American Lawn Mower

What American Lawn Mower does

American Lawn Mower Co. is a privately held, family-owned outdoor power equipment manufacturer established in 1895 and headquartered at 7444 Shadeland Station Way, Indianapolis, Indiana, with manufacturing operations in Muncie and Shelbyville, Indiana. The company is self-described as the nation's largest manufacturer of manual reel mowers, a heritage product category that uses a scissor-like cutting action of rotating reel blades against a stationary bed knife to produce cleaner cuts than rotary mowers. Core product lines include manual reel mowers (14-20 inch cutting widths, 4-7 blade configurations), corded electric and battery-powered rotary mowers, tillers and cultivators, string trimmers, pole saws, snow throwers, leaf blowers, hedge trimmers, edgers, pressure washers, chipper shredders, and lawn sweepers, marketed across six brands: American Lawn Mower, Great States, Earthwise, Scotts, Radius Garden Tools, Root Assassin, and Pronk! Pets.

The underlying technology centers on mechanical reel-cutting systems, tempered alloy steel blade construction, ball bearing reel assemblies, and brushless motor integration across 20V, 40V, and 58V lithium-ion battery platforms. The company holds dozens of design and utility patents and owns a multi-voltage accessory ecosystem (batteries, chargers, sharpening kits, grass catchers). Revenue is generated entirely through one-time hardware sales, with no subscription or recurring revenue streams, at price points ranging from $19.99 for sharpening kits to $584.99 for premium 22-inch 40V snow throwers.

The go-to-market motion is hybrid: products are sold through every major U.S. retail chain (Amazon, Lowe's, Walmart, Home Depot, Menards, Ace Hardware, Northern Tool) and thousands of independent garden centers, nurseries, and hardware stores, while direct-to-consumer sales are run through the American Lawn Mower Shopify storefront. Customer segments are horizontal and consumer-focused, addressing residential homeowners, eco-conscious consumers seeking noise- and emission-free alternatives to gas mowers, and home gardeners. The company is actively operating with no disclosed institutional ownership, no funding rounds, and no public listing.

Name

American Lawn Mower

Legal name

American Lawn Mower Co.

Website

https://americanlawnmower.com

Company type

Private

Founded year

1895

Operating status

Operating

Short description

American Lawn Mower Co. is a privately held, family-owned outdoor power equipment manufacturer founded in 1895, producing manual reel mowers, corded electric, and battery-powered lawn and garden tools across multiple brands for residential homeowners and home gardeners via major U.S. retail chains and direct e-commerce.

Ownership category

akta.pro rank

Product category

Outdoor Power Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Outdoor Power Equipment Retailers (444230)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Building Materials, Hardware, Garden Supply (5200)

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

• Manual reel mowers
• Electric lawn mowers
• Outdoor power equipment
• Lawn garden tools
• Cordless yard equipment

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Primary revenue from selling outdoor power equipment including manual reel mowers, corded electric tools, and battery-powered outdoor equipment. Products sold at various price points from entry-level to premium.
2. Accessories and Parts: Revenue from batteries, chargers, sharpening kits, grass catchers, and replacement parts for outdoor power equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels5 records

Core offering

American Lawn Mower Company manufactures, assembles, and distributes a broad portfolio of manual reel mowers, cordless electric and gas-powered walk-behind lawn mowers, tillers and cultivators, string trimmers, pole saws, snow throwers, leaf blowers, hedge trimmers, edgers, pressure washers, chipper shredders, lawn sweepers, shrub shears, batteries, chargers, and sharpening kits. The company sells products under multiple owned and licensed brands including American Lawn Mower, Great States, Earthwise, Scotts, Radius Garden Tools, Root Assassin, and Pronk! Pets, and operates manufacturing facilities in Muncie and Shelbyville, Indiana, with corporate headquarters in Indianapolis.

