Three of Briggs & Stratton’s Snapper brand walk-behind lawn mower models will be sold at Walmart beginning this month. Briggs & Stratton has said previously that they would not manufacture products to be sold through the mass merchants (Briggs & Stratton Announces Cost-Saving Measures) and stress that these models are being made by an existing lawnmower supplier.
“Our brand is available, but we are not manufacturing them,” explains Rick Zeckmeister, vice president of engine marketing and planning for Briggs & Stratton. “We are not going to manufacture lawn mowers for the mass merchants. It is very consistent with what other OEMs do. There are quite a few more dealer options, and only the walk mowers are available to Walmart.”
Snapper dealers also have access to these walk mower models as well, and can offer service for Walmart-purchased walk mowers.
"It is a good relationship between the dealer and Walmart," says Zeckmeister. "Some people want service, some people don’t. Some people want to buy it and take it to a dealer for service where they can develop a relationship.”
Some dealers may not agree with this statement, one saying: "Can't see the wisdom of putting your brand name on a low-grade piece of equipment made by someone else then sold through a company only known for cheap products and prices. Can only see this harming the brand name. People will buy Snapper in Walmart, be disappointed with poor quality, then spread that news. Where is the upside? Getting your brand name more exposure in the marketplace is not a good thing if it is tied to poor quality."