Snapper
Snapper manufactures residential outdoor power equipment — riding mowers, zero-turn mowers, walk mowers, pressure washers, generators, and an 82V lithium-ion cordless tool platform — serving homeowners and landscape professionals via dealers, Menards, Walmart, and online parts channels as a brand owned by Briggs & Stratton since 2004.
- Company typePrivate
- Founded1951
- HeadquartersMcdonough, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Snapper does
Snapper is a 70-year-old American outdoor power equipment brand, founded in 1951 by William R. Smith and acquired by Briggs & Stratton, LLC in 2004. The company manufactures and distributes residential lawn care and snow removal equipment — including riding lawn mowers, zero-turn mowers, walk-behind push and self-propelled mowers, pressure washers, portable generators, and a broad 82V lithium-ion cordless tool platform spanning 16+ products (mowers, hedge trimmers, leaf blowers, string trimmers, pole saws, chainsaws, utility carts). Core proprietary technologies include HI VAC deck bagging, Load Sensing power adjustment, SmartCut battery management, POWERflow+ pressure washer output, and brushless motors delivering lower noise and vibration versus comparable gas equipment. Products are powered primarily by Briggs & Stratton engines and batteries; the 82V platform allows cross-tool battery interoperability.
The business operates as a subsidiary brand rather than an independent entity; standalone revenue, headcount (disclosed 11-50), and financials are not separately reported. Revenue is generated principally through unit hardware sales across gas and battery lines plus aftermarket parts and accessories, sold via an authorized dealer network, mass-market retail partnerships (Menards for gas products and regional strength; Walmart for 60V battery products), and a direct-to-consumer online parts store on the parent's site. Customer segments are residential homeowners (primary) and landscape professionals (primary), with light-commercial walk mowers targeting the latter group.
Geographic reach spans the U.S. and Canada as core markets, with international distribution through independent regional distributors in the Caribbean, South America (Brazil, Argentina, Venezuela), Asia (Japan), and Europe. The company has issued multiple product recalls between 2018 and 2019 affecting both gas riding mowers and cordless chainsaws, signaling operational quality-control exposure. Strategic activity includes a 2021 brand visual refresh and ongoing extension of the 82V cordless ecosystem to compete with battery-focused entrants in the residential outdoor power equipment category.
Snapper firmographics
Firmographics- Name
- Snapper
- Legal name
- Briggs & Stratton, LLC
- Website
- https://snapper.com
- Company type
- Private
- Founded year
- 1951
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Snapper manufactures residential outdoor power equipment — riding mowers, zero-turn mowers, walk mowers, pressure washers, generators, and an 82V lithium-ion cordless tool platform — serving homeowners and landscape professionals via dealers, Menards, Walmart, and online parts channels as a brand owned by Briggs & Stratton since 2004.
- Ownership category
- akta.pro rank
Snapper 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, Blowers) (CRAIAIAA)
- akta.pro secondary industries
- Fleet/Vehicle & Equipment Exterior Washing (Residential/Light Commercial) (HSAEAMAL), Outdoor Lighting & Power (Headlamps, Batteries, Solar) Retail (CRAMAAAG)
Keywords
Where Snapper is headquartered
LocationHeadquarters
- HQ city
- Mcdonough
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Snapper business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Hardware Sales: Snapper generates revenue through the sale of outdoor power equipment including riding lawn mowers, zero turn mowers, walk mowers, pressure washers, portable generators, and battery-powered lawn and garden tools. Products are sold through dealers, retailers, and online channels. Attachments and accessories (dump carts, mulching kits, snow blower attachments, grass catchers) provide additional revenue opportunities. Replacement parts and service also contribute to revenue through the online parts store and dealer service departments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product pricing varies by type - walk mowers, riding tractors, zero turn mowers, pressure washers, generators, and battery-powered tools each have distinct price points based on features and power capacity. |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Snapper product offering
Product offeringCore offering
Snapper manufactures and sells residential outdoor power equipment including gas and battery-powered riding lawn mowers, zero turn mowers, walk-behind push and self-propelled mowers, 82V lithium-ion cordless handheld tools, portable generators, and pressure washers. The company also offers a full range of attachments and accessories, plus OEM replacement parts through an online parts store, serving homeowners and landscape professionals through dealers, major retailers, and international distributors.
Product overview
Snapper is an outdoor power equipment manufacturer offering a diversified portfolio of gas and battery-powered products. The core lineup includes riding lawn mowers (T42 tractor, 360Z XT zero turn), walk-behind push/self-propelled mowers (HI VAC bagging series, NINJA mulching series, commercial walk mowers), and the 82-Volt lithium-ion cordless system spanning 16+ tools including mowers, hedge trimmers, leaf blowers, string trimmers, pole saws, chainsaws, and utility carts. The Snapper XD 82V battery platform provides interoperability across all cordless tools. Additional offerings include portable generators, pressure washers, and a full range of attachments/accessories (snow blowers, dump carts, grass catchers, mulching kits) for riding mowers and tractors. Products are powered primarily by Briggs & Stratton engines and are sold through dealers, retailers (including Menards and Walmart), and an online parts store.
Differentiator
Problem solved
Functional benefit
Brands
- Snapper XD: Battery-powered lawn and garden product system featuring 82-volt lithium-ion technology including mowers, trimmers, chainsaws, hedge trimmers, leaf blowers, pole saws, and utility carts.
- Snapper Hi Vac
- Snapper Ninja
Products and services
- T42 Riding Lawn Mower Front-engine riding mower with 42-inch fabricated steel deck, powered by a Briggs & Stratton engine with Hydro-Gear transmission, designed for residential lawn care.
