Ariens Co. on Monday said it is acquiring three specialty direct
marketing brands from W.W. Grainger Inc.
The brands are Gempler’s, Ben Meadows and AW Direct, according
to a company statement. All three brands market outdoor-related
products ranging from landscape and horticulture equipment to
wildland firefighting gear to towing equipment and supplies.
On Jan. 1, the brands will become part of Brillion-based Ariens,
an outdoor power equipment company. Terms of the agreement were
"As we grow the distribution side of the business, these
companies represent strong niche segments that fit nicely with
our current portfolio of outdoor brands," said Dan Ariens,
company president and CEO. ”This acquisition allows us to build
a more diverse distribution platform for the company that will
ultimately help offset the inherent seasonality of some of the
company's equipment products such as snow blowers.”
The company said it will retain certain management, customer
service and other employees working for the three Grainger
companies. According to the statement, it will also continue to
maintain offices in Madison and Janesville where the positions
Ariens employs more than 1,400 people, with operations in
Wisconsin, Nebraska, Indiana, Michigan, the United Kingdom,
Norway and Australia.