City: Penfield, N.Y.

Owners: Larry and Frances Grossman

Website: www.grossmans.com

Size: 20 acres

Years In Business: 25

Number Of Locations: 1

Changes Made To Increase Profitability: Sharpened merchandising of products for faster cross-merchandised sell through; selling products by their expiration date (sell through color before the flower goes by, sell through hardgoods as the season dictates, etc.) to minimize spoilage; negotiating prices and better terms for on-time delivery; revamped advertising strategy for better return on investment.

What Makes Your Garden Center Revolutionary: "When we think about this, what we have to realize is, the answer to the question is not where we have been, but where we want to go. To get there, repeating what we have seen does not always mean success. Our implementation of an idea has to be measured by how our customers react. Through open dialogue and communication we strive to recognize the desired lifestyles of our customers. We move the focus from the business and the products, and replace it with the inspiration and the experience that allows our customers to achieve their vision and the lifestyle they desire and deserve."