Ariens Makes Plans to Consolidate Brands

Brillion, WI -- September 21 — In an effort to concentrate resources on core brands, Ariens Company announced it has set a timeline to phase out the EverRide® and Great Dane® brands of commercial mowers. The change will take place at the end of the 2011 lawn and garden season in order to allow current distributors and dealers time to prepare their own transition plans. More details will be communicated as they become available.

“We gave this decision careful consideration and looked at the impact on the entire supply chain. In the end we felt the benefit of allowing us to focus our resources and build our core brands outweighed the risks,” says Dan Ariens. “This move will also create a bit more clarity in a marketplace that frankly has too many brands of commercial mowers.”

The company plans to focus on Gravely® as its core professional brand, according to Ariens.

Working with distributors to ensure a smooth transition, Ariens will continue to provide technical service, parts and warranty programs for current EverRide and Great Dane Products through the 2011 season. A full sales program, including retail financing, will also be available through distributors during the transition.

“Dealers and customers should be confident that the products they purchase will be supported with parts, service and warranty even after the transition is complete,” says Ariens. “In fact, many of the products are either currently produced, or will be produced, under other Ariens Company brands.”

Ariens acquired the two brands with the purchase of Auburn Consolidated Industries (ACI) in October of 2007. The Auburn facility will continue to produce some of the same products under other brands as well as the products currently produced at the plant for the Gravely brand. The facility also manufactures a variety of products under contracted accounts. Employment at the Auburn, Neb. manufacturing is not expected to be affected by the change.

Ariens Announces Changes to Executive Management Structure

BRILLION — May 30 -- Ariens Co. announced changes to its executive management structure.

Jeff Hebbard was named president of Ariens Co. Wholegoods Business. Hebbard previously held the position of senior vice president sales, marketing and product development. He will be responsible for all current brands of Ariens, Gravely, EverRide and Great Dane; recent acquisitions of Parker, Treker, and Kee; and expanding the Gravely Turf business.

Bob Bradford was named senior vice president of operations. John Horn was named vice president of sales – Ariens whole goods, reporting to Hebbard. Horn previously held the position of director of sales for international, turf, government and distributor sales. Horn will be responsible for providing direction to the sales leadership team and implementing strategies to grow brands and sales channels, including the independent dealer channel.

The company also named Bill Engler director of sales-LSC, distributor, and industrial. Engler will serve as contact for national landscape and MRO (maintenance, repair and operating) accounts as well as a resource for dealers who support LSC sales. Engler previously held the position of director of sales – North America.