AriensCo

What AriensCo does

AriensCo is a privately held, family-owned manufacturer of outdoor power equipment founded in 1933 in Brillion, Wisconsin, now in its fourth and fifth generation of Ariens-family leadership. The company designs, manufactures, and distributes snow throwers, lawn mowers, zero-turn mowers, job site vehicles, and related turf maintenance equipment through a multi-brand portfolio including Ariens, Gravely, AS-Motor, and Schiller-partnered brands (Classen, Little Wonder, Mantis). Supporting the hardware offering is the RapidCare service division, which combines parts distribution (Shepherdsville, KY), a 600,000 sq ft distribution center (Kenosha, WI), a dedicated call center, the Francis Ariens Service School for technician training, and a Product Verification Center for quality testing; Henry's Aftermarket Parts extends the aftermarket ecosystem for dealers and landscapers. Recent product lines include the Gravely Pro-Turn EV electric mower powered by FusionCore battery technology.

The company employs more than 1,700 people across manufacturing and distribution operations in the US, with additional wholly-owned entities in the UK and Scandinavia. AriensCo generates revenue primarily through hardware sales of equipment and OEM parts via a global authorized dealer network spanning North America, Europe (Germany, Austria, Italy, Spain, Portugal, Netherlands, Croatia, UK, Sweden), Australia, China, and Canada. Pricing is quote-based through dealers for equipment and direct via ariens.com and gravely.com for parts; revenue figures are not publicly disclosed. Customer segments include professional landscapers, residential homeowners, municipalities, golf courses and sports facilities, ski resorts, and construction firms (e.g., Gravely Atlas JSV deployments at Miron Construction). Distribution is reinforced by an exclusive 2026 U.S. sales partnership with Schiller Grounds Care that added Classen, Little Wonder, and Mantis to the dealer product mix, and by brand-led marketing through the Out Working magazine, social channels, and sponsorships (U.S. Biathlon Team, Ariens Nordic Center).

Name

AriensCo

Legal name

Ariens Company

Website

https://ariensco.com

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

AriensCo is a family-owned manufacturer of outdoor power equipment founded in 1933, producing snow throwers, lawn mowers, zero-turn mowers, and job site vehicles under the Ariens, Gravely, and AS-Motor brands, sold through a global dealer network serving homeowners, landscapers, and municipalities.

Ownership category

akta.pro rank

Product category

Outdoor Power Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Outdoor power equipment
• Commercial lawn mowers
• Snow throwers
• Zero-turn mowers
• Landscaping equipment

Headquarters

HQ city

Brillion

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Outdoor Power Equipment Sales: Sale of outdoor power equipment including snow throwers, lawn mowers, zero-turn mowers, and commercial equipment under Ariens and Gravely brands
2. Parts and Accessories: Genuine OEM parts and accessories sales through RapidCare distribution center, including parts for all AriensCo manufactured equipment
3. Aftermarket Parts (Henry's): Henry's Aftermarket Parts business launched to streamline the process for dealers and landscapers to obtain replacement parts

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

AriensCo manufactures outdoor power equipment including snow throwers, lawn mowers, zero-turn mowers, job site vehicles, and garden tillers under multiple brands such as Ariens, Gravely, and AS-Motor. The company serves both residential homeowners and professional landscaping/commercial users through an authorized dealer network, complemented by direct e-commerce sales of parts and accessories and a dedicated service division called RapidCare.

Product overview

AriensCo is a multi-brand outdoor power equipment manufacturer offering a comprehensive portfolio of consumer and commercial products. The core offerings include Ariens Sno-Thro® snow throwers and Ariens® lawn and garden equipment for residential use, alongside Gravely® commercial equipment including zero-turn mowers and job site vehicles (JSVs) for professional landscapers. AS-Motor® provides high grass and slope mowing equipment. RapidCare™ is a dedicated service division for parts, support, and dealer assistance. The portfolio is unified under family ownership dating to 1933, with recent expansion through the Schiller Grounds Care partnership adding Classen®, Little Wonder®, and Mantis® brands.

