred supplier in an emerging cultivation market with favorable growing conditions.

What's most significant is how this diversification reduces GrowGen's dependence on the North American market while positioning it to benefit from the early stages of cannabis industry development in new regions—potentially capturing market share before competitors establish themselves. The approach of partnering with local distributors who have existing relationships minimizes entry costs while accelerating market penetration.

DENVER, June 10, 2025 (GLOBE NEWSWIRE) -- GrowGeneration Corp. (NASDAQ: GRWG) (“GrowGen” or the “Company”), the nation’s largest specialty retailer of hydroponic and organic gardening products, today announced it has entered into a distribution agreement with V1 Solutions, a Macedonia-based company that will act as GrowGen’s sales and marketing partner for its proprietary product lines throughout the European Union. Additionally, the Company announced the distribution of its proprietary products in Costa Rica, making its products available to cultivators in Central America.

Targeted EU Expansion Driven by Evolving Cannabis Landscape
V1 Solutions has developed and maintains key strategic relationships with commercial cultivators across the European region. This agreement enables GrowGen to meet the growing demand for advanced cultivation products that comply with evolving regulatory and quality standards as cannabis reform accelerates across the European Union.

Target markets include:

• Germany, where recreational cannabis was legalized in 2024, unlocking significant commercial and medical cultivation potential.
• Portugal, a leading exporter of medical cannabis to the EU and a hub for EU-GMP-certified cultivation.
• Malta and Luxembourg, which have enacted progressive cannabis reform and are scaling their domestic cultivation industries.
• The Netherlands, launching pilot adult-use programs with government-licensed growers.
• Czech Republic and Greece, where updated regulatory frameworks are attracting major cultivation investments.
• Macedonia, as a strategic Balkan hub supporting EU-facing cannabis production.
• Uruguay, a pioneer in cannabis legalization, opening doors for broader South American market expansion.
  

GrowGeneration will supply commercial cultivators, garden centers, and licensed operators in these countries with its proprietary brands—Drip Hydro, Char Coir, Ion Lighting, Power Si, and The Harvest Company—designed by growers for growers.

Costa Rica: Gateway to Central American Expansion
GrowGen has also launched its proprietary brands in Costa Rica, whose government has issued over 50 licenses for hemp and cannabis production during the past year. The country’s favorable growing conditions and developing export infrastructure make it a key growth market in Central America.

“As legalization advances, the EU and Costa Rica are rapidly becoming some of the most promising cannabis cultivation markets in the world,” said Darren Lampert, GrowGen’s Co-Founder and Chief Executive Officer. “We are thrilled to bring our proven product lines to professional growers across Europe and Central America, who are seeking yield-maximizing, cost-effective solutions backed by North American cultivation expertise.”

International Expansion Strategy
GrowGen is actively exploring additional markets in Eastern Europe and Latin America, consistent with its strategy to serve high-growth regions through local partnerships and product education. GrowGeneration’s international expansion activities align with its. The Company’s international sales infrastructure, regulatory expertise, and strong distribution network position it to capitalize on the cannabis cultivation boom in regions where legalization continues to advance.

About GrowGeneration Corp:
GrowGen is the nation’s largest specialty hydroponic and organic gardening retailer. GrowGen carries and sells thousands of products, such as nutrients, additives, growing media, lighting, environmental control systems, and benching and racking, including proprietary brands such as Charcoir, Drip Hydro, Power Si, Ion lights, The Harvest Company, and more. The Company also operates an online superstore for cultivators at growgeneration.com, as well as a wholesale business for resellers, and a benching, racking, and storage solutions business, Mobile Media or MMI.

To be added to the GrowGeneration email distribution list, please email GrowGen@kcsa.com with GRWG in the subject line.

Forward Looking Statements:
This press release may include predictions, estimates or other information that might be considered forward-looking within the meaning of applicable securities laws. While these forward-looking statements represent current judgments, they are subject to risks and uncertainties that could cause actual results to differ materially. You are cautioned not to place undue reliance on these forward-looking statements, which reflect opinions only as of the date of this release. Please keep in mind that the Company does not have an obligation to revise or publicly release the results of any revision to these forward-looking statements in light of new information or future events. When used herein, words such as “look forward,” “expect,” “believe,” “anticipate,” “estimate,” or variations of such words and similar expressions are intended to identify forward-looking statements. Factors that could cause actual results to differ materially from those contemplated in any forward-looking statements made by us herein are often discussed in filings made with the United States Securities and Exchange Commission, available at: www.sec.gov, and on the Company’s website, at: www.growgeneration.com.

Contacts:
KCSA Strategic Communications
Philip Carlson
Managing Director
T: 212-896-1233
E: GrowGen@kcsa.com

FAQ

What is GrowGeneration's (GRWG) European expansion strategy?

GrowGen is partnering with V1 Solutions to distribute its proprietary product lines across the EU, targeting markets with progressive cannabis frameworks including Germany, Portugal, Malta, Luxembourg, Netherlands, Czech Republic, and Greece.

Which countries is GRWG expanding to in 2025?

GrowGeneration is expanding into multiple European Union countries through V1 Solutions and establishing operations in Costa Rica for Central American market access.

What products will GrowGeneration sell in Europe?

GrowGen will supply its proprietary brands including Drip Hydro, Char Coir, Ion Lighting, Power Si, and The Harvest Company to commercial cultivators, garden centers, and licensed operators.

Why did GRWG choose Costa Rica for expansion?

Costa Rica was chosen due to its favorable growing conditions, developing export infrastructure, and recent issuance of over 50 hemp and cannabis production licenses.

How will GrowGeneration distribute products in Europe?

GrowGen will distribute products through a partnership with V1 Solutions, a Macedonia-based company that will act as their sales and marketing partner throughout the European Union.