Ariens to open concept store next to HQ in Brillion, WI

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Like Harley-Davidson and John Deere it appears Ariens would like to spruce up their image with the public.

From Total Landscaping Care

Ariens Co., which makes a variety mowers aimed at consumers in addition to its commercial machines, has begun construction on a new concept store in Brillion, Wisconsin.

Ariens says the new ‘concept store’ is not a factory outlet.
Photo: Ariens Co.

Ariens says in a news release the new store will be directly across the highway from its global headquarters.

“The store will be used to demonstrate best-in-class dealership practices, test merchandising concepts that might be offered to our network of dealers, and learn more about overall customer experience,” says Dan Ariens, chairman and CEO.

Ariens has partnered with local dealer Mike Buboltz to manage the store as a power equipment dealership. Buboltz is the owner of Hardware Plus in Brillion and has sold Ariens equipment since 2011. The new dealership will be open to the public for sales of Ariens and Gravely brand outdoor power equipment and parts. Hardware Plus will continue to operate its current store.

This will not be a “factory direct” store with discounted products and close-out pricing, according to Ariens. Instead, the business will operate as an independent dealership. Buboltz will manage day-to-day retail activities, while product placement, point-of-sale, and marketing support will come directly from Ariens’ marketing team.

The company has more than 1,500 dealers throughout North America who sell lawn, snow and commercial outdoor power equipment.

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