- 360Z XT Zero Turn Mower
- Portable Generators
- Pressure Washers
- HI VAC Series Push Mowers
- NINJA Lawn Mower
- Commercial Walk Mowers
- 82-Volt Lithium-Ion Cordless Walk Mowers
- 82-Volt Lithium-Ion Cordless Hedge Trimmer
- 82-Volt Lithium-Ion Cordless Leaf Blower
- 82-Volt Lithium-Ion Cordless String Trimmer
- 82-Volt Lithium-Ion Cordless Pole Saw
- 82-Volt Lithium-Ion Cordless Chainsaw
- 82-Volt Lithium-Ion Cordless Self-Propelled Utility Cart
- Snapper XD 82V Battery System
- Online Parts Store Official online store for genuine OEM parts for Snapper push mowers, riding lawn mowers, zero turn mowers, and other models, operated through shop.briggsandstratton.com.
Quantifiable outcome
- Up to 1/2 acre mowing coverage on single 60V battery charge
- +5 more outcomes
Companies that use Snapper
Customer profileSegments2 records
Ideal customer profiles2 records
Snapper technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Snapper partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Briggs & StrattonflagshipSnapper was acquired by Briggs & Stratton in 2004, bringing together two legendary American brands. This acquisition combined Snapper's outdoor power equipment expertise with Briggs & Stratton's engine manufacturing capabilities and distribution infrastructure. Snapper products are powered by Briggs & Stratton engines and lithium-ion batteries.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Snapper competitors and assessment
Company assessmentDirect peers
- Cub Cadet: MTD-owned peer competing head-to-head with Snapper in residential riding mowers, lawn tractors and zero-turns, with overlapping big-box distribution (Lowe's, Home Depot). Strongly comparable product mix and target segments to Snapper's core riding and zero-turn lineup.
- Husqvarna: Swedish OPE manufacturer (Stockholm: HUSQ-B) directly competing across walk mowers, riders, and battery systems. Husqvarna's Automower line additionally competes in robotic mowing, pressuring Snapper's cordless road-map on the emerging autonomous frontier.
- Craftsman: Heritage American tool and OPE brand owned by Stanley Black & Decker, competing across riding mowers and walk mowers primarily through Lowe's. Craftsman's tool heritage and broad retail penetration make it a parallel positioned comparable to Snapper's American-brand equity.
- Toro: Public peer (NYSE: TTC) directly competing with Snapper across residential and commercial OPE — riding mowers, zero-turns, walk mowers, and battery handheld tools (Flex-Force platform). Overlapping dealer and big-box channels and comparable target customer segments make Toro the most directly comparable peer.
- Ariens: Direct competitor in residential and commercial OPE with particular strength in zero-turn mowers and snow equipment. Ariens' Gravely brand overlaps with Snapper's commercial walk-mower and snow-blower attachment segments.
- STIHL: Privately-held global leader in handheld outdoor power tools — chainsaws, hedge trimmers, leaf blowers, pole saws — directly overlapping Snapper's 82V handheld SKUs through STIHL's AK and AP battery systems, with a strong independent dealer network.
Others
- Briggs & Stratton: Parent company and engine/power-technology supplier rather than a direct competitor; comparable as the corporate parent that governs Snapper's strategy, R&D pipeline and distribution. Adjacent relationship: B&S also owns sibling OPE brands (Simplicity, Ferris, Murray) that are more directly comparable competitive peers to Snapper.
Broad incumbents
- John Deere: Much larger established incumbent (NYSE: DE) covering residential through agricultural OPE. Deere's dealer network, R&D scale (including autonomous mowers) and brand power compete with Snapper at the premium end of the riding and zero-turn market, although Deere's product and channel breadth is materially wider than Snapper's.
Emerging players
- EGO Power+: Battery-native OPE challenger (Chervon) directly competing with Snapper's 82V platform across walk mowers and handheld tools. EGO has invested heavily in retail placement at Home Depot and Lowe's, pressuring Snapper's shelf space at Menards and Walmart.
- Greenworks: Battery-first OPE brand competing on price-performance versus Snapper's 60V and 82V offerings. Cross-channel retailer expansion (Lowe's, Amazon, direct) makes Greenworks a credible mass-market share-taker in walk mowers and handheld OPE.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Snapper social profiles
Digital presenceSnapper compliance and trust
Trust signalCompliance4 records
Snapper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snapper leadership team
Management profileNumber of profiles
Snapper funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snapper 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 Snapper
What does Snapper do?
Snapper manufactures and sells residential outdoor power equipment including gas and battery-powered riding lawn mowers, zero turn mowers, walk-behind push and self-propelled mowers, 82V lithium-ion cordless handheld tools, portable generators, and pressure washers. The company also offers a full range of attachments and accessories, plus OEM replacement parts through an online parts store, serving homeowners and landscape professionals through dealers, major retailers, and international distributors.
Is Snapper a public or private company?
Snapper is a private company. It is classified as corporate owned and is currently operating.
When was Snapper founded?
Snapper was founded in 1951. It employs 11 to 50 people.
Where is Snapper based?
Snapper is headquartered in Mcdonough, United States, in the North America region.
How does Snapper make money?
One revenue line is on record: hardware Sales.
Who are Snapper's main competitors?
Direct peers on record are Cub Cadet, Husqvarna, Craftsman, Toro, Ariens and STIHL. Briggs & Stratton is listed as an others. John Deere is listed as a broad incumbent. Emerging players are EGO Power+ and Greenworks.
Does Snapper have an API?
No public API is recorded for Snapper.
What industry is Snapper in?
Snapper's product category is Outdoor Power Equipment. Its primary akta.pro industry code is CRAIAIAA, Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers), with a secondary code of HSAEAMAL, Fleet/Vehicle & Equipment Exterior Washing (Residential/Light Commercial). Its NAICS code is 333112 and its SIC code is 3524.