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Ariens to Acquire Norwegian Distributor Sovde


Move Ensures Sno-ThroŽ Brand will Remain Market Leader

Oxford, United Kingdom, November 19, 2010 --(PR.com)-- Ariens Company announced it has reached an agreement to acquire Norwegian power equipment distributor Sovde, located in Rygge, Norway. The acquisition is expected to be complete in early February of 2011. Sovde will continue to operate as a two-step distributor between Ariens Company and independent power equipment dealers in Norway. Lasse Jonassen will remain as Managing Director of the company.

“While it is not part of our long-term strategy to acquire distributorships, this decision was based on a 40-year relationship with the Sovde family who grew the Ariens Sno-Thro® brand to become the largest-selling snow thrower brand in Norway,” says Dan Ariens, President & CEO. “This acquisition will ensure Ariens maintains a lead position in the Norwegian snow thrower market and achieve the same results with Sovde’s recent expansion into Sweden.”

Ariens Company’s recent acquisition of the British tractor company, Countax, combined with Ariens’ brand strength in Scandinavia, will double the company’s growth of commercial and consumer lawn markets there as well, according to Ariens.

“In the future, we see that we can build on this strategic location to stimulate growth in other parts of Northern Europe as well as Scandinavia,” says Ariens.

Sovde was established in 1966 and began selling the Ariens Sno-Thro brand in 1973. The company also distributes Wolf Garden, Garden Fox, Eliet, Kawasaki power tools, Yanmar, Kohler and Kawasaki engines, Stens parts, Peerless transmissions, as well as the Ariens snow and lawn products for commercial and residential customers in Norway and Sweden.

Established in 1933 in Brillion, Wis., Ariens Company is a leading manufacturer of outdoor power equipment for both consumer and professional use. The company’s premium international brands include Ariens Sno-Thro,® and Ariens lawn and garden products for consumers; Countax® and Westwood® lawn tractors; and Gravely®, EverRide,® Great Dane® and Parker® commercial equipment for the landscape management, facilities maintenance and sports field sectors. Ariens’ affiliates, Stens Corporation, J Thomas and Bynorm Group (Australia), supply replacement parts to the outdoor power equipment industry. Ariens Company employs more than 1,400 people, with operations in Wisconsin, Nebraska, Indiana, Alabama, Michigan the United Kingdom and Australia.

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Contact Information
Countax
Sue Lewis
+44 (0)1844 278800
Contact
www.countax.co.uk

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