Briggs & Stratton has entered into a licensing agreement with Daye North America for the iconic Snapper brand.

Daye, which manufactures several lines of outdoor power equipment brands, will bring Snapper to mass retail, e-commerce, and dealer direct as early as spring 2025, according to a statement released Oct. 16 during Equip Expo.

Founded in 1951 and acquired by Briggs & Stratton in 2004, the Snapper brand has had many “firsts” including the introduction of the industry’s first rotary blade mower.

“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,” said Christin Wam, senior director of marketing at Briggs & Stratton. “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.”

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

The range of existing outdoor power equipment brands manufactured by Daye gives the company economies of scale that will allow them to manufacture and market a robust line of Snapper products. Initial plans call for chore tools, riding lawn tractors, zero turn mowers, walk mowers, and battery products including a 60V chore 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.

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