About AMERICAN LAWN MOWER CO

Company Profile 

American Lawn Mower Company offers an extensive line of manual reel lawn mowers, electric, corded, and battery-operated outdoor power equipment. It was established in 1895. The company’s history goes back over 125 years. From the Victorian era to the second boom of the 1970s, the company has been around for nearly every industrial revolution that has taken place in America. From day one, American Lawn Mower Co has built its business with the sole purpose of providing a greener and cleaner option for maintaining America’s lawns. The company has a variety of products in its portfolio and has expanded its brands across several markets, making it the market leader. The company sells its products under multiple brand names, including American Lawn Mower, Radius Garden Tools, Root Assassin, Great States, and Earthwise. 

Our History 

After its founding, the American Lawn Mower moved to a new home in Muncie, Indiana, in 1902 and started manufacturing lawnmowers. The company continued to manufacture a complete line of reel lawnmowers here. In 1936, American Lawn Mower purchased the Great States Corporation in Shelbyville, which was also in the business of producing reel lawnmowers. The company’s top products include shovels, weeders, lawn mowers, and transplanters, to name a few. 

Post-War Boom Creates Reel Mower Bust 

With increased industrialization in the 1950s came the use of power rotary mowers. By 1953, power mower sales were easily able to surpass reel mower sales, throwing many reel mower manufacturers out of business. The company could survive mainly because its founders also owned an iron foundry where they could easily get cast iron mower components, at affordable rate. 

A New Market Trend Emerges 

As the business continued to shrink in the 1990s, American Lawn Mower Company introduced two limited lines of garden cultivators to expand its market. Increased land costs and a desire to spend less time cutting grass led many Americans to build homes on small lots or buy low-maintenance condominiums. The company sensed a new opportunity in this new market and capitalized on it to grow by leaps and bounds.