BRIGGS & STRATTON APPOINTS MANAGING DIRECTOR FOR EMEA REGION

SJOERD VAN DE VELDE WILL INTEGRATE ALL BUSINESS UNITS IN EMEA TO ESTABLISH A UNIFIED OFFER THAT BEST SERVES THE REGION

Freienbach, 11 March 2024 – Briggs & Stratton is further enhancing its EMEA structure to strengthen regional collaboration and streamline expertise across markets. Sjoerd van de Velde, previously Managing Director for the Turf & Consumer Products division of EMEA, has been appointed Managing Director of EMEA with immediate effect. The new structure unites the Turf & Consumer Products, Power, Service and Electrification divisions, bringing together the full Briggs & Stratton offering to provide a complete service proposition, including application, aftersales service and technical support. In his role, van de Velde will work with the EMEA leadership team to develop and execute a cohesive strategy focusing on Briggs & Stratton’s most significant growth opportunities and ensuring the delivery of great products and services across the region. 

“Sjoerd van de Velde’s extensive leadership background and proven ability to drive growth make him ideally suited to advance our ambitious growth plans for EMEA and support our transformation from an engine company to a diversified power provider,” said Tom Rugg, SVP and President of Power and Energy Solutions, Briggs & Stratton.

Sjoerd van de Velde brings 25 years of experience to his new role, leading complex sales networks, multi-cultural teams and global strategic planning. He joined Briggs & Stratton in 2018 as Senior Sales Director of Turf & Consumer Products in EMEA before being promoted to the division’s Managing Director in 2022. Van de Velde will continue to operate from Briggs & Stratton’s Roermond office in the Netherlands.

“I am excited about this new chapter at Briggs & Stratton. Working with a talented team, I am eager to contribute to the company's mission of delivering top-quality products and services to our customers,” says Sjoerd van de Velde.

Contact:

For more information, please contact PR and Comms Senior Account Manager.

Tel: +44(0)733396482, holly.glackin@bwpgroup.com

About Briggs & Stratton:

Briggs & Stratton, headquartered in Milwaukee, Wisconsin, provides innovative products and diverse power solutions to help people get work done. Briggs & Stratton is the world’s largest producer of engines for lawn and garden, turf care and job site power equipment and is a leading designer, manufacturer and marketer of lithium-ion batteries, standby generators and energy storage systems through its Briggs & Stratton^®, Vanguard^®, Ferris^®, Simplicity^®, Snapper^®, Billy Goat^®, Allmand^®, Branco^® and Victa^® brands. Briggs & Stratton products are designed, manufactured, marketed and serviced in over 100 countries on six continents.