In European and American households, lawn mowers have long been an essential tool for gardening.
According to Precedence Research, the global lawn mower market reached USD 34.8 billion in 2024, is expected to rise to USD 37.0 billion in 2025, and further expand to USD 63.5 billion by 2034, with a CAGR of about 6.2%.

Among these, North America accounts for approximately 36% of global revenue, making it the single most important market, and is expected to maintain its leadership position for the foreseeable future.
Notably, in 2024, electric lawn mowers represented about 30% of total market revenue, underscoring the rapid shift toward electrification.

Against this backdrop, the performance of the Chinese brand Greenworks stands out. In 2024, its revenue hit 5.426 billion RMB, with over 98% coming from overseas markets.
This growth was achieved almost entirely through mainstream sales channels in Europe and North America, proving that Greenworks is not riding on domestic market dividends but has instead firmly established itself abroad.

So, in the face of fierce competition overseas, how has Greenworks successfully won the trust and loyalty of international users?

 

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Part 01: Voltage Ecosystem Across Product Categories

Greenworks is a core brand of Globe Technologies Group, whose history dates back to 2002.
In its early years, Globe focused on developing and manufacturing traditional garden machinery. However, as global environmental regulations tightened and demand for eco-friendly products grew, Globe strategically shifted toward new energy garden tools starting in 2007.

In 2009, the company officially launched its own brand, Greenworks, and aggressively expanded into overseas markets. With its high-performance battery-powered garden tools, the brand quickly captured significant market share in Europe and North America.

The journey, however, was not without challenges.

In February 2023, Globe was successfully listed on the Shenzhen Stock Exchange’s ChiNext Board. While this was a milestone, the company’s performance that year fluctuated significantly. In 2023, Globe’s revenue reached 4.617 billion RMB, but it recorded a net loss of 474 million RMB attributable to shareholders.

Undeterred, the company implemented systematic measures—diversifying its customer base, strengthening e-commerce channels, and optimizing product structure—ultimately turning things around within just one year.
By 2024, revenue had grown to 5.426 billion RMB, up 17.52% YoY, with net profit attributable to shareholders reaching 87.89 million RMB, a 118.53% increase.

Self-owned brands have become the main driver of this growth: revenue from proprietary brands rose from 2.837 billion RMB in 2021 to 3.743 billion RMB in 2024, accounting for around 69% of total revenue. This marks Globe’s successful transition from a client-dependent manufacturer to a brand-driven enterprise.

As the group’s flagship brand, Greenworks has borne this strategic mission since its inception. Since its 2009 entry into the European and U.S. markets, it has gradually become the company’s revenue backbone.

On the technology side, Greenworks seized the early-mover advantage in “lithium replacing gas.” In the EU and North America, many countries have already announced bans on fuel-powered garden tools between 2025–2030, and companies are reducing their gas product lines.

In response, Greenworks has built a multi-voltage product ecosystem covering 24V, 40V, 60V, 80V, and 82V platforms. Consumers can purchase a single battery within a voltage range and use it across multiple tools, creating a “buy once, use many” model. This not only lowers purchase costs but also enhances convenience and efficiency.

Greenworks’ full product lineup includes lawn mowers, blowers, trimmers, chainsaws, pressure washers, brush cutters, and even robotic lawn mowers, meeting diverse consumer needs across scenarios.
For instance, the 80V 42-inch riding mower comes with six 4Ah batteries and three dual-port turbo chargers, ideal for large lawns. Meanwhile, the 60V Pro series for household users offers one-touch start, LED lighting, and single-lever height adjustment—perfect for everyday yard maintenance.

 

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Part 02: Dual Online & Offline Channels

According to Brand Ark's observations, the core of Greenworks’ global strategy is building a comprehensive omni-channel network, integrating both e-commerce and offline retail.

This dual-track approach not only boosts visibility and sales but also leverages offline experiences to establish user trust, enabling the brand to secure a firm foothold in Europe and North America’s highly competitive gardening market.

On e-commerce platforms, multiple Greenworks mowers consistently rank in the Amazon Best Sellers in Lawn Mowers & Tractors, including its 48V push mower and 40V self-propelled mower.

User reviews frequently highlight strengths such as quiet operation, long battery life, and lightweight design, creating a positive cycle of repurchase and word-of-mouth growth.

Its independent website also shows impressive traffic performance. According to Similar Web, in June 2025, Greenworks’ official site received 1.1 million visits, with the U.S. accounting for 95% of traffic. More than 90% of visits came from direct and organic searches—proof of strong brand recognition and a loyal user base in North America.

The brand further drives repeat purchases through email marketing, membership programs, and accessory bundle promotions on its independent site, maximizing conversion efficiency.

Offline, Greenworks has built a massive retail network with over 12,000 stores worldwide, including partnerships with major North American retailers like Walmart, Costco, and Home Depot.

It has also extended into the professional market, collaborating with garden equipment distributors in Europe and Canada, thus strengthening its B2B and professional customer base. This not only broadens sales channels but also enhances competitiveness in the professional segment.

 

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Part 03: Content Marketing as a Growth Engine

In the fiercely competitive gardening markets of Europe and North America, Greenworks understands that content builds deeper consumer connections than promotions alone.

Authentic influencer experiences have become the starting point for its content strategy. Driven by professional reviews, everyday users have joined the conversation, with nearly 4,000 Greenworks-related videos on TikTok to date.

On YouTube, professional lawn care creator @Bladesofgrasslawncare has published multiple Greenworks mower reviews, showcasing before-and-after lawn transformations and real-world noise tests. Many of these videos have reached tens of thousands of views, directly engaging gardening enthusiasts.

Meanwhile, on TikTok, home and garden creator @dima_moget highlighted Greenworks’ snow blower in heavy snowfall, demonstrating its ease of use. The video received around 700,000 likes, proving the strong appeal of electric tools in everyday scenarios.

UGC campaigns further amplified user enthusiasm, transforming brand communication from “one-way output” to “two-way interaction.”
For example, during Earth Month, Greenworks launched the “Why Green & Me” video campaign, encouraging users to share why they chose eco-friendly garden tools and their personal sustainability stories. Participants could win a full set of Greenworks tools worth nearly USD 2,000.

This initiative not only aligned perfectly with global environmental trends but also resonated with the brand’s identity—empowering users to create and naturally amplifying the brand’s presence.

At the same time, Greenworks has leveraged endorsements from top-tier media to strengthen credibility.
Tech outlet Wired praised the Greenworks 60V 21-inch self-propelled mower, calling it quiet, low-maintenance, and one of the rare electric tools that “feels comparable to a gas mower.”
U.S.-based Top Ten Reviews highlighted its value for money, recommending Greenworks as “one of the most reliable professional-grade electric garden solutions for budget-conscious users.”

 

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Part 04:BrandArk’s Perspective

Greenworks’ success is not the result of a single “hit product,” but the outcome of a synergy between product innovation, multi-channel distribution, and content-driven marketing.

When technology becomes the core, content the medium, and channels the accelerator, brand growth evolves into a replicable path of transformation—a journey from being “discovered” to being truly “trusted.”