The Ariens Company has signed a definitive agreement to acquire select assets of three specialty direct marketing brands.
The brands are from W. W. Grainger Gempler’s, Ben Meadows and AW Direct, and all three will become part of the Wisconsin-based outdoor power equipment manufacturing and distribution company when the agreement closes by Jan. 1, 2014.
The three brands are all direct marketing companies providing equipment and supplies to specific markets:
- Gempler’s serves the agricultural, horticultural, grounds maintenance and contractor markets.
- Ben Meadows serves the forestry, fire and rescue, resource management and grounds maintenance markets.
- AW Direct serves the towing and service vehicle markets.
Ariens Company will retain certain of the management, customer service and other employees currently working for the three companies.
It will also continue to maintain Wisconsin offices in Madison and Janesville where the positions are currently located. The company will continue to distribute Gempler’s, Ben Meadows and AW Direct products from the current distribution center located in Janesville, Wisconsin.
The brands will be operated as a single entity under a newly-formed Specialty Brands Group which also includes after-market equipment parts supplier Stens and commercial landscaper parts supplier J. Thomas.