Simplicity snaps up Snapper mower to expand its southern reach

MILWAUKEE - Simplicity Manufacturing said it will buy Georgia-based Snapper to double its sales and expand its reach in the southern United States.<br> <br> The Port Washington lawn tractor manufacturer plans to pay $73.3 million in cash and assume certain liabilities of Snapper, of McDonough, Ga., including accounts payable and warranty costs.<br> <br> The acquisition, which is subject to antitrust review and other conditions, is expected to close within 30 days.<br> <br> Simplicity specializes in sales to dealers rather than national mass-market retail chains.<br> <br> Privately held Simplicity, which saw sales and earnings rise 15 percent in the fiscal year that ended July 31, is cautiously optimistic about the coming spring selling season, Wier said.<br> <br> Snapper&#39;s annual sales, about $150 million, will boost Simplicity&#39;s annual sales to a range of $300 million to $350 million, Wier said.<br> <br> Simplicity employs 500 people in Port Washington and 750 overall. About 600 employees from Snapper will join Simplicity once the purchase closes. Snapper will be operated as a stand-alone company with headquarters and manufacturing in Georgia.<br> <br> Snapper manufactures lawn care and snow equipment for residential and commercial customers. Its president and chief executive officer, Robin Chamberlain, will leave the company.<br> <br> Snapper was put up for sale by Metromedia International Group, a publicly traded New York communications and media company that needs to raise cash to help it overcome financial problems and avoid bankruptcy.<br> <br> Simplicity bought Ferris Industries, a Munville, N.Y.-based maker of commercial mowers, in 1999 and Giant-Vac Manufacturing, a Connecticut-based maker of leaf blowers, a year later.<br> <br>