Sears Adds Snapper Brand to Its Line-Up of Lawn and Garden Products

Look for Snapper Spokesperson Brett Favre in Upcoming National Ad Campaign

MILWAUKEE (Jan. 8, 2008)—Two of the most trusted names in outdoor power equipment are teaming up to offer homeowners a new line of reliable mowing products.

Beginning this spring, Sears becomes the exclusive national retailer to sell the Snapper brand of lawn equipment. The select Snapper branded products to be carried at Sears stores nationwide include three new self-propelled walk behind mowers, two new lawn tractors and a new zero turn riding mower. All three product lines are newly designed to be homeowner friendly and affordably priced.

Since introducing the industry’s first self-propelled rotary mower in 1951, the Snapper brand has been dedicated to providing homeowners with a wide variety of walk-behind and riding mowers to meet their lawn care needs. In addition to these new products being available at Sears, they will be included in the broad array of Snapper branded lawn and garden products available through independent dealers nationwide.

"We are excited about the prospects of combining the strength of the Snapper brand and product line with the merchandising and trusted leadership of Sears in lawn and garden equipment," said Vince Shiely, President of the Briggs & Stratton Yard Power Products Group.

“As the leading retailer of powered lawn and garden equipment, we’re very pleased to add another all-star brand to our roster,” said Jeff Rothe, vice president and general merchandise manager for Sears Holdings. “Now consumers have both Craftsman, the nation’s leading and most trusted brand, and Snapper – to select from when shopping at Sears for their lawnmower and tractor needs.

“With these two powerhouse brands, plus our existing brands, Sears offers the largest powered lawn and garden assortment to our customers. Additionally, Snapper’s spokesperson Brett Favre will introduce the new mowers, tractors and their availability at Sears in a new national ad campaign set to appear in late February,” Rothe said.


The Snapper line of products will be available in all Sears Full-line stores, Sears Hardware stores and Sears Dealer stores. In addition, look for a new interactive Snapper site on the lawn and garden page of Set to debut on Jan. 21, this interactive Snapper site will help consumers select the right model for their mowing needs.

About Snapper

Snapper is part of the Briggs & Stratton Power Products Group, LLC. In addition to the products available at Sears, Snapper products include premium lawn care and snow removal equipment including walk-behind mowers, rear engine riders, tractors, zero turn riders, snow throwing equipment, tillers, generators and pressure washers. For more information, or to locate the nearest dealer, visit

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (Nasdaq: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at

Media Contacts:
Troy Blewett, Briggs & Stratton
Larry Costello, Sears Holdings
(847) 286-9036