AriensCo history

However, new technology led to the development of better and smaller horsepower motors, and in 1950 Ariens began producing small machines for the backyard gardener.

In 1954, the company revamped its entire line of tillers and also brought out a new and improved tiller called the Trans-A-Matic.

Beginning in 1955, Ariens dedicated a team of engineers to develop new products.

Ariens entered the lawn and garden market in 1958 with its first riding lawn mower.

The company started production in July 1960, producing 1,865 units in the introductory season.

In 1963 Ariens built and opened a 23,000 square foot manufacturing plant in Brillion, Wisconsin, to ramp up production.

In 1969, a new generation of the family led the company, as Michael Ariens became president and Steve Ariens moved up to chairman of the board.

“Tractor Line Added by Ariens Acquisition,” Milwaukee Journal, July 6, 1973.

The firm’s first big acquisition occurred in 1974, when Ariens bought up the New Holland division of the Sperry Rand corporation.

“Ariens Co. to Expand at Brillion,” Milwaukee Journal, August 13, 1976.

In 1977 Ariens built a new metal fabrication plant in Brillion, Wisconsin.

Until 1982 Ariens had focused mainly on the residential mower market, but expanded into the commercial mower market through the acquisition of Gravely Company.

In 1985, subsidiary Gravely itself made an acquisition.

Adds Work in Brillion,” Wisconsin State Journal, July 25, 1992.

1995: Stens Corp. is acquired.

By 1996, the company had developed a competitively priced battery-powered machine with all electronic controls.

“Gravely to Move Unit to Wisconsin,” Wisconsin State Journal, January 22, 1997.

When he became president of Ariens Co. in 1998, presidency of Stens Corp. passed to his brother Peter.

Recalls 40,000 Lawn Mowers,” Capital Times (Madison, Wis.), March 15, 2001.

In November 2005, the company produced its milestone two millionth Sno-Thro machine.

Ariens released an electric lawn mower in April 2009 through its dealer network and at Home Depot.

In 2010, the company grew its footprint into Europe, purchasing Countax Limited and Sovde, a Scandinavian distributor of outdoor power equipment.

In 2014, Ariens purchased three direct marketing brands, Gempler's, AW Direct and Ben Meadows, to serve customers in niche professional markets.

Along with garden tractors, AriensCo began producing its range of petrol zero-turns at its U.K. plant in 2019 – making it the first manufacturer to do so in Europe.