ProParts Direct, LLC
ProParts Direct is a Salem, New Hampshire-based e-commerce distributor of OEM and aftermarket replacement parts for lawn mowers, snow blowers, and small engines, serving commercial landscapers, municipalities, repair shops, and homeowners across the US as the online arm of the Turf Depot family.
- Company typePrivate
- Founded1996
- HeadquartersSalem, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
ProParts Direct, LLC firmographics
Firmographics- Name
- ProParts Direct, LLC
- Legal name
- ProParts Direct, LLC
- Website
- https://propartsdirect.net
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ProParts Direct is a Salem, New Hampshire-based e-commerce distributor of OEM and aftermarket replacement parts for lawn mowers, snow blowers, and small engines, serving commercial landscapers, municipalities, repair shops, and homeowners across the US as the online arm of the Turf Depot family.
- Ownership category
- akta.pro rank
Where ProParts Direct, LLC is headquartered
LocationHeadquarters
- HQ city
- Salem
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ProParts Direct, LLC business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Parts Sales: One-time transaction sales of replacement parts for lawn mowers, snow blowers, small engines, and landscaping equipment. Both OEM and aftermarket parts available. Orders can be placed via website, phone, or live chat.
- Equipment Sales: Sale of complete equipment including lawn mowers, chainsaws, generators, pressure washers, and other outdoor power equipment.
- ProShip Membership: Annual membership program offering free shipping for a flat rate of $109.99 per year, providing recurring revenue from loyal customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail Pricing for Individual Consumers |
| Unit Pricing | Pay-as-you-go | Commercial Dealer Account Pricing |
| Subscription | Annual | ProShip Gold Shipping Membership |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
ProParts Direct, LLC product offering
Product offeringCore offering
ProParts Direct is an online distributor of OEM and aftermarket replacement parts for lawn mowers, snow blowers, and small engines, carrying over one million parts across 50+ equipment brands. The company sells directly to commercial landscapers, municipalities, small engine repair shops, and homeowners via its e-commerce platform, call center, and live chat, supplemented by a dealer discount program and a ProShip Gold free-shipping membership. It is the e-commerce arm of the family-owned Turf Depot business, which has operated for over 80 years across New England.
Product overview
ProParts Direct is an online e-commerce platform and master dealer for lawn mower and small engine replacement parts. The company offers both OEM and aftermarket parts across a comprehensive catalog organized by manufacturer and product category. Core offerings include parts diagrams lookup tools, commercial lawn mower parts, snow blower parts, and engine parts for brands including Briggs & Stratton, Kawasaki, Kohler, Honda, and Toro. The platform also provides specialty products like Toro Dingo mini skid steer parts, Walker mower parts, and maintenance kits. The business model centers on B2B sales to commercial landscapers, municipalities, and small engine repair shops, with volume pricing programs and dealer accounts available.
Differentiator
Problem solved
Functional benefit
Products and services
- OEM Replacement Parts Original Equipment Manufacturer replacement parts for commercial and residential lawn mowers, snow blowers, and small engines, covering brands like Ariens, Scag, Walker, Exmark, Wright, Toro, Briggs & Stratton, Kawasaki, Kohler, Honda, and Subaru. Targeted at commercial landscapers, municipalities, repair shops, and homeowners.
- Aftermarket Parts Affordable aftermarket alternative parts for outdoor power equipment, including popular options like Oregon mulching blades. Targeted at cost-conscious repair shops, commercial landscapers, and homeowners.
- Small Engine Parts Replacement parts for small engines including carburetors, starters, ignition systems, fuel tanks, gaskets, air filters, oil filters, mufflers, and tune-up kits for Briggs & Stratton, Kawasaki, Kohler, Honda, Subaru, and Tecumseh engines. Targeted at small engine repair shops, commercial landscapers, and homeowners.
- Commercial Lawn Mower Parts Parts tailored for commercial mowers, including blades, belts, spindles, hydro assemblies, transmissions, and deck wheels for brands like Scag, Walker, Exmark, Toro, and Wright. Targeted at commercial landscaping companies and small engine repair shops.
- Snow Blower Parts Replacement parts for snow blowers from Ariens, Honda, MTD, Snapper, and Toro brands. Targeted at commercial snow removal contractors, municipalities, and residential homeowners.
- Maintenance Kits Pre-assembled complete maintenance kits for routine servicing of major equipment brands (Ariens, Badboy, Briggs, Cub Cadet, Echo, Exmark, Ferris, Gravely, Kawasaki, Kohler, Redmax, Scag, Toro, Walker, Wright, Husqvarna). Targeted at commercial landscapers, repair shops, and DIY homeowners.
- Toro Dingo Parts Specialty replacement parts for Toro Dingo mini skid steers including TX-322, TX-427, TX-525, TX-700, TX-1000, and TX-1300 models. Targeted at commercial landscapers and equipment owners using mini skid steers.