Product overview

American Lawn Mower Co. operates as a multi-brand outdoor power equipment manufacturer and retailer established in 1895, headquartered in Indianapolis, Indiana. The company offers a comprehensive portfolio of manual, corded electric, and battery-powered lawn and garden equipment across its house brand (American Lawn Mower) and sub-brands (Earthwise, Scotts, Great States, Radius Garden Tools, Pronk! Pets). The product line centers on manual reel mowers (the company's heritage product, claimed as the nation's largest manufacturer) and has expanded to include powered lawn mowers, tillers/cultivators, string trimmers, pole saws, snow throwers, leaf blowers, hedge trimmers, edgers, pressure washers, chipper shredders, and lawn sweepers. Earthwise serves as the primary battery-powered platform brand with 20V, 40V, and 58V lithium-ion systems, while accessories include sharpening kits, grass catchers, and replacement batteries/chargers across all voltage tiers. Products are sold through major retail channels (Amazon, Lowe's, Walmart, Home Depot, Menards) and direct-to-consumer via americanlawnmower.com.

Differentiator

Problem solved

Functional benefit

Brands

• Earthwise: Power tools brand including corded, electric, and battery-operated outdoor power equipment
• Great States
• Radius Garden Tools
• Root Assassin
• Pronk! Pets

Products and services

• Reel Mowers (American Lawn Mower brand)

Quantifiable outcome

• Reel mowers weigh between 19 pounds and 39 pounds depending on size
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Great States CorporationcoreStrategic or Co-development PartnerAmerican Lawn Mower Company acquired Great States Corporation in Shelbyville in 1936. Great States also produced reel lawn mowers. The merging of these two companies has continued to stand strong and is credited as a major reason why American Lawn Mower still exists today.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Scotts Miracle-Gro: Scotts licenses its brand to American Lawn Mower for outdoor power equipment and is the most direct comparable on reel mowers specifically. Scotts-branded manual reel mowers, corded tillers, trimmers, and leaf blowers are manufactured and sold by ALMC under this brand.
• Greenworks Tools: Pure-play battery-powered outdoor equipment manufacturer selling mowers, trimmers, blowers, and snow throwers across Home Depot, Lowe's, and Amazon. Direct rival to ALMC's Earthwise battery platform on performance, voltage, and price.
• EGO (Chervon North America): Leading battery outdoor power equipment brand with 56V ARC Lithium platform sold at Lowe's and Home Depot. Competes head-to-head with ALMC's Earthwise 58V platform on premium battery mower and tool categories.

Broad incumbents

• Husqvarna Group: Global outdoor power equipment leader selling lawn mowers, robotic mowers, and battery tools through major retailers. Directly competes with ALMC's powered lawn mowers, trimmers, and snow throwers across the same retail channels.
• Toro Company: Established US manufacturer of residential and commercial mowers, trimmers, blowers, and snow throwers. Competes with ALMC across powered lawn mowers, tillers, and snow throwers at big-box retailers nationwide.
• John Deere (Residential): Iconic outdoor equipment brand with a residential lawn mower and compact tractor lineup sold at Home Depot and independent dealers. Direct competitor to ALMC in powered lawn mowers and riding mower categories.
• STIHL: Premium outdoor power equipment manufacturer known for trimmers, chainsaws, and blowers, sold through an independent dealer network. Comparable to ALMC on string trimmers, pole saws, and hedge trimmers.
• Stanley Black & Decker (Craftsman / Black+Decker): Owns the Craftsman and Black+Decker outdoor tool brands, with corded and cordless mowers, trimmers, and snow throwers at Walmart, Lowe's, and Home Depot. Direct competitor across ALMC's powered product categories.

Others

• Fiskars Group: Major garden hand tool brand including shovels, pruners, and cultivators. Direct competitor to ALMC's Radius Garden Tools brand for ergonomic garden hand tools in retail channels.

Emerging players

• Sun Joe: Snow Joe brand sells electric and battery-powered snow throwers, pressure washers, and tillers direct-to-consumer and at major retailers. Closely comparable to ALMC on corded electric and battery snow throwers and tillers at value price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCupeGBwncIHaibgkE0GKxnQ
• Facebookfacebook.com/TheAmericanLawnMowerCo
• LinkedInlinkedin.com/company/the-great-states-corporation-dba-american-lawn-mower-co-

Revenue estimate

Valuation estimate

Number of profiles

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 American Lawn Mower