Ariens Company to Establish Fayetteville Manufacturing Operations, Create 350+ Jobs in Tennessee

FAYETTEVILLE, Tenn. – Tennessee Gov. Bill Lee, Department of Economic and Community Development Commissioner Bob Rolfe and Ariens Company officials announced today the company will invest $38 million to locate its new manufacturing and warehouse facility in Tennessee.  Maxis Advisors handled the multistate site selection and incentives advisory on behalf of Ariens.

Headquartered in Brillion, Wisconsin, AriensCo will create 369 new jobs in Fayetteville as the company establishes operations in the former Direct Coil Building.

The company’s expansion to Tennessee is in direct response to AriensCo’s increase in demand, which has outpaced current production capacity. The new Fayetteville site will position AriensCo to be geographically closer to its dealer partners, customers and material suppliers in the southeastern U.S. and will also serve as the hub for AriensCo’s Gravely® brand of commercial outdoor power equipment.

Founded in 1933, Ariens Company has been a leader in the outdoor power equipment industry for nearly 90 years. The brand offers both lawn and garden and snow removal equipment, which is available at many independent power equipment dealers in North America and Europe. Today, AriensCo employs more than 2,250 people across its operations in Norway, the U.K., Germany and the U.S.

“We’re excited to add Fayetteville, Tennessee, to the places we call home. AriensCo isn’t just a power equipment company, we’re a fifth-generation family business of passionate people dedicated to astounding our customers. We are thrilled to bring employees from the Fayetteville area into the family business. This strategic location will bring more of our products to our dealer partners in the fast-growing southern U.S. We owe a special thank you to Governor Lee, and the city, county and state economic development folks who have been incredible to work with. Tennessee’s people are nothing short of amazing.” – Ariens Company Chairman and CEO Dan Ariens

“AriensCo’s decision to invest in Tennessee will ensure opportunities for Lincoln County residents to thrive and leave a lasting impact on rural Tennessee’s economy. I thank the company for expanding operations in our state and look forward to their success.” – Gov. Bill Lee

Based in Brillion, Wisconsin, AriensCo is a privately-owned manufacturer of outdoor power equipment for both consumer and commercial markets. Established in 1933, the company manufactures equipment under the Ariens®, Gravely®, RapidCare, Countax®, Westwood® and AS-Motor® brand names. It also established AriensCo Hospitality in 2020 with two luxury event venues, Stone Prairie and Round Lake Farms. It is adding the Ariens Nordic Center December 2022. These venues are part of the mission to create reasons to visit the Brillion community. Find us on the web: Follow us on TwitterInstagram and LinkedIn. Like us on Facebook. Subscribe to our YouTube channel.

About Maxis Advisors

As a Foundry Commercial Company, Maxis Advisors provides experience and expertise to directly increase project return on investment and profitability for capital investment and job-creating projects for our clients.  In addition to our robust site selection and labor analytics services, our negotiated incentive packages feature more than $12.5 billion in capital investment and 20,000 jobs in 42 states, representing a variety of industries including manufacturing, distribution, office, and real estate development. For more information, visit



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