AriensCo
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.
- Company typePrivate
- Founded1933
- HeadquartersBrillion, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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).
AriensCo firmographics
Firmographics- 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
AriensCo industry classification
Industry- 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
Where AriensCo is headquartered
LocationHeadquarters
- HQ city
- Brillion
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
AriensCo business model
Business model- 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
- 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
- Parts and Accessories: Genuine OEM parts and accessories sales through RapidCare distribution center, including parts for all AriensCo manufactured equipment
- 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
AriensCo product offering
Product offeringCore 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.
Companies that use AriensCo
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
AriensCo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AriensCo partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Schiller Grounds CarecoreExclusive 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 CompanycoreAlterra 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 FoundationcoreFounded 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 LandscapingcoreBland 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)minorPartnership providing 50% discount on early education and childcare services for AriensCo employees' children and grandchildren. Operated by KinderCare Education.
- AS-MotorcoreAS-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
AriensCo competitors and assessment
Company assessmentDirect 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
AriensCo social profiles
Digital presenceAriensCo financial estimates
Financial estimateRevenue estimate
Valuation estimate
AriensCo leadership team
Management profileNumber of profiles
Profiles3 records
AriensCo subsidiaries and ownership
Company hierarchySubsidiaries4 records
AriensCo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AriensCo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AriensCo
What does AriensCo do?
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.
Is AriensCo a public or private company?
AriensCo is a private company. It is classified as family owned and is currently operating.
When was AriensCo founded?
AriensCo was founded in 1933. It employs 1,001 to 5,000 people.
Where is AriensCo based?
AriensCo is headquartered in Brillion, United States, in the North America region.
How does AriensCo make money?
Three revenue lines are on record. Outdoor Power Equipment Sales are the primary driver. The others are parts and Accessories and aftermarket Parts (Henry's).
Who are AriensCo's main competitors?
Direct peers on record are Scag Power Equipment, The Toro Company, Husqvarna Group, Echo Incorporated, Briggs & Stratton, Textron Specialized Vehicles (Jacobsen), MTD Products / Cub Cadet and STIHL Incorporated. Bad Boy Mowers is listed as an emerging player. Deere & Company (John Deere) is listed as a broad incumbent.
Does AriensCo have an API?
No public API is recorded for AriensCo.
What industry is AriensCo in?
AriensCo's product category is Outdoor Power Equipment. Its primary akta.pro industry code is CRAIADAG, Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers), with a secondary code of CRAIAIAA, Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers). Its NAICS code is 333112 and its SIC code is 3524.