B&S LICENSE SNAPPER

Briggs & Stratton have announced that they have entered into a licensing agreement with Daye North America for the Snapper brand.

Daye, which manufactures several lines of outdoor power equipment brands and were in Service Dealer's news pages recently for the purchase of AL-KO, will bring Snapper to mass retail, e-commerce, and dealer direct in the U.S as early as spring 2025.

Service Dealer reached out to the UK and Ireland distributor of Snapper, FGM Claymore to see if this news would have any impact on our dealer readers. Their md Paul Butterly told us, "Wth regards to Europe, Snapper is distributed through a network of independent distributors and I don’t see any change in that going forward. Earlier this year we celebrated our 50th anniversary of distributing Snapper in Ireland."

Snapper was founded in 1951 and acquired by Briggs & Stratton in 2004 and is know for the introduction of the industry’s first rotary blade mower.

Christin Wam, senior director of marketing at Briggs & Stratton said, “It was important to us to find a license partner focused on taking Snapper into the future and introducing it to a new generation of homeowners. We feel that DAYE is the right partner to do just that. We were impressed by their plans to support the brand with national programs across several major retailers and to provide new life to the Snapper brand within the dealer channel.”

Matt Ragland, CEO of Daye North America added, “Briggs & Stratton is a valued partner for Daye and has played a major role in our global growth. We are honoured to continue our partnership by bringing an exciting line of products to market under the iconic Snapper brand.”

Daye say the range of existing outdoor power equipment brands manufactured by themselves gives the company economies of scale that will allow them to manufacture and market a robust line of Snapper products. Initial plans call for riding lawn tractors, zero turn mowers, walk mowers, and battery products including a 60V line-up with a brushless blower, string trimmer, and 22-inch self-propelled mower.

Briggs & Stratton and Daye have a history of partnership including existing license agreements in place for the Murray brand.