Foster & Gallagher Inc., Peoria, IL, the horticultural direct marketer, has launched gardensolutions.com. The first round of financing for the new venture includes $10 million from Brand Equity Ventures, Greenwich, CT, and General Catalyst LLC, Boston, MA.
Among the assets Foster & Gallagher brings to the joint venture are: access to 4 million active gardening customers from Foster & Gallagher’s branded companies; use of its back end fulfillment, sourcing, and product; advertising on the company’s more than 300 million branded direct mailings a year; and a partnership with the National Gardening Association to provide a online database of horticulture articles, gardening tips, and answers to 17,000 frequently asked questions; among other company related benefits.
Network
