John Fothergill and David Carey have been appointed joint managing directors of Mr Fothergill's with immediate effect following the retirement of their respective fathers Jeff Fothergill and Brian Carey who founded the company in 1978.
Mr Fothergills, a seed and young plant company based in Kentford, Suffolk remains family-owned.
Both men have worked for Mr Fothergills for several years, where John Fothergill is mail order and export director and David Carey is retail sales director.
John Fothergill said: "Jeff and Brian have now bowed out and are looking to David and me to build on their hard work and commitment in the years ahead. We are both relishing the challenge".
Other brands within the group include Johnsons, D. T. Brown and Woolmans.
Jeff Fothergill stays on as chairman while both he and Brian Carey remain major shareholders. Brian continues as managing director of the wholly-owned greeting cards subsidiary Abacus Cards.