Differentiator

Problem solved

Functional benefit

Brands

• Ariens Sno-Thro: Snow throwers for residential and commercial use, known as the 'King of Snow'
• Ariens Lawn
• RapidCare
• AS-Motor
• Classen
• Little Wonder
• Mantis

Products and services

• Ariens Sno-Thro® Snow Throwers Snow throwers (snow blowers) for residential and commercial snow removal, marketed under the 'King of Snow' brand identity.
• Ariens Lawn and Garden Equipment Residential lawn mowers, lawn tractors, and garden equipment including walk-behind mowers and the first American-made garden tiller.
• Gravely Commercial Zero-Turn Mowers Commercial-grade zero-turn mowers for professional landscapers, including the Pro-Turn, Compact-Pro, AXIS 100, and ZT product lines.
• Gravely Atlas JSV (Job Site Vehicles) Job site vehicles (JSVs) for hauling materials, tools and workers on commercial job sites, with cargo bed capacities up to 2,000 lbs across the 3000 and 6000 model lines.
• Gravely Pro-Turn EV Electric Mower Electric commercial zero-turn mower powered by FusionCore battery technology, designed for quieter, emissions-free turf maintenance.
• AS-Motor High Grass and Slope Mowers Professional mowing equipment for high grass and steep slope applications, brought into the AriensCo family of brands through acquisition.
• Gravely Pro-QXT® Tractor Two-wheeled walk-behind tractor with a quick-attach system enabling year-round use across mowing, snow removal, and other grounds-care tasks via interchangeable attachments.
• RapidCare Service and Parts Dedicated service and support division providing OEM parts distribution, expert call center support, trained field service technicians, and warranty service for dealers and end users.
• Henry's Aftermarket Parts Aftermarket parts business launched to streamline the process for dealers and landscapers to obtain replacement parts.

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Schiller Grounds CarecoreChannel Partner/ Reseller/ Distributor · 4 May 2026Exclusive U.S. sales partnership expanding reach for Ariens, Classen, Gravely, Little Wonder, and Mantis brands. New collaboration enables expanded distribution coverage across multiple product categories in the outdoor power equipment market.
• Alterra Mountain CompanycoreChannel Partner/ Reseller/ Distributor · 7 January 2026Alterra Mountain Company named Ariens as its official snow removal and lawn care equipment provider. Ariens Sno-Thro equipment clears paths at Deer Valley Resort in Utah and Sugarbush Resort in Vermont.
• Ariens FoundationcoreOthers · 2 January 2019Founded by Francis Ariens in 1967, the foundation provides scholarships for Wisconsin youth and STEM education support. Invested over $3 million in local education including $1.2 million in STEM programs.
• Bland LandscapingcoreChannel Partner/ Reseller/ Distributor · 11 September 2018Bland Landscaping uses Ariens and Gravely machines exclusively. Kurt Bland, President and CEO, worked personally during a snowstorm to clear customer sidewalks, demonstrating product reliability.
• Brillion Early Learning Center (KinderCare Education)minorOthersPartnership providing 50% discount on early education and childcare services for AriensCo employees' children and grandchildren. Operated by KinderCare Education.
• AS-MotorcoreStrategic or Co-development PartnerAS-Motor brought into AriensCo family of worldwide brands. AS-Motor specializes in high grass and slope professional mowing equipment, expanding product portfolio for demanding terrain applications.

Scale indicators6 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Scag Power Equipment: Specialist manufacturer of commercial zero-turn mowers competing head-to-head with Gravely in the professional landscaping segment. Useful comparable for commercial-mower margin economics.
• The Toro Company: Public competitor with overlapping residential and commercial lawn mowers, snow blowers, and zero-turn equipment. Most direct comparable in product mix and dealer-channel distribution; the anchor comp for OPE private market positioning.
• Husqvarna Group: Global OPE manufacturer across residential and professional segments with similar dealer-channel economics. Closely matches AriensCo in lawn care and forestry-adjacent equipment categories.
• Echo Incorporated: Manufacturer of handheld and professional outdoor power equipment. Competes directly with Ariens and Gravely product lines in commercial and residential channels.
• Briggs & Stratton: Engine manufacturer and OPE producer with overlapping commercial and residential lawn equipment lines. Comparable scale and dealer relationships to AriensCo.
• Textron Specialized Vehicles (Jacobsen): Through the Jacobsen and E-Z-GO brands, Textron serves the commercial turf and golf course maintenance market. Overlaps with Gravely in commercial/professional turf equipment.
• MTD Products / Cub Cadet: Major competing OPE manufacturer of residential and commercial mowers, zero-turns, and garden equipment under Cub Cadet, Troy-Bilt, and other brands. Closely comparable portfolio to AriensCo.
• STIHL Incorporated: Direct competitor in handheld and professional outdoor power equipment, distributed through an independent dealer network. Comparable channel structure and product categories to Ariens and Gravely.

Emerging players

• Bad Boy Mowers: Specialty zero-turn mower manufacturer growing share in the commercial and premium residential categories. Overlaps with Gravely's core zero-turn line.

Broad incumbents

• Deere & Company (John Deere): Massively larger incumbent with extensive turf, compact utility, and outdoor equipment portfolio. Overlaps with AriensCo in commercial mowing but competes from a much broader platform with greater R&D and dealer resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ariensco
• Facebookfacebook.com/AriensCo
• Instagraminstagram.com/ariensco

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AriensCo