- Outdoor Power Equipment Sales Sale of complete outdoor power equipment including lawn mowers, chainsaws, generators, pressure washers, and other related equipment. Targeted at commercial landscapers, municipalities, and homeowners.
- ProShip Gold Membership Annual subscription membership providing free shipping on all orders for a flat rate of $109.99 per year, designed to capture recurring revenue from loyal repeat customers. Excludes heavy and oversized items requiring special handling.
- Key Accounts Program White-glove account program providing dedicated specialists for municipalities, grounds crews, and commercial landscapers, including stored equipment profiles (make, model, serial number) for quick reordering. Targeted at commercial and government customers.
- Dealer/Repair Shop Account Program Channel program enabling small engine repair shops to apply for dealer accounts offering 5-10% discounts on major brands plus priority shipping. Targeted at independent small engine repair shops.
Companies that use ProParts Direct, LLC
Customer profileSegments4 records
Ideal customer profiles4 records
ProParts Direct, LLC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ProParts Direct, LLC partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Turf DepotcoreParent company of ProParts Direct. Turf Depot family operates four stores and supports landscapers and homeowners across New England. Provides the business heritage of over 80 years of family ownership and trusted dealer relationships for major lawn care and snow removal brands.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ProParts Direct, LLC competitors and assessment
Company assessmentBroad incumbents
- Amazon: Dominant e-commerce marketplace carrying OEM and aftermarket outdoor power equipment parts from many sellers. Sets the baseline for price, selection, and shipping speed that ProParts must match for commoditized SKUs.
- Oregon Products (Blount International): Major aftermarket parts brand for chainsaw, mower, and outdoor power equipment consumables. Functions as both a competitor (aftermarket SKUs) and a supplier-like presence across the industry ProParts serves.
- Stens: Aftermarket replacement parts manufacturer and distributor for outdoor power equipment. Comparable in product range but operates more as a wholesale supplier than a direct retailer.
- Rotary Corporation: Aftermarket parts distributor serving dealers and commercial landscapers across outdoor power equipment brands. Closely comparable commercial-channel focus to ProParts' Key Accounts program.
- Tractor Supply Company: Large rural lifestyle retailer carrying lawn equipment parts and accessories. Serves overlapping residential and small commercial customers with broader assortment but weaker model-specific parts tooling.
Direct peers
- PartsTree: Online retailer specializing in replacement parts for lawn mowers, snow blowers, and outdoor power equipment with model-based diagrams. Closest direct competitor to ProParts Direct in catalog depth, brand coverage, and customer segments.
- eReplacementParts: Online replacement parts retailer for outdoor power equipment and small engines across many brands. Operates with a similar e-commerce and parts diagram model serving both homeowners and repair shops.
- Jack's Small Engines: E-commerce retailer of small engine replacement parts and accessories with model-specific parts diagrams. Highly comparable to ProParts in its small engine focus, DIY customer base, and aftermarket/OEM mix.
- RepairClinic: E-commerce parts retailer combined with DIY repair content for appliances and outdoor power equipment. Overlaps ProParts in lawn equipment parts with a stronger content and video-led acquisition motion.
- MowerPartsNationwide: Specialty online retailer focused on lawn mower parts for residential and commercial customers. Comparable niche focus and customer overlap with ProParts Direct.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ProParts Direct, LLC social profiles
Digital presenceProParts Direct, LLC financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProParts Direct, LLC leadership team
Management profileNumber of profiles
ProParts Direct, LLC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProParts Direct, LLC 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 ProParts Direct, LLC
What does ProParts Direct, LLC do?
ProParts Direct is an online distributor of OEM and aftermarket replacement parts for lawn mowers, snow blowers, and small engines, carrying over one million parts across 50+ equipment brands. The company sells directly to commercial landscapers, municipalities, small engine repair shops, and homeowners via its e-commerce platform, call center, and live chat, supplemented by a dealer discount program and a ProShip Gold free-shipping membership. It is the e-commerce arm of the family-owned Turf Depot business, which has operated for over 80 years across New England.
Is ProParts Direct, LLC a public or private company?
ProParts Direct, LLC is a private company. It is classified as family owned and is currently operating.
When was ProParts Direct, LLC founded?
ProParts Direct, LLC was founded in 1996. It employs 11 to 50 people.
Where is ProParts Direct, LLC based?
ProParts Direct, LLC is headquartered in Salem, United States, in the North America region.
How does ProParts Direct, LLC make money?
Three revenue lines are on record. Parts Sales are the primary driver. The others are equipment Sales and proShip Membership.
Who are ProParts Direct, LLC's main competitors?
Broad incumbents on record are Amazon, Oregon Products (Blount International), Stens, Rotary Corporation and Tractor Supply Company. Direct peers are PartsTree, eReplacementParts, Jack's Small Engines, RepairClinic and MowerPartsNationwide.
Does ProParts Direct, LLC have an API?
No public API is recorded for ProParts Direct, LLC.