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In an effort to concentrate resources on core brands, Ariens Company announced Sept. 22 that it has set a timeline to phase out the EverRide and Great Dane brands of commercial mowers.

Ariens announces brand consolidation plans with EverRide, Great Dane to be discontinued

In an effort to concentrate resources on core brands, Ariens Company announced Sept. 22 that 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,” said Dan Ariens, president & CEO of the Ariens Company. “In the end, we felt the benefit of allowing us to focus our resources and build our core brands outweighed the risks. 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,” said 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 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.-based manufacturing facility is not expected to be affected by the change.


Visit www.ariens.com for more information.

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