What Is Outdoor Power Plus?

Outdoor Power Plus is the next evolution of the Russo Power Equipment brand—a bold yet grounded message that reflects who we are today and where we're headed. It’s a visual and verbal signal that we’re not just here to sell equipment—we’re here to support our customers before, during, and after the sale with unmatched service, parts, knowledge, and care.

Whether you're a career pro or a serious landowner, Outdoor Power Plus says: we’ve got more for you.

Why a New Brand Asset? Why Now?

As Russo grows—both in footprint and customer diversity—we’re entering markets where people don’t yet know us. They haven’t seen our 50+ years of service. They don’t know that we bend over backward to get contractors back on the job, or that we service what we sell, or that we keep deep inventory year-round when others don’t.

So we asked: How do we introduce ourselves to someone who’s never heard of Russo?

Outdoor Power Plus helps answer that. It pairs with the Russo logo and strengthens our first impression by clearly stating what we do—and hinting at all the extra value we bring.

Where We've Been: A Legacy of Service

For over five decades, customer service has been at the core of Russo's success. In the Midwest, we're known for helping pros keep moving—fixing it, finding it, or staying late to make it happen. This brand was built on hustle, relationships, and respect for the working professional.

Who We’re Talking To: Pros, Prosumers & Landowners

Our customer base is evolving. In new territories, we’re seeing more landowners, property managers, acreage owners, and serious DIYers—alongside our core pro contractors. That’s why the message must flex.

Our sales pitch—or as we fondly call it, the barstool pitch—starts with a question: “Do you take care of your own property?”
• No? Well, then we sell everything your contractor uses to maintain your grounds, landscape or snow.
• Yes? Then we can sell you everything a pro would use to maintain your grounds, landscape or snow.

About the Logo

The Outdoor Power Plus brand asset was designed to complement the Russo logo—it reinforces our core identity while adding a fresh layer of meaning. While the two are often used together in a lockup, they don’t always have to appear side by side.

This flexibility allows us to honor Russo as the master brand while giving us a way to speak more directly in different markets. Whether on a store sign, in an ad, or across a digital campaign, this new asset adds meaning without taking away from who we are.

• "Outdoor Power" is familiar and instantly communicates our category.
• "Plus"—in its distinctive script—signals retail warmth, openness, and more.
• Together, they reinforce what Russo has always delivered: more parts, more brands, more expertise, and more support.

It doesn’t replace Russo—it enhances it.

What It Means to Us

Outdoor Power Plus is more than a logo—it’s a mindset. It’s how we:

• Serve every customer like they’ve been with us for years
• Grow with purpose
• Keep our word
• Stand behind what we sell
• Equip the pros and empower the landowners

Whether you're meeting Russo for the first time or have been with us since the beginning, Outdoor Power Plus is your reminder that we’re built to do more—for you, for your crew, and for the future of this industry.

We’re the real deal.

Russo doesn’t just open new stores—we carry forward legacies. By investing in trusted local businesses like Midway, Porters, Haltom, Burke's, and AE Outdoor Power, we’re honoring their history while equipping their teams with more tools to succeed. It's growth rooted in respect—for the people, the place, and the profession.

Midwest Plus.

Our roots are here. We value what the Midwest stands for: honesty, hard work, and community. That culture lives in our People Power’d approach and defines how we serve.