About Ariens Company

A Family Tradition of Premium-Quality Products

Established in 1933 in Brillion, Wis., Ariens Company is a leading manufacturer of outdoor power equipment for both consumer and commercial use. The Company is run by president, Daniel Ariens, the great-grandson of Ariens founder, Henry Ariens. Daniel continues to build on a long history of manufacturing premium-quality products while making big changes in the company as it looks ahead to the next generation of outdoor power equipment.

The Ariens Company

Using the latest in technology, the Ariens Company has developed a solid line of snow removal equipment for both consumer and commercial use. The Ariens Sno-Thro® equipment comes in a variety of models and sizes from the standard single-stage to the deluxe and professional models.

Ariens Company also manufactures lawn and garden equipment which includes top-quality walk-behind and zero-turn mowers.

In addition to its own large product line, Ariens is also the parent company for both the Gravely® Company and Stens® Corporation. In 2006, Ariens also entered into ownership of Locke Turf Equipment and Bynorm. These companies provide premium-quality consumer and commercial lawn and garden equipment as well as aftermarket outdoor power equipment parts.
Established in 1916 in North Carolina, Gravely Company is one of the most respected names in commercial lawn and garden equipment. In 1982, it became a wholly owned subsidiary of Ariens Company and is now headquartered in Brillion, Wisconsin, where it is managed by the Ariens Company executive team.

Gravely equipment is sold directly to independent dealers in the U.S. and over 36 countries worldwide. Its product line includes a variety of equipment for landscape contractor use, including walk-behind and commercial zero-turn and out front mowers as well as chippers, professional vacuums and skidsters.

Stens Corporation, headquartered in Jasper, Indiana, has been providing premium aftermarket outdoor power equipment parts since 1969. In 1995, it was bought by Ariens Company, and Daniel Ariens took over as president. In 1998, he turned over the Stens presidency to his brother, Peter Ariens, who continues to run the business in Indiana. Stens provides parts to the outdoor power equipment industry, through a number of outdoor power equipment dealers and distributors, to over 50,000 customers in over 40 countries worldwide.

Locke Turf Equipment, located in Oppenheim, AL, has set the standard for turf care at some of the most prestigious grounds around the world with the Company’s innovative line of Power Reel Mowers. Customers include the White House, the Kremlin, National Park monuments, L.A. Dodger stadium, Yankee Stadium, and many more.

Bynorm, headquartered in Bynorm Australia, is one of Australia’s largest distributors of replacement parts for the lawn and garden industry.

Ariens Company continues to work with independent dealers to upgrade the service levels for customers through its proven certification program in which dealers will have the opportunity to certify their shops as the cleanest and most professional power equipment dealers in the area. The Ariens Service Center (ASC) for dealers will allow Ariens dealers to partner with non-servicing retailers for increased servicing opportunities.

The Future

"Passionate People! . . . Astounded Customers!" is the vision statement recently established to go along with new strategies being adopted by the Ariens Company.

The primary goal of these new strategies is to create a comfortable atmosphere where manufacturer, dealer, and customer can all interact through open channels of communication.

A set of core values which will help Ariens achieve its goal has been developed by the executive team based on feedback from dealers. These core values include: to be honest, to be fair, to keep commitments, to respect the individual, and to encourage intellectual curiosity.

From these core values, the Ariens executive team has established a six-point commitment to its customers which sets the basis for the new campaign.

	Distribution: Ariens will provide Ariens, Gravely, and Stens independent dealers with quality product that end users want.
	Communication: Ariens will strive to eliminate the bureaucracy that makes it difficult for customers to register complaints or offer suggestions.
	Product: Ariens will deliver premium quality products on time and defect-free to its customers.
	Service: Ariens will support its dealers and distributors with peerless customer service, striving to exceed expectations and making extraordinary efforts even in unusual situations.
	Collateral: Ariens will support the Ariens, Gravely, and Stens brand products with literature and marketing programs that make the selling process easier.
	Ethics: Ariens will treat its dealers and distributors as it does its employees-with integrity, honesty, fairness and respect.