In short: Rogers (new): #1 brand in every key lawn-and-garden category; the hydroponics detour is over and Hagedorn has stepped down — impressed with new CEO Nate Baxter (multiple in-person meetings) and his refocus on the core plus innovation. ~14x next year's EPS, ~20% discount to private-market value; strong demand, cost cuts and online distribution close the gap.
The lawn-and-garden leader — #1 brand in every key category — lost a decade to a disastrous detour into hydroponics (cannabis-growing gear). That era just ended: longtime CEO Jim Hagedorn stepped down in June, and Rogers has met the new CEO Nate Baxter repeatedly and likes his back-to-basics plan. At ~14 times next year's earnings (a ~20% discount to what Rogers thinks the business is worth), with steady demand, cost cuts and more online selling ahead, it's his kind of unglamorous bargain.
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