In fiscal year 2013, Briggs & Stratton is pulling some of its lawn and garden products from national mass retailers. According to a news report, the move came down to profitability, said President and CEO Todd Teske. The company is no longer placing its walk-behind lawnmowers and riding tractor mowers in national retailers, primarily Walmart, Lowe’s, Home Depot and Sears.
“The profitability wasn’t where it needed to be,” Teske said. “Yes, it’s hard to take the revenue hit, but our margin profile will look a lot better if we don’t ultimately sell these products to the mass retailers.” He added that pulling lawn and garden products from national retailers is an economic and competitive decision.
“There are others in this industry who are in a better position from a profitability standpoint, and really their business models lend themselves to serving big-box retailers,” Teske said. “[…] we said we’re better off putting our resources in other places and really supporting the folks that can serve those big-box retailers through our engine business.”
Briggs & Stratton will still sell portable and standby generators and pressure washers through the U.S. mass retail channel, but they will focus more on selling higher-end lawn and garden products through its network of Simplicity, Snapper and Ferris dealers and regional retailers.
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