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March 10, 2023
BRILLION – When most people think of Ariens Company outdoor power equipment, they probably immediately think of snowblowers – and for good reason.
Located in Brillion, the company has built its name on snow removal for decades.
Using the same dedication and quality of service, Andy Massignan, director of product for the residential market at AriensCo, said consumers can now add walk-behind mowers to the company’s offerings.
Massignan said Ariens – which has been in operation since 1933 – exited the walk-behind business for several years when the COVID-19 pandemic hit.
“With the addition of the RAZOR, we’re back in the walk-behind business in a big way,” he said. “Our 21-inch walk mowers were designed by the AriensCo team from the ground up using every bit of knowledge to create a premium product for those who don’t need a zero-turn mower. About 80% of homeowners don’t require a zero-turn mower, so a walk-behind is perfect for most.”
Massignan said there were a few reasons AriensCo removed itself from the walk-behind business.
“The 21-inch walk-behind business is very competitive, so over the past 10-15 years, the market became saturated with a lot of low-cost imports – that made it difficult to compete,” he said. “It’s important for us to get back in the market.”
Massignan said a few things have changed in the last few years – which allows AriensCo to re-enter the walk-behind business.
“You need volume,” he said. “If you don’t have enough volume, it’s difficult to find a retail channel to offer a price competitive model. There have been some anti-dumping lawsuits that have prevented some of those imports, thus making it a more lucrative space for AriensCo to get back into.”
Massignan said AriensCo is not in the “business of building cheap products,” as indicated by how long its equipment typically lasts.
“We don’t want to make stuff that will break down in a few years and then you throw it away,” he said. “We want to make products customers are going to be happy with for a long time. Most people associate AriensCo with our snowline equipment because those machines are multi-generational – if maintained properly – and can be handed down to future users. That’s a legacy we’d like to keep with our products.”
More on the RAZOR
According to the AriensCo website (ariens.com), the RAZOR will be offered in four different models – a push, a front-wheel drive self-propelled, a rear-wheel-drive self-propelled and a high-end model featuring a dual cutting blade with self-sharpening technology.
“One of the main things we focus on with the RAZOR is the performance of the machine – its cut quality,” Massignan said. “That’s how your lawn looks after you’ve cut it, and that has led to the design decisions we’ve made – more specifically, the unique deck geometry.”
Massignan said the RAZOR is different from other walk-behind mowers.
Andy Missignan
“The RAZOR has a 5 1/2-inch-deep deck,” he said. “That’s what you’d find on one of our zero turns, in terms of how deep that deck is. That gives a lot of room for air to move around, grass to stand up, get mulch and gives you the best opportunity for good cut quality.”
Massignan said competitors of AriensCo use different designs.
“There are several reasons they do that,” he said. “Many have a mowing deck that is shorter in the front and taller in the back. Although that helps with bagging and some of the manufacturing, it’s not good for cut quality. The RAZOR’s unique mowing deck gives us that great cut quality from the start.”
Massignan said he wouldn’t be surprised if the RAZOR quickly becomes a big seller.
“We were able to secure good retail placement in multiple channels,” he said. “We were able to get the volume we needed to put the money into the product.”
Within a year, Massignan said he thinks the RAZOR will be AriensCo’s No. 1 selling product.
“That’s exciting because that’s a brand impression on AriensCo for every product out there,” he said. “When this product gets in customers’ hands, it will get them interested in our other products as well.”
All RAZOR models feature:
Briggs & Stratton® engines – large displacement engines designed to tackle the toughest jobs.A 3-in-1 design – the versatile machine quickly converts between mulching, bagging or rear discharge.Deep, steel decks – 5 1/2 inches deep to deliver superior mulching results with 14-gauge steel strength. Dual-lever height adjustment – quickly changes between seven positions from one- to four-inch heights.Quick-adjust folding handlebar – three positions to fit operators of all heights with a simple turn of the knob. Handles can also be folded forward and locked to store.Large bagger with dust block – Two-bushel bagger carries more and reduces overall mowing time.Front bumper handle – comfortable, integrated handle helps with lifting and moving.Two-year limited residential warranty on the engine – plus, a three-year limited warranty on certain models.
The Ariens Company RAZOR, a 21-inch walk-behind mower, comes in four different models and will be available this spring. Photo Courtesy of Ariens Company
The RAZOR lineup will be available beginning this spring at Ariens dealers in the United States and Canada, as well as retail stores, including Fleet Farm, Lowe’s, Northern Tool & Equipment and True Value in select markets.
More information on RAZOR models can be found on AriensCo’s website.
The future of outdoor equipment
Like many industries, Massignan said AriensCo is facing the challenge of converting to battery-operated machines.
“That’s a space we’ll continue to monitor,” he said. “The RAZOR is obviously a gasoline-powered walk-behind – that’s where we were able to make our mark first, but we will continue to explore what makes sense within the new battery technology.”
Massignan said there’s a higher percentage of battery-operated walk-behinds than most people probably think.
“I think it’s about 35-40% of the current sales,” he said. “Over the past several years, it’s been about five million-plus units (sold) per year in the United States. Battery use continues to increase.”
Some states, Massignan said, have already adopted regulations preventing gasoline-powered power equipment – with more likely on the way.
“California is already seeing it,” he said. “I heard Minnesota, New York and New Jersey are moving forward, too. Those are the main ones we know about today drafting legislation. I don’t think it’ll be too long – maybe five or 10 years – that there’s probably a national ban on (gasoline-powered) small engines where battery power is affordable and offers equal performance. We must be ready for that, and we’re aware of that. When the time is right for us, we’ll likely enter the space.”
