Daye North America to Revitalize Iconic Snapper Brand
Daye North America Partners with Briggs & Stratton for Snapper
In a significant move for the outdoor power equipment industry, Daye North America has joined forces with Briggs & Stratton to license the renowned Snapper brand. This partnership promises to breathe new life into Snapper, introducing it to a wider audience and enhancing its market presence.
Expanding Retail Opportunities for Snapper
Daye North America, with its impressive portfolio of outdoor power equipment, plans to bring Snapper products to mass retail markets, e-commerce platforms, and dealer channels starting in spring 2025. This strategy encompasses a comprehensive range of products that appeal to both seasoned gardeners and new homeowners.
History of the Snapper Brand
Founded in 1951, the Snapper brand has been a pioneer in the industry, credited with the launch of the first rotary blade mower. After being acquired by Briggs & Stratton in 2004, Snapper has grown considerably while maintaining its commitment to quality and innovation in outdoor power solutions.
Future Vision for Snapper
Christin Wam, the senior director of marketing at Briggs & Stratton, expressed the importance of selecting a licensing partner who is committed to advancing the Snapper brand. Daye North America emerged as the ideal candidate with their visionary plans for supporting the brand through national marketing programs and revitalizing its presence in the dealer channel.
Daye North America's Commitment
Matt Ragland, CEO of Daye North America, highlighted the partnership, stating, "Briggs & Stratton is a valued partner for Daye, and we are excited to continue this collaboration. Our goal is to introduce a fantastic selection of Snapper products that resonate with consumers." Their plans include featuring a variety of outdoor power tools, such as riding lawn tractors, zero turn mowers, and battery-operated products.
Diverse Product Offerings
The planned product range from Daye includes innovative solutions, which will feature a 60V chore line comprising a brushless blower, string trimmer, and a self-propelled mower with a 22-inch cutting deck. By leveraging economies of scale from their existing manufacturing capabilities, Daye aims to deliver a robust and diverse lineup of Snapper products tailored to modern consumer needs.
A Strong Historical Partnership
This licensing agreement marks the next chapter in a long-standing collaboration between Briggs & Stratton and Daye, which has successfully developed other brands in the outdoor equipment sector, such as Murray. This experience further positions Daye North America to effectively manage and innovate the Snapper brand, appealing to both traditional and new customers.
About Briggs & Stratton
Briggs & Stratton, headquartered in Milwaukee, Wisconsin, is recognized globally as a leader in outdoor power equipment solutions. With a diverse array of brands, including Vanguard, Ferris, and Snapper, the company is committed to providing innovative and reliable products that fulfill the needs of consumers across more than 100 countries.
About Daye North America
Daye North America, serving as the sales and marketing arm for Ningbo Daye Garden Machinery, Inc., specializes in manufacturing quality outdoor gardening equipment powered by gas and batteries. Founded in 2006, Daye North America has established a strong global footprint with operations extending across the US, Mexico, Europe, and Asia.
Frequently Asked Questions
What is the significance of this licensing agreement?
The licensing agreement allows Daye North America to revitalize the Snapper brand, bringing it to a new generation of consumers through diverse retail channels.
When will Snapper products be available for purchase?
Snapper products are expected to be available in mass retail and e-commerce by spring 2025.
What types of products will Daye offer under the Snapper brand?
Daye plans to offer a range of products, including riding lawn tractors, zero turn mowers, self-propelled mowers, and battery-powered tools.
How has Snapper evolved since its inception?
Since its founding in 1951, Snapper has consistently innovated, including being the first to introduce a rotary blade mower.
What is Daye North America's role in this partnership?
As a licensing partner, Daye North America will produce and market new Snapper products while leveraging its existing manufacturing capabilities to enhance efficiency and product quality.
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