Porter's Lawn & Power Equipment Becomes Russo Outdoor Power Plus

Southern Wisconsin's 70+ Year Tradition Continues with Expanded Selection and Enhanced Service

Porter's Lawn & Power Equipment officially becomes Russo Outdoor Power Plus, marking the next chapter in a partnership that began in 2022. This rebrand reflects the location's full integration into the Russo network while honoring the 70+ year legacy of service that made Porter's an institution in Janesville-Beloit and throughout Rock County and southern Wisconsin.

Founded in 1951, Porter's Lawn & Power Equipment has been a family-owned staple serving Janesville-Beloit and Rock County for over seven decades. Jim Porter, who took over from his father, along with his wife Sandy, built the business into the loyal, community-based dealership the region has trusted for generations. When Porter’s joined the Russo family in 2022, it marked the beginning of an evolution designed to preserve that legacy while expanding capabilities.

"Since 2022, we've been listening to our customers throughout southern Wisconsin and investing in this location," said Michael Kolowski of Russo. "This rebrand to Russo Outdoor Power Plus reflects the enhanced selection, expanded services, and deeper resources we've brought to Center Avenue—while maintaining the same personalized service Janesville-Beloit and Rock County have counted on for 70+ years."

The transition brings exciting enhancements for customers throughout the region:

• Dramatically Expanded Brand Selection: In addition to the trusted Toro equipment Porter's has always been known for, the location now carries an extensive lineup including Exmark, STIHL, ECHO, Gravely, Ariens, Wright, Arctic, Billy Goat, RedMax, Bobcat Turf, Toro Dingo, and many more professional and residential brands—one of the most comprehensive selections in southern Wisconsin.
• Enhanced Service Capabilities: Customers benefit from Russo's extensive parts inventory, expert service for all brands and models, equipment pickup and delivery, 0% financing options, and dedicated account support for commercial customers and municipalities.
• Midwest-Wide Resources: As part of Russo's 12-location network across Illinois, Indiana, Iowa, and Wisconsin, southern Wisconsin customers have access to company-wide parts availability, technical expertise, and fulfillment resources.

"What hasn't changed—and will never change—is our commitment to this region," added Michael Kolowski. "The same team is here to serve you with the same care and expertise you've experienced for decades. We're simply better equipped than ever to meet your needs."

Russo has built a reputation as a premier outdoor power equipment and landscape supply dealer in the Midwest since 1970. The company's motto, "People Power Us," reflects a commitment to treating every customer like family—a value that aligns perfectly with the Porter's legacy.

For residents and businesses throughout Janesville-Beloit, Rock County, and southern Wisconsin, the rebrand means more selection, more services, and more support—all delivered with the hometown touch that's defined this location since 1951.

ABOUT RUSSO POWER EQUIPMENT: Russo is a premier Midwest dealer of outdoor power equipment and landscape supplies. Family-owned since 1970, Russo now operates 12 locations across the Midwest and partners with top brands like Toro, Wright, Scag, Exmark, Hustler, STIHL, ECHO, and more to offer one of the industry’s largest selections—supported by expert service and thousands of in-stock parts. Guided by the motto “People Power Us,” Russo is committed to equipping professionals and landowners with the tools, knowledge, and support they need to succeed. Learn more at www.russopower.com.

ABOUT PORTER'S LAWN & POWER EQUIPMENT: Founded in 1951, Porter's Lawn & Power Equipment was a family-owned staple serving Janesville-Beloit, Rock County, and southern Wisconsin for over seven decades. Jim Porter, who took over from his father, along with his wife Sandy, built the business into a loyal, community-based dealership specializing in quality outdoor power equipment. Now operating as Russo Outdoor Power Plus, that same dedication to southern Wisconsin continues stronger than ever.